Is email marketing really working?
Most brands continue trying to get their customers’ attention through email marketing. While once hailed as a dying marketing tool, email has only gained in strength among most target audiences. While brands have to be careful not to spam their contacts, good and relevant content can make big waves when it is sent out regularly. Brands that use email marketing effectively have found the tool to be an easy solution that builds their brand reputation and boosts traffic.
1. It Keeps You in the Forefront of Consumers’ Minds
If a consumer shows interest in your brand, it is important to remain relevant and remembered. With email marketing, you are able to keep your brand right in the forefront of those consumers’ minds. If you use engaging and valuable content for your audience, then email marketing can be incredibly effective at encouraging click-throughs and improving brand recognition.
2. It’s a Great Tool for Mobile
When you create emails that adjust to screen size (responsive emails), you can send out emails that will adjust for laptops, desktops, phones and tablets. Pew Research Center has reported that in 2015, 92% of adults owned cell phones and 68% had a smartphone. Pew Research Center also reported that 88% of American smartphone owners get their email on their phones, meaning they are easily accessible at almost any time of the day. Email marketing is simply easy for your consumers without being interruptive–and the fewer hoops they have to jump through, the better.
3. It’s Easy to Track and Test
Marketers and business owners love how clear their email marketing results are. Email tracking is easy, making it clear how many are bouncing, how many are left unopened, how many links get click-throughs and more. Tracking means that companies can adjust to better appeal to their audiences when they find out what is working and what isn’t. Some brands even use A/B testing to specifically try minute changes in their marketing efforts to see if a different layout, title or content type would better appeal to their audiences.
4. You Can Segment for Personalization
When you are creating content to appeal to your potential customers, you want to be able to change up your approach. You don’t want to be boring or self-centered in your marketing strategies. Email marketing makes it easy to include images, graphics, text, links, buttons and even videos. A versatile platform is important for being able to address different aspects of pains and interests experienced by the wide variety of leads that are at differing points in your sales funnel. With the help of automated marketing and segmented lists, you will be able to personalize your approach for a stronger appeal.
With many consumers today looking for a deal, you can use email marketing to easily send special deals and sales out to your contacts. This can help get new leads for your brand and even retain loyal customers. Deals can be specialized for individuals, giving better deals to those who are regular customers or spend certain amounts with your brand.
5. It’s Cost Effective
Email remains one of the most cost effective marketing tactics available today. You simply have to craft content and set up emails to be sent out to your audience for future dates or specific events. The most time-consuming part of email marketing is going to be in crafting content and analyzing the results. However, the time you spend on getting to know your target audience better is going to be time well spent in strengthening your brand.
So, is email marketing still driving business?
Absolutely Yes. Consider these recent statistics:
14 Email Engagement and ROI Stats
- You are 6x more likely to get a click-through from an email campaign than you are from a tweet.- Campaign Monitor
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
- 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. -eMarketer
- When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
- Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout
- Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
- A message is 5x more likely to be seen in email than via Facebook. – Radicati
- 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media. – Monetate
- Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email – WhoIsHostingThis “Email Deliverability 101”
- Email marketing has an ROI of 3800%. – DMA
- The average order value of an email is at least three times higher than that of social media. – McKinsey
- 60% of marketers use conversion rates to evaluate an email’s effectiveness. – DMA
- Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
- For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor
And to state the record up front, this article or any strategy Workhorse Marketing deploys, is focused on permission based email marketing wherein a business collects email addresses with permission from interested prospects or customers, then sends those audiences information that is relevant and valuable to their needs.
Are you ready to address your target audience with a strong email campaign? Workhorse Marketing is experienced at helping companies like yours discover solutions and establish effective strategies. Contact us today to find out what our team can do for you!