Email Marketing Still Matters. Why? (part 1)

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Email Marketing Still Matters

Last updated on Jan 31, 2017 @ 6:55 am

Do you know that email marketing still remains an effective tool?


Do you think you are taking all you can from your email campaigns?


This piece of article might help you to rearrange your priorities and reveal the true value of email marketing in nowadays digital society.



In the early days of virtual reality and the maturity phase of social media marketing, we always try to look for new opportunities when it comes to choosing our marketing channels. Since we have limited time and resources, all the efforts need to be prioritized and it is good must-do, because it makes you think twice. As a marketer you always have to be one step ahead the crowd to foresee the upcoming media trends and so forth, but there is one extremely important channel which cannot be missed out.


Guess what it is…


Any way or another, it is the king of digital marketing channels - Mr. Email, which has been there for a while and still is powerful and effective tool to reach your audience. This article starts new series dedicated to Email Marketing, starting from origins and benefits with the idea of developing more advanced topics in the near future.


Why Email Marketing Still Matters


The History of Email Marketing


The first promotional email campaign was sent out in 1978 to 400 people and the service has been growing since then. Those days you needed an email developer to put things together, while now we have a great supply of email marketing platforms online that allow more people to use them for their businesses. Email service has taken over major part of our identity online and as our personal independent observation reveals, society is quite alright with that.


Level of usage


According to ExactTarget research, 91 percent of consumers reported checking their email at least once a day. It makes Email service the most consistently used digital marketing channel available. There is a great power in this statement, proving that almost everyone is using email starting from Mr. President and ending with Regular Joe. It is just impossible to deny that.


Any numbers to compare?


No problem. Facebook has around 1.7 billion users, Twitter claims to have 313 million on average. On the other hand, there are around 2.8 billion email users worldwide, each of them owing approximately 1.8 account. That makes nearly 5 billion accounts.


Quite a few, isn't it?


Well, they say that there are 3 times more email accounts than Facebook and Twitter combined together and it is obvious that you must have an email account to get registered to any of them. These days some people manage several email accounts, having a personal, work and even an account for spam messages.


Email Marketing Return On Investment


It has been over a decade, since email has proved to be among the most effective marketing tools. It is widely used in a corporate and business life as a part of their inbound or outbound communication.


When used as a marketing tool, it comes with expenses. But when it comes to marketing expenses, we know that on a long run it is rather an investment than a cost.


According to studies from 2015, $1 invested into email marketing generates $44 as Return On Investment (ROI). It makes the return of 4400%, which is impressive number itself, not even talking about the fact that the average order value is tend to be higher from an email comparing with social media.


Let your dollars work for you.


Choose email marketing tools and strategies that suits you the best and start spending your marketing budget wisely. New technologies and social networking opportunities might seem as broad and deep field to start digging at, but when you have such a big variety of channels to choose from, you get to the point, when you as a marketer start considering what would be the most effective way to spend your resources. Think twice, invest wise.


Relevance of choice


These days social networks tend to be platforms where we share our emotions with people we care about so most of times we are not ready to consume marketing messages. Studies show, that 72% of people prefer to receive promotional content through email comparing with 17% who chose social media.


An email itself is tend to be more professional medium, and as mentioned before, still widely used in business world, since daily office routine cannot go without regular email checks.


But these might remain only number of lonely floating around internet souls unless you convert them into your website visitors and perhaps buying customers later on. Do you get our point? Hope so, because there are still few facts to go through.


Email Marketing Reach


Most popular social media platforms are owned and controlled by third parties. Sometimes they make changes that are not in favour for marketers. For example, Facebook has updated their algorithm so that fewer followers can see brands' posts unless it is paid ad.


Looking through marketer's glasses, social media is driving brands towards paid advertising, which is not so expensive, but sometimes do not go hand in hand with small business growth strategy.


Customer reach is among the most important criteria when choosing marketing channel. At the end of the day, it is you pushing your message out there, so it is crucial to make sure that the message gets delivered and seen. Unfortunately, only 2% of fans see your post due to these changes. The bad news is that Twitter seems to go the same way, but we have some good news for you either. An email is an open platform, which is not controlled and allows communicating freely. And by the way, 90% of emails get delivered to recipient's inbox. Of course, it's up to you and your marketing team how many of them will actually open and read your emails (usually 15-30%).



If only just looking at the numbers, with no further intentions and having only neutral approach, we might state the following fact:

Email marketing is 45 times more effective than Facebook marketing when it comes to delivering your message to the target audience.


Do not get amazed by these numbers, since there is always the other side of the coin. We will try not to overemphasize email benefits over other marketing channels, because each of them has a list of disadvantages too. We will get to that later, but for now let’s again play around with some numbers.


ConvertKit is Top Email Marketing Tool

On Facebook, if you post an update to your 10,000 fans only about 200 of them will even have a chance of seeing it in their News Feed. Alternatively, if you send an email campaign to 10,000 subscribers at least 9,000 of them would receive it in their inbox and depending on how good do you do your job, about 10-25% will open it, which results in 900-2,250 of final reach.

That sounds promising, doesn't it?

Also readers or existing clients are willing to open those emails: according to a report from Litmus, 82 percent of consumers open email from companies that they trust. Meanwhile, ExactTarget reported that 93% of consumers also get at least one permission-based email daily.

Again - numbers speak for themselves...

For those who more focused on sales to businesses, we have some nice news either. B2B emails achieved the highest open rates at 28% according to eConsultancy.


Mobile friendly


Since the majority of the mobile-using crowd has gone online, an email became rather easy way to reach mobile customers. When looking from marketer's perspective, there are several reasons for that:


  1. These days there are more types of mobile devices than phones (tablets, smartwear, internet-of-things, etc). Most of them give a chance to check your email regularly.

  2. Comparing with text message on mobile phone, email has much more space for marketing content. It allows to develop your thoughts more freely in order to convince the reader to click-through your website, but do not forget that the purpose of email marketing is to generate an interest by providing valuable content for reader.

  3. Emails are free for the consumer, while some text messages may be charged.


Conclusion



In the first part of this article we quickly went through the history of email campaign and why it still remains relevant marketing medium of choice nowadays. We cracked down some numbers that are relevant for decision making in digital marketing strategy, such number of accounts nowadays, level of usage and ROI. Slightly bigger attention in this part was paid to Reach, especially for mobile users, since we are smart and know why it is beneficial to target them.

The second part of article will keep on revealing even more advantages of email marketing. The game, that we play is not only about good and bad ratios and how to feed consumer with your marketing messages. Marketers must have strong ethics in order to build-up trust and long-term relationship. But do not worry, we will get to that. As well as we will explain you the concept of spam and how not to be identified as one by spam filters. So there is plenty stuff to learn in a way of becoming a successful email marketer.

Please express your feelings in the comments section below. Maybe you have some good or bad experience about the topic, or maybe it is just constructive criticism – we are open for that.


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