With so many different digital marketing strategies to choose from, it can be challenging trying to understand the benefits of each one. Especially when it comes to understanding which are the most efficient channels, depending on what stage you are in with your online marketing efforts. Search engine optimization (SEO), pay per click (PPC), social media, content marketing, video marketing, email marketing, marketing on mobile devices and so much more; how do you know which strategy will work best for you and your company? That’s why it’s crucial to understand how these marketing channels work together, and how the benefits of email marketing can really continue to put the icing on the cake for your business.
The great part about email marketing, is that it’s a digital marketing strategy that companies of all sizes can take advantage of. Here we’ll share several reasons why email marketing should be factored into the core of your digital marketing efforts.
Growing Your Business Efficiently Through Email Marketing
In today’s world, businesses need to be more creative on how they reach their target audience. Although delivering highly personalized and targeted ads through paid ad campaigns is a great marketing channel, trying not to overspend can be a challenge depending on your current budget. Many of times, launching an email campaign requires very little budget and resources to get started and can produce some realistic ROI. At the end of the day, sending valuable emails to prospects and existing customers is one of the most reliable and consistent forms of digital marketing.
Email Marketing and ROI
Email marketing is one of those channels that can be easily overlooked when we think in terms of digital marketing channels that drive great ROI. Not only does it produce an ROI, but a rather appealing ROI that really begins to make sense on why it’s so important. According to Econsultancy, three-quarters of companies agree that email offers "excellent" to "good" ROI.
Email Is Preferred By Most
Studies show that about 70% of people prefer to receive promotional content through email, compared to just under 20% who prefer promotional content on social media. Individuals are more so to expect to receive information about products and services through their email.
Deliver Your Message
Although gaining a new Facebook fan is valuable, companies should always look to adding a new subscriber to their email list as well. Individuals who subscribe to receive emails from your company are basically telling you they want to hear from you, which makes those on your email list, that much more valuable.
Take yourself for example. When you see ads in your Facebook News Feed, did you ask to hear from those companies? Of course not! When a prospect signs up to be on your email list, they are giving you permission to market to them.
Secondly, about 90% of emails get delivered to the recipient's inbox. When posting on Facebook, less than 5% of fans will see your post in their news feed.
For example, if you have 1,000 fans on Facebook, only about 20 of them will see your post in their news feed. If you send an email to 1,000 subscribers, at least 900 will see it in their inbox. You are 45 times more likely to be seen using email compared to Facebook.
Has The Largest Reach
The average person who is active online has at least two email addresses. One for business and another one for personal use. There are 3 times more email accounts than there is Facebook and Twitter accounts combined. With this being said, email is the best way to try to connect your customers and potential customers.
Daily Social Media Users:
- Facebook: 1.9 billion
- Instagram: 400 million
- Twitter: 157 million
Although the social media numbers above are quite impressive, it is no wonder why many business owners and digital marketers believe that social media is the single most effective way to communicate with the masses.
An email address is needed to create a social media account. Social media companies even use email to notify users of new activity on their account. Try to think about your own online behavior: Whenever you sign up for something on the internet, you have to enter your email address. By the end of 2017, it is projected that there will be 4.9 billion active email accounts. So when it comes to trying to connect to potential customers, there is no digital marketing strategy with a wider reach than email.
Conversions, Conversions, Conversions!
All companies should be focused on nurturing leads and driving conversions. When it comes to conversions, email is a very powerful marketing channel. You are 6 times more likely to have someone click-through your website via email compared to a social media platform like Twitter. When using email marketing, 4.24% of recipients will buy something. About 2.49% of visitors from search engines will buy something. Less than 1% of people will end up making a purchase from social media.
Email marketing campaigns are also easier to measure. You can easily monitor, in real time, opens, clicks, bounces, forwards, shares and more. Your email marketing campaign can easily be integrated with a CRM to see the impacts your email campaign has on business opportunities.
Again, all companies should be dedicated to driving conversions. Email marketing surpasses all other communication channels and will help your business achieve it’s goal, and if you find that you're unable to manage your marketing in-house the best digital marketing agencies will have your back when it comes to email marketing.
Email Is Not Going Anywhere
Building your email list is a stable, long term investment that will benefit your business for many years to come.
The first email that was sent was back in 1978, and email has been growing ever since and will continue to grow consistently.
Implementing email marketing will not only help you drive conversions right away, you are building a solid foundation for future digital marketing campaigns.
The Take Away
Now that you know how effective email marketing is, you shouldn’t just give up on social media, or any other marketing channel. Depending on your business, social media as well as leveraging other marketing channels can be an important part of your digital marketing efforts. But if you haven’t already, build your email list and launch an email marketing campaign. Your business will be happy with the results.