Nowadays, email remains one of the most popular online communication tools. According to HubSpot, about 75% of online activities are spent on email.
With the rise of social media, many businesses initially assumed that email would become less relevant. However, as audiences have evolved, so has email marketing. Today’s email marketing platforms offer sophisticated features that allow users to automate their campaigns and measure their success. They can also integrate with other applications, such as Salesforce CRM and Marketing Cloud, to further customize their approach to communicating with current and potential customers.
Why Should You Use Email Marketing?
The main reason why businesses should consider using email marketing is that it is free. There are no additional fees for sending out emails, and since the email content is often automated and pre-approved by a human, it often results in a lower spam email rate.
In 2019, Gmail reported that it received only 4.9 million spam emails per day. That’s compared to the 35.8 million spam emails per day that they received in 2018. Even Microsoft’s email service, Outlook.com, reported a 75% decrease in spam emails since the end of 2018. If you’re interested in learning more, here are some other stats from Accenture research:
- 46% of consumers have received an email invitation to a product or service they were not actively considering buying
- One-quarter of email users open their inbox just to read messages from brands they know and trust
- 66% of people would rather receive limited-time discounts or cash back than a free gift
- 73% of people are more likely to make a purchase after receiving an email marketing campaign than after receiving a standard marketing campaign
- B2C companies that use email gain a 67% higher return on ad spend than those that don’t
All of this shows that while email is not a preferred medium (that’s Instagram for the millennial generation), it is an effective way to reach your audience.
How Can Email Marketing Further Personalization?
While email marketing is generally effective at attracting potential customers to your product or service, it can be even more effective when used in combination with other online marketing platforms and methods.
For example, you can use email to cross-promote your products and services on social media, as well as use email newsletters to get more people to come back for more.
When used effectively, email marketing allows you to further personalize your approach to connecting with your audience – something that is becoming increasingly important. In fact, personalization is so important that Google implemented a personalization feature into its search algorithm. Now, when someone types in “hair salons near me,” Google will show them results from businesses that they have previously interacted with – whether that’s through a website or an email.
If you’re interested in using email marketing to further personalize your approach to connecting with customers, here are a few other tactics you can use: