Why Is Email Marketing Strategy Important?

Email marketing is one of the biggest marketing strategies out there. According to the Radicati Group, a market research company, email marketing will account for 78% of total digital marketing activity in 2020.

That’s a massive share, and it means you can’t simply throw a digital marketing playbook and expect to get the same results. If your email marketing strategy isn’t up to scratch, you might as well throw in the towel and try another approach.

Why is email marketing strategy important? Let’s explore.

The Rise Of Email

It all started with email. Way back in 1977, 40% of the average American’s email messages were spam. Nowadays, that number is much lower; however, the stigma around spam has not died. In 2020, 66.5% of the average American’s email messages are spam. That’s a massive increase from the 5.8% figure in 2019 and just shy of the 66.7% figure from 2018. In 2022, experts predict that number will reach 70%.

As you might expect, the majority of spam comes from China, where anti-spam measures are somewhat lax. China now occupies the number three spot on Radicati’s list of the top 10 spammers. Not too long ago, the country of origin field was not even a requirement for the majority of commercial spam. This is largely because it’s so much easier for spammers to hack email accounts and send spam from all over the world. They don’t need to register fake addresses in order to do this. If you get a lot of spam, it may be time to revisit your email marketing strategy and try and reduce the amount of unwanted messages you receive. Doing so could prove to be quite an undertaking, though.

Mass Email: The Importance Of Retaining Consumers

Even if you have the best email marketing strategy in the world, you won’t be able to grow your audience if you lose sight of the fact that people unsubscribe all the time. According to the Radicati Group, around 44% of consumers have unsubscribed from email marketing campaigns in the past. That’s a significant chunk of the population, and it means that you’re potentially losing a significant audience. If you want to ensure that you retain your audience and continue to grow your business, you need to develop a mass email program.

If you can get the attention of someone who has unsubscribed from your campaign, you might be able to get them to come back. The more you know about the reasons why someone has unsubscribed and the actions you can take to fix those issues, the better. For example, if you’re finding that you’re losing a lot of money to spam, you might want to consider implementing a whitelist or blacklist policy for your SMTP server. Doing so will help reduce the amount of spam you receive. You may also want to consider implementing a two-step verification process for your account. This involves requiring your users to enter a code sent to their mobile devices before their accounts are activated. Two-step verification prevents anyone from pretending to be you and getting access to your mailstream. It’s a common practice for the big name websites, and it’s also widely considered to be a best practice for reducing the amount of spam received. Even if you don’t get much spam, you may want to consider implementing two-step verification.

Developing and implementing a mass email program takes some time, so it’s important to get the right people on board. You may want to consider getting a certified email marketer to help you develop a mass email program. Doing so will help you create a system that works for your specific needs and helps you track all the relevant metrics, identify trends, and evaluate ROI. The right email marketer can also help you implement a mass email program and establish consistent, reliable sending times. When you retain your audience, you give your company the best chance to succeed.

The Rise Of Digital Marketing

The importance of email marketing can’t be overstated, but that doesn’t mean that other forms of digital marketing aren’t important, as well. In 2020, as email marketing becomes more and more ubiquitous, the way we think about digital marketing will also evolve. As you might expect, most of the change occurs at the top of the funnel. For example, in 2020, 43% of consumers will learn about a product or service through social media platforms, 39% will visit a site, and 37% will hear about a brand or product through an ad or a special promotion. That’s compared to the 25%, 14%, and 11% figures from 2019, 2018, and 2017, respectively.

While some of this change is due to the fact that consumers have more control over what information they see and how they get to that information, the rise of social media and digital marketing as a whole is undoubtedly fueled by the fact that so many people hate spam. In 2020, 66.5% of the average American’s email messages are spam, and that’s clearly having a direct effect on the methods the average person uses to find information. Regardless of the reason, the fact remains that the way we find, consume, and act on information has changed. It’s an area that will continue to evolve and change as the years go by.

Mobile First

If you’re reading this, it’s likely that you already know the importance of mobile marketing. In 2020, mobile will play a bigger role in marketing than ever before. According to the Radicati Group, mobile will account for 75% of total digital spending in 2020.

If your website isn’t mobile-friendly, you’re losing out on a potentially huge audience. In order to remain competitive and relevant, your company must play on mobile. One way to do this is through a responsive website design. The reason behind this is simple; people are accessing the web on their phones more than ever before.

A responsive website will adjust the layout of your site based on the viewer’s screen size. This allows for a more optimal viewing experience, and it also helps your site perform better on any given mobile device. Without a mobile-friendly site, you’re also loosing out on a potentially huge amount of revenue from people who are searching for your products on their phones. Not to mention the fact that you’re potentially causing your customers to have a poor experience.

Measuring The Success Of Your Email Marketing Campaign

As we’ve established, the amount of spam received through email has increased dramatically over the past year. While this might not seem like a good thing, it can be a great opportunity to learn more about the effectiveness of your email marketing campaign. The key to doing this is measuring the results of your campaign. You need to be able to quantify the value of your efforts in order to know if the time and effort you put in is paying off.

Once you’ve established the baseline for your campaign, you can take a step back and see which approach, techniques, and strategies are working and which ones aren’t. This way, you’ll be able to continually refine and improve your campaign moving forward.

Email Marketing As A Leverage Point For Your Business

The success of your email marketing campaign can be a significant point in your business’ development. If you’re finding that email marketing is working well for your company, you can use this as a stepping stone to further develop your digital marketing strategy and expand your business’ reach.

As we’ve established, the stigma around spam has not died, and many people still avoid giving their email address to businesses they don’t know or trust. In order to get your email address, you need to establish or develop trust. One of the simplest yet most effective ways to do this is through a series of emails from people within your niche. For example, if you’re an affiliate marketer, you might want to send out a series of emails introducing your affiliate program and enticing people to join. You could say something like, “Hey, John. Imagine finding a product that you love and putting it into practice. Wouldn’t it be great if you had someone helping you along the way? Sign up for our affiliate program and you’ll automatically get $20 off your first purchase. Just click here to get started.”

Having covered the basics of why email marketing is so important, let’s take a quick look at the top email marketing software reviews.

As you might expect, most of the reviews are fairly positive, especially considering most of the software reviews are from a couple of years back. What this means is that existing customers are still using this software and benefiting from it. This proves that even when email marketing is done right, it can be difficult to tell whether or not your efforts will pay off.

Scroll to Top