15 Reasons Why Email Marketing is Important
If you think the rise of social media marketing, pay-per-click (PPC), and SMS marketing will slowly decrease the value of email marketing, you’re wrong. Statistics suggest that email is still the most popular marketing channel —with 3.9 billion active users worldwide.
Think email marketing will die? —The same study also suggests that email users will amount to around 4.48 billion by 2024!
Here are some other mind-boggling email marketing statistics that prove its superiority over any other internet marketing channel:
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If you’re still unsure about email marketing’s worth, this article is for you. In this article, we’ll discuss 15 reasons why email marketing is important for any business.
Ready?
Let’s begin!
Why is email marketing important?
Email marketing primarily helps businesses build a relationship with their target audience. In order to grow and sustain, every business needs to:
- Generate new leads
- Convert leads into customers
- Retain existing customers
Email ticks all of these boxes and more. You can generate an email list with email subscription forms, convert leads into customers with promotional emails, and retain existing customers with customer retention emails.
Apart from that, email brings several other advantages to the table. Below are some of the most prominent ones:
1. Drive traffic to your website
Your website is your primary source for selling products online. However, most of the visitors will never return.
The reasons may vary. While some people don’t stay long enough to find the required information, others simply get it and leave.
In order to bring them back to your website and have any chance of selling products to your website visitors, you need to have a way to communicate with them. Adding an email subscription form to your website can help!
Once you’ve gathered your visitor’s email addresses, you can start reaching out to them with news, updates, offers, and information about your business with a CTA to visit your website.
Dive into our newsletter content strategy tips to drive traffic to your website.
2. Grow your business
What’s the best way to grow a business? —Customer acquisition!
The larger the customer base, the bigger a business is. This is why 49% of marketers stated that customer acquisition is their first priority in digital marketing. However, customer acquisition isn’t an easy chore. It takes a lot of effort to bring people into your business and even more to turn them into customers.
Blogging, content marketing, advertisements, product trials, and referral marketing are prominent ways to bring people into your business. Once you’ve done so, email marketing can help you nurture and educate people about your business.
Sending regular emails to your subscribers will help you increase engagement and trust in your brand. As a result, you’ll be able to make more sales and grow your business.
Learn more ways to grow your business.
3. Stay in touch with your audience
Constant communication is the key to building a relationship. Businesses need to communicate with their customers regularly in order to keep them engaged and retain them in the long run.
However, there aren’t too many reliable communication channels out there. While Ads can cost thousands of bucks, social media platforms limit how many people you can reach.
A study on B2B content marketing benchmarks, budgets, and trends conducted by Content Marketing Institute found that around 87% of marketers depend on email to distribute their content.
Why? —Because email is the most reliable communication medium for interacting with your audience.
People usually subscribe to emails they are interested in. So you won’t annoy your users if you email them. Moreover, emails go through a strict spam filtering process that ensures less junk and more value.
From the customer’s point of view, this ensures they’ll get what they expect without experiencing the annoyance of getting pointless newsletters and promotional offers. Hence, you can always reach out to your audience and keep them informed with news, updates, and offers.
4. Build a better relationship with customers
Having sound communication with customers is more important than you think. Communication builds relationships, and good customer relationships increase sales, deliver invaluable marketing data, and boost revenue.
An average business can experience 11%-25% customer churn depending on the industry. Oftentimes, this happens because they didn’t build a relationship with their customers.
Customers will eventually forget about your brand if you don’t communicate with them. So you need to communicate with your customers regularly. Email is a genuinely effective communication channel for getting in touch with your audience and establishing a special relationship with your leads.
As long as they have opted-in to receive your emails and you give them something worth reading, your email subscribers will never complain about your emails. Therefore, you can often reach out to your audience, steadily inform and educate them, and build better customer relationships.
5. Tailor personalized communication
Adobe’s personalization survey suggests that 67% of consumers want to see personalized content, and 42% would be annoyed by content that isn’t tailored for them.
