"Marketing is no longer about the stuff that you make, but about the stories you tell." Seth Godin
The importance of Email campaigns
According to Radicati Group, more than 3.7 billion people worldwide use email. That’s almost 54% of the world’s population! Data from Pew Research also shows that 92% of adults use email, and 61% of these email users are checking and sending emails on an average day.
This presents a great opportunity for businesses of all sizes to reach their target market, no matter what their audience looks like. By adding email marketing to their list of digital marketing tactics, businesses can improve their reach and visibility, allowing them to engage and convert more leads on a consistent basis.
Not only does email marketing allow you to take advantage of the prospect of reaching a large group of people, but this medium can also offer benefits that other digital marketing tactics can’t provide. Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the right leads are getting the most impactful information at the most effective times.
6 reasons you should adopt Email as a core digital channel
1. Email marketing is cost-effective
No matter what new tactics or strategies arise in the next few years in the digital marketing world, one thing will always remain the same. Companies need to find tactics that allow them to maximize their marketing budget while still achieving their overall goals.
Email marketing is one of the most cost-effective digital marketing strategies that you can use to reach and engage your target audience.
In addition to its relatively low cost of email software (e.g. Mailchimp), email marketing also provides a high return on investment (ROI). According to Campaign Monitor, every $1 spent on email marketing typically generates about $38 in ROI. This statistic indicates just how cost-effective email marketing can be for businesses, especially smaller businesses that are working with smaller budgets.
Overall, email marketing is the perfect digital marketing tactic for businesses working with small budgets because its relatively inexpensive to start and maintain email marketing campaigns. Similarly, email marketing tactics like segmentation and triggered campaigns help you get the most for your money, allowing you to grow your business without pouring all of your revenue back into digital marketing.
2. You can reach more mobile customers with email marketing
The number of consumers using mobile devices to browse and shop online continues to climb – currently in the UK sitting around 60-70%. Statista predicts that the number of worldwide mobile phone users is expected to surpass five billion by the year 2019.
With two-thirds of emails being read on smartphones or tablets, email marketing proves to be an effective tactic for helping businesses reach and engage those consumers that are using their mobile device.
Think about it this way, how many times a day do you check your phone for emails or other messages? Every time a consumer checks their phone presents a new opportunity for a brand to reach out and engage that consumer. While some marketing tactics are just not built for mobile engagement, email marketing offers businesses many opportunities to get their message in front of mobile users.
In order to ensure that your email messages are effective for mobile consumers, your business will need to create email content with a responsive design. Provide subscribers with the option to view html emails or emails with visuals. Any images or videos that you do use within your content should be small, so that they can quickly and easily load and be viewed on a mobile device. When it comes to written content, make sure that you keep your mobile email content short and sweet, ensuring that all email links can be clicked on and lead to pages that are also mobile friendly.
3. You can automate the email marketing process
There are many digital marketing processes that just can’t be automated. (At least, not successfully.) However, email marketing lends well to automation. In fact, automating your emails helps improve the relevancy and timeliness of your campaigns. You can use triggers and workflows to automatically send messages to consumers after they take a specific action.
Here’s an example. Let’s say that a consumer visits your site and spends quite a bit of time looking at different products and adding them to their digital cart. Then, for some reason unknown to you, they leave without making a purchase. With email automation, you can make sure that this user receives an email shortly after they abandoned their cart, reminding them of what they left behind and asking if they need help completing their purchase. In this case, email marketing automation turns a missed opportunity into an opportunity to build a stronger relationship and make a sale.
In addition to improving the relevancy and timeliness of your campaigns, marketing automation can also help you save time and money in the process. With automation, you don’t have to worry about waiting around for the perfect moment to send a message, your automation system takes care of that for you. This allows you to focus on your core business, while leaving the rest of your team free to take on other important tasks.
4. Email marketing makes it easy to personalize content for better response rates
Email marketing makes it easy to personalize the messaging and content you deliver to subscribers. Using data that you’ve collected from your subscribers and leads, you can work to provide more personalized and relevant content that your readers are more likely to enjoy and act on. This can improve both your open and clickthrough rates as well as your overall conversion rates.
5. You can make your email marketing interactive
As the importance of email marketing continues to rise, so will email interactiveness. Marketing Land predicts that by 2020, digital marketing that’s more interactive will have a higher appeal and response rate among various target market groups. Email marketing offers businesses the opportunity to provide interactive content straight to consumer inboxes, for a much lower cost than some other marketing tactics.
Rather than sending the subscriber to a landing page right away, you can provide different types of interactive content within the body of the email. From embedded video content to email carousels, interactive content keeps consumers interested and engaged before they head back to your site to take action.
By creating more interactive email content, your business will not only be able to better capture the attention of your audience, but you’ll also be able to integrate other channels into your digital marketing. For instance, if you share a video in an email, you might use social media share buttons to encourage others to share the video content on their own social media pages. The more integrated you can make your marketing campaigns, the more touchpoints you’ll create within your target market.
6. You can quickly and easily measure your email marketing efforts
A case in point
The Open University wanted to drive sales of degrees using a fully responsive and automated email system.
A segmented database and email system was built using the Pardot CRM system. User databases were developed based on email and website behaviour. Users were moved from different segments of the database based on the level of willingness to purchase a degree and over what time period, and subsequent email campaigns sent accordingly. The system was fully automated and responsive.
Over 18 months recruitment of international students increased significantly.