Most, if not all, businesses and organizations look for the most effective and cost-efficient way to get our message, service, or product out to our target audience. Email marketing is a powerful tool that gives businesses the opportunity to reach and engage their customers directly. Despite the rise of organic and paid social media, the benefits of using email marketing remain an essential part of why the channel should be used within any comprehensive marketing strategy. To fully make use of the advantages of email marketing, see why we value email marketing as an embedded piece of the holistic marketing strategic approach, and why it is still relevant for all companies.
Email Marketing Is Extremely Cost-Effective
Email marketing is one of the most cost-effective ways to reach your customers. Unlike traditional advertising, which can be expensive and difficult to measure, one of the benefits of using email marketing is that it allows you to reach a large audience at a relatively low cost.
According to Constant Contact, “Brands made $36 for every U.S. dollar they spent on email marketing.” This makes email marketing one of the most cost-effective marketing channels available to companies and organizations.
Emails can be Personalized
One of the biggest advantages of email marketing is the ability to personalize email campaigns and messages. By segmenting your email list and targeting specific groups of customers, businesses can create tailored messages that are more likely to resonate with their audience.
In 2021, Hubspot Blog Research found that message personalization and subscriber segmentation are two of the most effective strategies for successful email marketing campaigns. There are a variety of ways to segment your subscribers, and finding the best way based on specific business goals can help to increase engagement and ultimately lead to more sales.
Email Marketing is Measurable and Testable
Email marketing provides measurable results, which allows businesses to track the success of their campaigns. By analyzing metrics such as open rates, click-through rates, and conversion rates, businesses can gain valuable insights into what works and what doesn’t. This data can then be used to identify A/B testing opportunities that will ultimately lead to better email strategies.
According to Hubspot, in 2022 an email marketing platform found that businesses can see “up to a 28% higher return” when they add testing into their email marketing strategy. The ability to measure test results and various KPI metrics is another one of the driving factors and advantages of email marketing, as it allows businesses to make data-driven decisions and optimize their campaigns for maximum impact.
It Can Be Used to Build Relationships
Businesses can use email marketing to build relationships with their customers. By providing value-added content — such as helpful tips, exclusive offers, and personalized recommendations — businesses can establish themselves as trusted sources of information and build stronger connections with their audience. Building relationships can lead to increased loyalty and repeat business, which is essential for long-term success.
Easily Increase Conversions and Sales
Another one of the valuable benefits of using email marketing is that strategies used can directly impact sales by encouraging customers to make a purchase. By including calls-to-action in your emails, such as “Shop Now” or “Learn More,” businesses can drive traffic to their website and encourage customers to take action. Email marketing allows for the ability to target your audience based on browsing activity, and interest in products that gives businesses the opportunity to find the sweet spot for sending messages that will convert time and time again.
For example, eCommerce and direct-to-consumer-based businesses can integrate their platforms with email marketing platforms to set up workflows based on different points of the customer journey. Through setting up an abandoned cart workflow, they are able to send a message to remind a customer to return to their cart and finish their order.
Email Marketing Drives More Traffic
Email marketing gives businesses the ability to drive traffic to their website, blog, or social media channels. By including links in your emails, businesses can direct customers to specific landing pages and encourage them to engage with their brand. This can help to increase brand awareness which will ultimately lead to more sales. Email marketing is particularly effective at driving traffic to blog posts, as businesses can use email to promote their latest content and encourage readers to visit their websites.
Email Automation Opportunities are Endless
As humans, we are often looking for ways to simplify and automate; businesses and organizations are no different when it comes to simplifying their email marketing strategies. Email marketing is easy to automate, which can save businesses time and resources. By using an email marketing platform, businesses can set up automated campaigns that deliver targeted messages to customers at specific times or based on specific triggers, such as a new customer sign-up or a purchase. Establishing email workflows can support multiple business goals while keeping the brand at a subscriber’s top mind. Automation can help to streamline the email marketing process and ensure that messages are delivered consistently.
If you are looking for a valuable tool to reach and engage your target audience, email marketing is a foundational part of your digital marketing strategy to do so. Email marketing remains an essential part of any comprehensive marketing strategy. It is cost-effective, allows for personalization, provides opportunities to test and measurable results, builds relationships, increases sales, drives traffic, and is easy to automate. By incorporating email marketing into your overall marketing plan, you can speak directly to your customers in a meaningful way, drive subscribers where you want them to go, and ultimately lead to increased brand awareness, loyalty, and sales.