What Is the Value of Email Marketing?

Emails – short for e-mails – are a quick and easy way to reach consumers. Marketers send out these digital messages regularly to connect with potential customers and continue engaging with them. According to HubSpot Blogs research, 20% of consumers have purchased something after viewing an email marketing message. That’s a lot of revenue for an email marketing campaign.

Why Are People Still Using Email Marketing?

Despite all the other marketing channels evolving – such as mobile phones, the internet and social media – people still turn to emails when it comes to commercial communication. The reasons behind this are mainly due to two factors: familiarity and relevance.

With email marketing, consumers know what to expect. They have seen messages like this before and know that this is something they can expect to receive. This reduces the chances of them becoming disoriented or frustrated as they navigate their email inboxes.

The second reason why people still use email marketing is because the messages are still relevant. In today’s world, consumers constantly receive information on a wide variety of topics – from marketing to finance, health and fitness, to travel and leisure – and across platforms (digital and social media). This makes it hard for marketers to keep up with all the information consumers need and want. For this reason, marketers turn to email to keep their connections secure and relevant.

How Many Email Marketing Channels Should You Have?

The number of channels you need to engage with your audience depends on your target audience. If you are looking to engage with teens, you might want to consider creating a separate email list for them. This way, you can keep in touch with them through different platforms, like chat or video messaging apps.

On the other hand, if you are sending your emails to adults, you might want to consider incorporating social media platforms into your strategy. Doing this could help you find new customers and engage with existing ones. You might want to create a Twitter account (on which you can post relevant content) or a Facebook page (on which you can share relevant content).

The key is to find what works best for your target audience and build your strategy around this.

What Are the Different Forms of Email Marketing?

While most companies generate their email lists using a combination of approaches (including in-house databases, lead generation software and social media), you can further segment your list based on interests and behaviors. This way, you can send targeted messages to your audience – and encourage them to engage with you through your emails.

Segmentation Is Critical

Consumers today have an array of devices in their homes – from mobile phones to laptops and tablets – so your emails may reach them on any one of these. This is why you need to carefully consider your target audience before you start sending out your emails. Once you have your list segmented, you can choose to send the same message to everyone, send a different message to each segment or even decide to personalize the message for each recipient.

The Importance of Having a Robust Analytics Plan

When we think about marketing, analysis and metrics often come to mind. However, having robust analytics in place is just as important – if not more so. The reason behind this is that while we typically think in terms of reaching and engaging with existing customers, the digital marketplace is changing. With new customers emerging from every direction, you can’t rely on just measuring the success of your campaigns in terms of sheer volumes. You also need to track how effective your campaigns are in terms of generating revenue and engaging with the right audience. To put it simply, having analytics in place is essential if you want to improve your marketing results.

Whether you use Google Analytics, HubSpot’s own analytics software or even Facebook’s Business Analytics, these platforms offer a variety of tools that you can use to measure the success of your email marketing campaigns. These platforms were built for this very purpose and can help you identify the effectiveness of each strategy and channel.

This is important because with each new channel and tactic we see today, traditional benchmarks often don’t apply. For instance, consider the example of YouTube video-watching habits. While you might assume that video content on this platform appeals mostly to Gen Z, this isn’t necessarily true. The same goes for Snapchat or email marketing.

The goal is for businesses to grow and prosper. To do this, businesses must be willing to adapt and evolve along with the times. This requires an open-minded approach and the ability to measure the effectiveness of multiple channels and strategies – rather than relying on a select few.

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