EN 
CZ 
SK 
Analytics
Creating an e-shop
Magazines and brochures 
Viva la Emailing
In connection with e-mail marketing, it has been often mentioned lately that it is in decline, some marketing specialists even call it a dead channel. To set the record straight, we need to remember that this assessment is based on the assumption of using email as a tool to reach new potential customers, so-called "cold outreach".
This is contacting or offering services/products to customers who don't know your brand, have never heard of you and your email is essentially unsolicited. This method has become not only unethical in many people's eyes but illegal in EU countries for example.
However, based on the statistics, it is clear that email is and will remain one of the most important online marketing tools. However, it must be used in a way that helps and doesn't hurt your business. (For a guide on how to use emailing to your advantage, see the article: How to -emailing to get the most out of it)
So let's take a look at the most interesting statistics:
- Worldwide, around 102.6 trillion emails are sent annually and is expected to grow to 126.7
trillion by 2022 - for purchases that are the result of a marketing message, email marketing has the highest conversion rate (4.24%) compared to organic (2.49%), social media marketing (0.59%) or any other type of online campaign
- 72% people prefer to receive marketing messages or offers via email versus 17% who prefer social media
- The return on investment for email marketing can be up to around 3800%
We can add to this the fact that most users who use email check their mail at least once a day, but this number can easily climb to 20 times a day. Portable devices such as mobile phones make this activity even easier, if only for the notifications and the ability to open and read emails anytime, anywhere.
How does email marketing work?
Email marketing is used to build a relationship with the customer and lead the customer to repeat purchase. It is an effective way to inform about discounts, news or active campaigns.
The advantage is that if the customer has voluntarily signed up for the subscription, they are obviously interested in your brand, products and offer, and therefore it will be easier to reach them, keep their attention and lead them to purchase.
This is where we can see the difference compared to ads on search engines, social networks, TV or radio. Someone who is watching the news in the morning and comes across your ad may not have been primarily interested in learning about your brand or product, so they are likely to ignore the message or may even be annoyed by it.
Email marketing is also a great tool for remarketing campaigns. In a nutshell, what this means is that you can use email to send abandoned cart information, offer a coupon or free shipping, personalize content by highlighting the products the customer has viewed and encourage them to complete their purchase.
A fantastic benefit is the ability to monitor the performance of individual campaigns directly in the email tool, such as: conversions, click-through rate (CTR), open rate, bounce rate and more. This makes it easy to track and calculate your return on investment.
Using emails is one of the most effective ways of online marketing strategy, not only because of its affordability and great return on investment. Emailing, as a form of direct communication, allows you to maintain constant contact with your customers. It is a practical and instant tool to target a large group of people with the ability to personalize and track campaign performance, which is why we think it is essential to include email marketing in your business strategy.
Long live e-mailing!
