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Email Marketing
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Viva la Emailing
In connection with email marketing, it is often mentioned recently that it is in decline, some marketing specialists even call it a dead channel. In order to put things into perspective, we must realize that this assessment is based on the assumption of using email as a tool to reach new potential customers, the 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 basically junk. In the eyes of many people, this method has become not only unethical but also illegal within the EU states.
Based on the statistics, however, it is clear that email is and will remain one of the most important online marketing tools. However, it must be used in such a way that it helps and does not harm your business. (Instructions on how to use emailing to your advantage can be found in the article: How to email to get the most out of it)
So let's take a look at the most interesting statistics:
- Around 102.6 billion emails are sent worldwide each year and this is expected to increase to 126.7
trillion by 2022 - for purchases resulting from a marketing message, email marketing has the highest conversion rate (4.24%) compared to organic (2.49%), social media marketing (0.59%) or other types of online campaigns
- 72% people prefer to receive marketing communications or offers via email versus 17% who prefer social media
- The return on investment in email marketing can range up to 3800%
To this we can add the fact that most users who use email check their mail at least once a day, but this number can easily climb up to 20 times a day. Portable devices such as mobile phones make this activity even easier, if only because of 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 drive the customer to make a 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.
It is here that we can observe the difference compared to advertisements in search engines, on social networks, on television or radio. Someone who, for example, is watching the news in the morning and comes across your ad was not primarily interested in learning about your brand or product, so the message is most likely to be ignored or even annoyed.
Email marketing is also a great tool for remarketing campaigns. In short, this means that you can use email to send information about an abandoned cart, offer a coupon or free shipping, you can personalize content by pointing out the products the customer has viewed and encourage them to complete the purchase.
A fantastic benefit is the ability to monitor the performance of individual campaigns directly in the e-mail tool, such as: conversion, click-through rate (CTR), open rate, returned e-mail rate and others. This allows you to easily monitor and calculate the return on your investment.
The use of 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, makes it possible to maintain constant contact with the customer. It is a practical and instant tool to target a large group of people with the possibility of personalization and tracking the performance of campaigns, which is why we think it is essential to include email marketing in your business strategy.
Long live emailing!
