Very often people are too quick to publish obituaries about the efficacy of email marketing. After all, Gen Z is spending more time than ever on social media. However, statistics have shown that email is not only very much alive but also proving to be a powerful branding and marketing tool.
No doubt social media has received a lot of attention. Even then, the importance of email marketing cannot be overstated. Most successful marketers will tell you that a strong email strategy can form the backbone of their campaigns.
Not convinced? Let’s take a deeper look.
Data Behind Email Marketing
Globally, email marketing has an edge over all other strategies, as per the latest research. Despite the growth of social media, email remains an essential component of people’s daily lives. According to Statista, the global email user base in 2021 was over 4.1 billion, with more than 306 billion emails exchanged per day. The global email user base expanded to an estimated 4.26 billion in 2022 and is projected to reach 4.6 billion by 2025.
When comparing the userbases of various social media networks, email comes out on top. It speaks volumes about the success of email in reaching out to more individuals worldwide.
However, to get the best outcomes from email marketing, you must take a targeted approach to develop the most appropriate email marketing strategy.
How To Measure the Success of Email Marketing?
Just because email has a more extensive userbase than any social media platform does not mean it is relevant on its own. To assess the impact of email marketing, evaluate how effective it is for businesses who employ it. Perhaps more importantly, how many marketers still depend on it?
If email marketing is losing favor, it is logical to conclude that other strategies will fill the void. However, research has proven that is not the case.
Due to the minimal cost of entry and operation, and higher conversion rates, email marketing offers the most effective ROI among the various marketing methods in play. As many as 81% of B2B organizations in a survey said that email newsletters are one of the most popular forms of content marketing.
What Makes Email Marketing Effective?
Here are some of the benefits of email marketing that help yield better results:
Stay in contact with the audience
Most consumers are weary of pop-up ads and social media commercials and will ignore them without reservation. On the other hand, emails stand out since they can be personalized and may be checked at any time. When done intelligently, the email market can help build a relationship with customers and business associates.
Allows Targeted Messaging
For email marketing purposes, companies can categorize the email list. Demographics, lead status, geography, and other pertinent variables play a role. Marketers may now send personalized emails based on their client’s needs and interests. When personalized to each client, it may result in higher conversion rates.
It is Measurable
An email marketing strategy provides immediate access to consumer behaviors and actions. This covers the bounce rate, open rate, delivery rate, unsubscribe rate, and click-through rate. These metrics assist businesses in developing plans to acquire more customers.
It is Affordable
Email marketing is incredibly cost-effective when compared to other types of marketing efforts. There is no cost for print, sending mails, ad space, or any additional costs associated with other digital methods. Email marketing allows businesses to reach their target audience for pennies on the dollar, making it a must-have for most digital marketing strategies.
Integrates seamlessly with other Marketing endeavors
Email marketing may help to amplify other channels in an integrated marketing plan, including webinars, content marketing, and social media. As a result, emails have become an indispensable part of every marketing strategy.
Email marketing has a long history. It has evolved over the years and remains an important tool for promoting brand recognition and sales conversion. Its power to generate a high ROI makes it so very important in the complete arsenal available for online marketing. Companies that use email marketing effectively can hope for better conversion as well as higher customer retention.