If you want to succeed with email marketing, simply sending bulk emails won’t cut it anymore. You must develop full-proof email marketing campaigns that address your audience’s pain points, establish an emotional connection, and offer them the required solutions.
What’s the best way to do so? —Personalization!
Email marketing gives you this opportunity by connecting with customer relationship management(CRM) software. The duo has made personalization so convenient that you can track your audience and gain valuable insights.
By understanding your audience better and segmenting your contact database, you’ll be able to send personalized information and recommendations.
For example, you mention your customer’s name or include their basic information inside an email. Specialized email marketing software can also help you personalize email content based on segments.
Dive into our article to find out the best ways of email personalization.
6. Profitable and cost-effective
Profitability and cost-effectiveness are two of the many benefits of email marketing.
Think about it; most digital marketing channels cost a huge chunk of money. While SEO takes a lot of investment upfront to have long-term success, social media and PPC advertisements can take up a large chunk of your marketing budget.
Email marketing is different in this regard. It doesn’t cost you much to generate a staggering 3800% return on investment(R.O.I.).
In email marketing, you’ll only have to bear the expenses of composing emails and the marketing automation software. There are no additional costs for the clicks or opens. This is much more affordable than other marketing channels, which often charge based on generated results.
However, your marketing automation software’s cost can be a headache as they generally cost more businesses as they grow. While you can start email marketing for free, popular marketing automation solutions like MailChimp can cost up to $59/Month for 5000 contacts.
However, there are self-hosted options like FluentCRM, which cost way less. You can download FluentCRM’s free version from the WordPress repository if you’re a small business. The premium version costs just $129/Year with all features and integrations so that you can start enjoying email marketing at a minimal cost!
7. Scalable and data-driven
There’s no guesswork in marketing. Unless you don’t have accurate data to measure your marketing efforts, you won’t understand what to do next.
Email marketing provides you with reliable and measurable data and allows you to discover valuable insights about your audience. Today’s email marketing tools can do much more than help you check subscriber growth and reduction. They track every sent email and show you reports of opened, clicked, and bounced emails.
Apart from giving you proper measurable data about your email campaign’s performance, email marketing tools work simultaneously with your CRM or marketing automation software. As a result, you’ll get more insights into your customer’s persona and behavior so that you can test or tweak your marketing and improve your marketing like never before!
8. Generates results faster
What’s the point of investing your time and energy into marketing if it doesn’t generate results? —None!
However, it takes time to see if your efforts paid off if you’ve invested time in blogging, SEO, social media marketing, or PPC advertisements.
That’s not the case with email marketing. Email is a direct medium of communication. Given that you’ve put enough creativity into writing your email subject lines, your target audience is likelier to open, read and click your emails instantly after receiving your email.
Of course, some people will skip promotional emails, and some will keep them to read later. However, most people read an email within 24 hours. So you can stay assured about generating a result within a couple of days with email marketing!
9. Mobile users check their email inboxes constantly
Smartphones have become people’s go-to solution for connecting with their friends, family, businesses, and whatnot! People are always checking mobile phones —at the movies, in grocery stores, in waiting rooms, or whenever it’s convenient.
According to Resquetime, smartphone users spend 3.15 hours on their phone screens every day, and ExactTarget’s survey reports that 91% of mobile users use smartphones to check their emails.
This makes email an excellent option to reach out to your audience. No matter where they are, they’ll open and read your email whenever convenient! Stats reflect the same, 50% of all emails are opened on a mobile device —generating a staggering 4.29% conversion rate!
10. More effective than social media
Social media is surely an excellent marketing channel for driving leads and increasing brand visibility. Datareportal’s Digital 2022 Global Overview Report suggests nearly 4.62 Billion people use social media actively.
While the massive active audience may mean social media platforms are excellent for advertisements, there’s a catch. Most people use social media accounts for casual online appearances and communication purposes. They’re either communicating with their friends and family or scrolling the feed.
