Social media and influencer marketing have been on everyone’s lips for the past five years. But whatever happened to good ol’ email marketing? Well, the classic digital marketing tool is still around, and it’s actually better than ever.
Since the pandemic, online shopping has drastically increased. In 2020 alone, over two billion people purchased goods or services online, and we know they needed a valid email address to do so. Companies in the know are connecting with these first-time customers and using personalized messaging to turn them into regulars — a method that is tried and true.
There’s no doubt that when it comes to staying connected with your customers, email reigns queen (and king). Thinking of upping your email marketing efforts? Here are a few reasons why it’s the perfect time to do so.
High return on investment
Email has a higher return on investment than any other form of marketing. According to Constant Contact, the average ROI through email marketing is $36 for every $1 spent. Hosting platforms and the production behind the content offer relatively low overhead, especially compared with pay-per-click advertising, for example. So when it comes to your marketing budget, putting money into email is extremely well spent.
Email platforms also provide extensive reporting. You can easily find out who is opening your communication, reading it, and when, so you can quickly determine how well your efforts are working.
People are checking email now more than ever
If you're like most people, you check your email quite often, likely even multiple times a day. In 2020, the number of email users reached the 4 billion mark, which means that over 50% of the world's population was using email. And unlike social media, the demographics that this marketing channel reaches are extremely broad. The latest statistics for the US show that 89.45% of people older than 15 use email. The numbers don't lie — email is clearly a dominant force.
You're speaking directly to your customer
One of the best things about email is that you know the recipient wants to hear from you. They subscribed to your list, after all. This gives your brand the perfect opportunity to build relationships with both current and prospective customers. Unlike other digital marketing tactics, email is the ideal opportunity to take advantage of your audience being receptive to your message.
Customers will not only be expecting them but also very likely to open transactional emails, such as shipping and delivery confirmations. This is the chance to show your appreciation and make your customers feel valued using your brand's unique voice.
You’re more in control
With email, you have your list of contacts you can communicate with exactly when and how you’d like. There are no character limits or problems with reach that social media channels or paid ads can pose. And with the incredibly detailed metrics available, you can determine the best times to send your emails and the perfect thing(s) to say.
Email platforms also allow you to segment your list to communicate in an ultra-targeted and customized way. When marketing luxury products and services, it’s crucial that the messaging you put out there is intentional and of value.
Fast to develop and easy to change
Email marketing campaigns are relatively quick to set up and send, especially when compared with other marketing initiatives like website design or video production. Templates can even take your efficiency to the next level, so all you’ll need to do is change out the copy and imagery (if necessary).
You don’t need to be a coder or graphic designer to get a basic email out the door. So if a last-minute sale or event pops up, you can let your audience know in just a few clicks. Email was also a great tool we saw brands use in 2020 to communicate emergency shutdowns or shipping delays, confirming that it continues to be a reliable form of communication.
Email is the original tried and true marketing method, offering businesses a simple, easy-to-control communication tool that drives sales. Basically, everyone uses email, and if you’re not taking advantage of the most cost- and time-effective marketing channel, you’re missing out.
If you’re feeling inspired to revamp your welcome series or segment your contact list, we don’t blame you! Get in touch today with your ideas. We’d be happy to collaborate on your new email marketing strategy!
