The simple answer is yes. With all the exciting developments in digital communications and social media, it is very easy to forget about other channels such as email marketing for your business and the potent communication option it can present.
I don’t believe email marketing is dead. In fact, as a communication tool, it should still be very much part of the communication strategy for every business.
Just consider some of these key facts when it comes to email marketing:
- In 2017 global email users amounted to 3.7 billion users. By 2022 this figure is expected to rise to 4.3 billion (Statista )
- By 2022 it is expected that over 333 billion emails will be sent daily by 2022 (Statista)
- Based on research from the DMA in the UK. For every £1.oo spent on email marketing, the average return is £32.28 (DMA)
- Email continues to be a key driver for businesses for both retention and acquisition (Emarsys, 2018 )
Why is email marketing for your business still important?
While social media and the many digital channels continue to evolve, you have to remember that building an audience exclusively on these platforms is unwise.
We have seen numerous changes in the various algorithms used by all the social channels, and no doubt there will be more changes that are going to continue to happen, making you work harder to connect with your audience and have your message seen. Just think of Facebook and the death of organic reach as the perfect example.
Having email addresses that are captured with full GDPR permission in my view is real gold because now you have that personal connection and message opportunity directly and in your power.
Here are some other key reasons why email marketing for your business is important to not overlook:
1 Keep in contact with your customers and prospects
Believe or not, not every one of your customers or target audience is on social media or use social media for a business context. I know a number of high-level business professionals who are not on Twitter and only use Facebook for personal interaction with close friends.
These people don’t engage with social content but actively read their emails. For those people that have subscribed to your blog/newsletter, or they are customers who have given you permission to contact them, email is an excellent way to personalise and send a highly relevant and targeted message just to them.
2 It’s a mobile world
The world today as we know it is fast moving and we are all staying connected as we are on the move by way of our mobile phones. Based on research 59% of email opens occurred on mobile, 15% on desktop and 28% in a webmail client.
So planning an email campaign around the mobile nature of your audience could reap real rewards if executed and designed correctly.
3 Email marketing is measurable
I think this is a key one. Proving return on investment in any campaign is critical. You want to know that what you are doing is working or not and then be able to change, fix or reallocate your budget elsewhere.
With social media, this ROI question has at times been a difficult one to answer, but with an email, you can track delivery rates, open rates, bounce rates and using UTM links that are aligned to goals set up in your google analytics you can start to see exactly how your email campaign is performing.
4 Email marketing for your business is cost effective
Email is not expensive. As a small business cost and budgets are important for me. I use the free version of Mail Chimp and this allows me to send 12,000 emails per month to a database of up to 2000 subscribers. To me, that is super value and even the higher packages are very budget friendly so there is an entry-level price for every business to start email marketing today.
5 Allows for excellent personalisation and targeting
The effectiveness of any communication is how personal, targeted and relevant the recipient deems the message to be to him or her. With email marketing for your business not only can you address it to them using their name but depending on how they opted into your list you can tailor the content and messages you email to them.
For example, someone who downloads an FAQ may be looking for some initial answers to questions etc so an email that gives more information, a possible link to demo etc might be more relevant to them based on the stage they are at in the buying process. Whereas someone who requests a quote or downloads a specific product guide may be further down the decision-making process. Therefore sending them an email that offers a 14-day free trial might the perfect campaign to send to instigate.
From reading this post I hope you feel more convinced that email marketing for your business is definitely a medium you should not ignore and used either on its own or integrated with social media can really drive some serious results for your business.
If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you if you would like to read some more email marketing tips check out my post here.
Phillip, The Curly Marketer