It’s an exciting time to be a marketer. Whether it’s Snapchat or a smart watch, new marketing platforms crop up every day. We like to focus on these cutting edge platforms and new technologies, but the reality is that one platform still performs better than these newcomers: email.

It’s surprising, but email is one of the best channels for a return on your investment. In fact, every dollar spent on email marketing generates $44 in ROI. Snapchat can’t touch those figures.

Although the numbers are clearly in favor of email marketing, businesses are still hesitant to use it. They think email marketing is expensive (it’s not) or that it requires too much work (it doesn’t). The result? Larger marketing expenses for less results.

Email marketing is the cure for marketing ROI woes. Don’t believe us? Check out these 10 major reasons you need to use email marketing right now.

10 reasons to use email marketing

1. Increase sales

Email marketing has plenty of applications for building customer trust and increasing communication. But at the end of the day, we know marketing is still about the bottom line. Email marketing is more than just a communication platform: it’s an essential tool that can dramatically increase your sales.

Email is particularly powerful for boosting online and eCommerce sales. Use it to send abandoned cart emails to users who would have otherwise dropped off your radar. In fact, half of all customers who open an abandoned cart email return to your site to make a purchase.

Consider offering freebies, coupons, and last-minute sales to your email subscribers. Over a quarter of all online shoppers look for coupons when buying products online. Encourage customers to buy more of your products through timely email outreach and see the dollars roll in.

2. Multichannel capabilities

Your customers aren’t on one platform. Thanks to their smartphones, they’re checking email, listening to a podcast, and tweeting at the same time. A multichannel marketing strategy helps you stand out to your users on several platforms, increasing the chance they’ll act on your message.

The beauty of email marketing is that it easily integrates into your multichannel campaign. Use email marketing for multichannel tactics like email blog post alerts, email video announcements, or trigger emails based on social media activity.

In fact, a multichannel approach is ideal to see results with your email marketing. If you need a leg up with your multichannel approach, Logical Media Group offers web design and SEO services that give your campaign a seamless end to end experience. However you slice it, email helps you interact with users on several platforms without breaking a sweat.

3. Powerful measurement

As long as you use digital tools, it’s easy to measure your campaign performance. This rings true no matter whether you’re running a social media, pay per click, or SEO campaign. Of course, email is a highly measurable channel that needs to be in your bag of marketing tricks, too.

Any decent email service provider (ESP) will offer analytics that show open rates, click through rates, and other crucial data to measure your email marketing efforts. Most ESPs connect with customer relationship management (CRM) platforms so you can see a well-rounded view of prospects before you contact them.

Measurement is critical to seeing how your efforts directly affect the bottom line. Email is highly measurable and it’s easy to attribute your efforts directly to sales.

4. Build a reputation

Although we’re focusing heavily on sales and ROI, there’s another facet to email marketing. It gives a boost to your brand reputation and appearance. Email isn’t just for convincing customers to open their wallets. It’s your lifeline to communicate with your audience.

A buyer puts their trust in you when they subscribe to your email list. Foster that trust with email marketing. It can be as simple as sending a happy birthday email, or even sending news related to your industry. Send valuable content that your buyers crave, and ask for nothing in return. It sounds counterintuitive, but email marketing helps you build a reputation of value and trust.

5. Device agnostic

Sure, most of your customers are probably surfing the web on their smartphones. But they’re also using tablets, smart watches, desktops, and more. If you’ve ever run a PPC ad on these platforms, you know it can be a bit of a headache planning for multiple devices. You don’t know what device or app your users will be on at a given time, leaving a lot up in the air.

The great thing about email marketing is that it’s device agnostic. Your users can be on literally any device and still receive your message. You don’t have to wonder if your users are on Instagram, Facebook, or any other social platform. If you have their email, you know they’re using email.

Of course, you need to design your emails so they appear correctly on any size of screen. Follow these best practices to optimize your emails for all screens.

6. A/B testing

Some businesses think that email is a one-and-done deal. That you only get one shot to create the perfect email before it goes out. Fortunately, neither of these things are true. The great thing about email marketing is that any ESP worth its salt is going to offer A/B testing, which is also called split testing.

An A/B test lets you experiment with any aspect of your email. It’s like conducting a science experiment to see which email performs best. For example, you might run an A/B test on a few subject lines to see which one gets the best open rate. Thanks to smart ESP software, you can run these tests and send out the best email for your audience with zero fuss.

7. Improve communication

It’s not enough for businesses to sell products or services. Your business is a brand, and a brand has to have an identity. A crucial part of this identity is communicating — and doing it often.

Email marketing gives you the tools to easily communicate with customers. You can build relationships with existing customers, keep new customers in the loop, and even rekindle relationships with past customers. The best part? All of this can be automated with email marketing, giving you time to focus on the big picture.

8. Personalization

Customers don’t want to be treated like a number. If you’re pumping resources into catch-all social media posts, you’re probably not appealing to customers on a personal level. Email marketing gives you the flexibility to segment and micro-target your audience.

Target users based on their past purchase history, interests, age, sex, or any other demographic that benefits your business. Check out this guide to quickly find this important data in Google Analytics. The more targeted your emails, the more personalized experience you can give customers.

9. Affordability

With all the acronyms we’re throwing around, it makes email marketing seem complex and expensive. But it really isn’t. Email marketing is the most affordable form of digital marketing.

Let’s say you want to promote a new product. You might pump $1,000 into a Facebook ads campaign and see a few conversions. But $1,000 will get you an awful lot of email marketing. This includes purchasing a list, if needed, as well as the actual email design and deployment.

Remember that every dollar spent on email marketing generates $44 in ROI. When it comes to getting more bang for your buck, email is the clear winner.

10. Fad-free

Periscope. Instagram. MySpace. Snapchat.

These popular social media platforms have one thing in common: they’re fads. Instagram and Snapchat are going strong, of course, but the popularity of these platforms comes and goes.

Marketers are at the mercy of how well these platforms appeal to their target audience. Remember the recent Facebook exodus? That caused many businesses to lose a critical source of lead generation. They had to change their strategy when their customer access was suddenly cut short.

While your customers won’t always be on Facebook, they’re always checking their email. Email marketing is fadless. It’s the most stable digital platform you can use to connect with your audience. Reach them where they are, and stop worrying about which social platform is more popular.

The bottom line

Email isn’t going anywhere. As the digital landscape changes, email is the one constant. Email marketing is an ROI-positive way to build your business with ease. It might not be as exciting as Instagram Stories, but email is still the best marketing medium for your dollar. Make sure your business is reaching users where they are — in their inbox.

Chris O'Neill

Chris O'Neill

CEO at Logical Media Group

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