Why Email Is Still No.1
“The problem is not that email as a channel does not work, the problem is that it isn’t being properly utilised .” – Unknown
As the digital marketing landscape continues to evolve, new and innovative ways to market your business keep coming to the forefront. While these innovative methods and techniques might actually deliver what they promise – they also come with their own disadvantages.
However, there is one technique that has been around since the beginning of digital marketing, and has continued to grow exponentially. In fact, it is counted as the third most effective source of information for B2B audiences.
So, what is this technique? It’s called email marketing.
Providing an average ROI of $44 for every dollar spent, email marketing is widely used by both B2C and B2B businesses around the globe.
B2B marketers use email marketing to generate leads and increase their business’ success with 59% calling it their most effective revenue generation channel.
Let’s look at some of the reasons behind the success of email marketing.
So, what is this technique? It’s called email marketing.
Providing an average ROI of $44 for every dollar spent, email marketing is widely used by both B2C and B2B businesses around the globe.
B2B marketers use email marketing to generate leads and increase their business’ success with 59% calling it their most effective revenue generation channel.
Let’s look at some of the reasons behind the success of email marketing.
Why Email Marketing Is So Successful
Enhanced Customer Acquisition
While social media is extremely important for interacting with your audience and creating personal relationships, email marketing is the way to go for conversions – accounting for 7% of all online acquisitions. It is the best tool to use when trying to convert leads and prospects into loyal customers.
According to eMarketer, email marketing has a rate of 81% customer acquisition, and a whopping 80% retention rate for existing clients.
Cost Effectiveness
Email marketing allows business owners and marketers to reach massive audiences without having to spend thousands of dollars. Hence, 85% of US retailers believe that it is best medium for customer acquisition and customer nurturing.
One important reason behind this is the reduced need for printing and postage that traditional marketing is based upon.
You can create the same imagery and affect with emails – while also providing follow-up information to prospects and customers.
Encourages Action
Albeit unknowingly, most emails you get are sales oriented, and designed to elicit specific actions from the receiver – in the form of replies, clicks, forwarding, or even direct purchasing.
Using custom triggers, you can automate your emails to be transactional in nature, and direct traffic and quality leads to your website through email marketing.
The Future Of Email Marketing
Email marketing is predicted to become more popular in the upcoming years, especially considering how it can drive success for companies.
Here are some current and future trends of email marketing:
Increased Personalisation
Dynamic and personalised content served in real time is increasingly being incorporated into email marketing strategies with great success – especially since this allows businesses to reach consumers at the right time, and with the right information.
Moreover, it’s predicted that conventional data analytics will soon be widely accompanied by machine learning – introducing a new generation of triggered emails which will be sent in response to a more diverse range of actions.
Interactive Making Emails
Thanks to roll over images, email carousels, and embedded videos, emails are now becoming more interactive. Instead of leading to simple landing pages, marketers can now create a new flow of interaction, which in the future could make these pages unnecessary.
Voice Enabled
Nowadays, 3 out of 5 consumers check their email on the go through their mobile phones, while 75% use their smart phones to check email most often. In short, people have been reading emails on smaller screens as the years go by – going from desktop computers to smartphones, and even smartwatches.
So what comes after a watch? No screen at all!
There are predictions of integrating voice into wearables like caps and coats, which would use innovative technological features to read out your emails to you.
If you haven’t integrated email marketing into your inbound marketing efforts yet, you are missing out on this incredible opportunity to market your products – at scale.
With increased brand awareness, a loyal customer base, and high ROI, email marketing is one of the best ways to ensure that your business is a success.