Oftentimes, social media posts or ads get lost due to constant scrolling. In comparison, email gives a disturbance-free advertisement opportunity because it stays between you and your consumer.
Businesses across the world prefer email because it gives them complete control and allows them to generate potential customers. In addition, it lets businesses segment their leads for sending personalized content. Social media platforms don’t give you much control over who sees what, and the ads are comparatively less-personalized.
Although you can segment your campaign to some extent on social media platforms, it’s nowhere near what email marketing can offer. For these reasons, email marketing is clearly more effective than social media, and consumers prefer emails to receive marketing offers and promotions.
Further reading: Email marketing vs. social media marketing: which is for what?
11. Email marketing can be automated
What’s your biggest enemy as a business owner? —Time!
As a business owner, you’ll have to focus on many things. From managing your business to managing finances, you probably won’t have enough time to improve your marketing strategies. That’s what makes time your biggest enemy!
Fortunately for you, email marketing gives you the luxury of cruising on autopilot. Nowadays, you can choose email marketing automation software to automate your email marketing campaigns and focus on the other sectors your business needs to improve.
Having a marketing automation tool at your disposal means that you’ll spend some time only when you’re writing the emails or setting up your automation funnels.
The best part?
You can dictate user journeys based on your and your customers’ interactions. Email marketing instantly generates follow-up information about every interaction, which you can use to personalize your marketing efforts at a granular level and maximize your conversion rates!
12. Create efficient customer retention policies
Existing customers are 60%-70% more likely to make repurchases than potential customers. So, customer retention is just as important(if not more!) as customer acquisition if you want to build a sustainable business.
Having a customer retention policy will help reduce customer churn and boost customers’ lifetime value (CLV).
Email marketing also helps in that regard firstly because email marketing helps you stay in touch with your audience. Secondly, it helps you build long-lasting relationships based on trust. And finally, you can retain customers with various customer retention emails.
13. Achieve brand advocacy
Brand advocacy happens when your customers are so satisfied with your brand that they would recommend your brand to their friends and family. This can be way more powerful than your regular marketing efforts because 92% of people trust recommendations from their friends and family.
To say email marketing can help achieve brand advocacy may sound like an exaggeration, but it isn’t. Modern-day email marketing is much more than blasting your audience with a single email broadcast.
Your success depends on how well you can address your audience’s pain points, offer them personalized offers, improve your products by gathering feedback, reward loyalty and empathize with them by tapping into their emotions. When you ensure these, customers will get attached to your brand and trust it over any other brand.
As a result, they are more likely to recommend your brand whenever possible. So yes, email marketing can even help you achieve brand advocacy!
14. Win back past customers
70-80% of e-commerce customers never come back. Email marketing solves this issue by allowing you to build wonderful customer relationships with effective customer retention emails. However, if your relationship-building strategies don’t work, it doesn’t mean you’ll lose your customers. With email marketing, you can always win back your past customers.
Most email marketing software will let you find your inactive customers. If you dig a little more, you can also identify the reasons behind inactivity. This gives you a greater opportunity to solve the problems behind customer churn and enables you to reach them with appropriate offers and deals to win them back!
15. Provide excellent customer service
Good marketing will boost your sales, and excellent customer service will turn your customers into your brand advocates.
Customers will always be on the lookout for information whether they want to buy something or if they have already made a purchase and waiting for the shipment to arrive. They may also ask post-purchase questions, and these often happen via emails.
You can ensure excellent customer service by answering your customers’ questions via email and reaching out to them with the information they need. Doing so will make your customers happy and more likely to rave about your brand wherever they can!
To sum up…
Communication is the best way a business can grow and excel. The personalized touch to your email will give you a competitive edge over your competitors. That’s why email marketing is invaluable for connecting with your customers. It’s convenient, reliable, flexible, and cost-effective compared to any other marketing channel in the world. And that’s exactly why email marketing keeps generating incredible results, even in 2022!
