You read that right. Email marketing is now considered to be a vital part of any digital marketing plan.
In fact, according to HubSpot Blogs research, 62% of consumers have made a purchase due to an email marketing message. To put it another way, 3 out of 4 people have responded to an email marketing campaign.
But beyond this headline statistic, what exactly does email marketing offer your business?
The Ultimate In Personalization
We’re not talking about mass emailing lists of random consumers here. With email marketing, you have complete control over who receives your messages and how they’re delivered. This is important because, up until now, the majority of digital marketing was “one-size-fits-all” in nature. Meaning that everyone, everywhere, received the same message. This homogenization of marketing content is what led to the rise of fake news and hyper-partisan media.
With personalized email marketing, you can take a different approach and send targeted content to specific groups of people. This content can then be tracked and measured. So you know exactly how many people opened the email, clicked on a link or watched a short video. Better yet, you can even analyze the content of these emails to see what resonated with your audience and which tactics worked for and against you.
Let’s say you’re managing a clothing store. You might decide to send an email to all your subscribers marketing the sale of a specific item. Within this email, you could include a discount code for the advertised product. When a person clicks on that code, they’ll be redirected to a pricing page for the item. This could measure the impact of that particular email marketing campaign (Oberlo)
High Open Rates And Low Bounce Rates
One of the greatest perks of email marketing is that you can target the right audience, engage them, and get them to respond. This, in turn, leads to an increase in open rates and a decrease in bounce rates. Meaning that your emails will actually get opened, and less people will delete them before they’ve even read them.
With email marketing, you can rest assured that your emails will be read by at least a few people. This is because the average person opens their email in order to find out more about the topic at hand. Therefore, you will always have something valuable to offer. Even if the person reading your email is not immediately interested in your product or service, they’ll still value your opinion on the matter.
One of the main reasons why so many people are turning to email marketing is because it’s a cost-effective medium for businesses of all sizes. Especially when you compare it to traditional digital marketing. So much so, in fact, that the same HubSpot Blogs research also states that businesses are more likely to experiment with this form of marketing in the first place.
The point is that you’re not wasting your time and money on pricey ad buys. Instead, you’re investing in creating engaging content that can be personalized and sent to a specific audience. For marketers, that’s a pretty good ROI.
Local And Global Reach
With email marketing, your business can have worldwide reach. After all, it’s not limited by geographical boundaries. Meaning that you can send your messages to people in every country. Or, at least, connect with them online.
Additionally, with email marketing, you have the ability to target nearby and faraway locations. This, in turn, gives you the ability to connect with more people, boost sales, and grow your business.
Leverage Trusted Partnerships With Influencers
It’s always great to have high-quality content created and shared by people with a wide audience. However, it can be difficult to get this content in front of your target audience. Especially when the content is not relevant to your niche. Or, at least, not yet.
This is why you should consider leveraging trusted partnerships with influencers. Someone with a large social media following can help you gain credibility and trust with your target audience. Especially if they’re active in the field. Meaning that their content is already relevant to your niche.
Let’s say you’re a fashion brand looking to increase your Instagram following. You can hire a fashion influencer to help build your Instagram account. Then, when you have a large audience, you can partner with them to create high-quality content that’ll make your Instagram feed worth following. And, eventually, attract the right audience to your brand.
E-commerce And Offline Retail Supported
Thanks to the rise of e-commerce and the growth of online marketplaces, retail has shifted to online channels. And, with the explosion of online marketplaces and social media, marketing to consumers has shifted, too. Meaning that brick-and-mortar retail stores no longer focus solely on in-store customer experiences. Instead, they’re turning to online marketplaces to increase their reach, connect with customers, and grow their business.
This is particularly true for smaller retailers who don’t have the financial resources for expensive marketing campaigns. The solution is to become more cost-effective in your marketing efforts. And, for many businesses, email marketing is the ideal solution. Especially if you want to increase your reach, without risking too much cash flow.
Thanks to the ever-increasing prevalence of mobile phones and tablets, digital marketing has shifted to mobile. Or, at least, content is. Meaning that you can now find a business’ entire online persona on their mobile site, or application.
Additionally, with mobile phones and tablets, you can reach people wherever they are. Meaning no matter where they are, your business can still engage with them. Whether this be via chat rooms, news feeds, or through the use of simple click-to-call buttons.
All of this connects back to the original question: what is email marketing? Well, in a nutshell, it’s the perfect hybrid of digital and traditional marketing. Meaning that you use emails to disseminate marketing content (typically in the form of an article or blog post) to a broad audience, similar to what you might achieve with a typical digital marketing campaign.
The Perfect Platform For Building A Brand
Building a brand takes a lot of time. Especially if you want to do it right. Meaning that your brand identity, language, and approach have to match your audience, products, and services. This is why many businesses turn to digital marketing. Because it’s a highly targeted, data-driven approach that allows for precision and efficiency.
Email marketing is a perfect platform for building a brand. It gives you full control over your message and how you convey it. Meaning you can experiment with different approaches and discover what resonates with your audience, builds credibility, and encourages them to make a purchase. Plus, you can measure the results of your campaigns, ensuring you’re always evolving, adapting, and improving your strategy.
If you want to benefit from the increased reach, cost-effectiveness, and simplicity of email marketing, then don’t hesitate to try it out. It really is the perfect answer for any business.