WHAT IS EMAIL MARKETING AND WHY IT IS IMPORTANT?


More than 52% of the world’s population use email, according to the Statista report 2017. That makes up about 4.1 billion people of the modern world, and with the advancement in technology, it is still expected to be increased. Email Marketing is a consistently successful marketing campaign since the start of digital marketing, and it hasn’t wavered even new strategies are in the market among e-commerce marketers. It is equally effective for small, medium, or large-scale businesses. There are online courses, webinars, and workshops available to teach email marketing.


Email marketing is a powerful way that helps you to develop a relationship with the targeted audience and get the potential prospect to be regular customers. It directs the people to the brand’s website, increasing the traffic and generating sales or revenue for your business. The platform also leads the interested customers to new features or offers for the company and keeps them updated. It has evolved and connected and maintained the personalized and segmented connection between the marketers and the customers.


Here are some essential key points to keep in mind while as you craft your marketing campaign:

  • Goal: which explains what do you want to accomplish with the email marketing

  • Design: email with well-defined preheader, concise and compelling email content with relevant graphics with ergonomics arrangement

  • Interoperability: of email with various platforms, i.e., Android, ioS, windows, etc.

  • Marketing Automation: to the subscribers to keep them engaged with your brand and updates in the specified time

  • Test and optimize campaign performance: to the marketing analytics and upgrade the marketing strategy

 

Why it is important?



Email marketing being the most effective and successful marketing campaign provides several competitive advantages such as:

  • Accessibility to Everyone

According to the Statista report 2017, 4.1 billion of the world’s population use email. It is the most feasible and robust connection between the marketers and the customers. Everyone around us has an email address, and people check their email daily. On a daily average, people send approx. One hundred ninety-six billion out of which 109 billion emails are specifically business-oriented. Even with the expansion in technology and new marketing techniques, marketers keep coming back to email.


  • Economic and Cost-Effective

It affordable and inexpensive compared to the other marketing options, i.e., outbound marketing, TV advertisements, radio channel, etc. The cost per conversion is low with email marketing. Email companies in the market offer more extensive monthly plans to grow businesses with higher volumes of subscribers.


  • High Return on Investment (ROI)

The most critical component of a business is the return on investment (ROI). As email marketing provides a strong connection between the customers and the marketers, it builds a sense of trust among them results in increased profit with the less amount invested. Email marketing provides the highest ROI than the other marketing strategy, $40, while social media generates $38.


  • Increased Brand Awareness

Social media is not the only option for business awareness, but email marketing also provides this functionality. As you have the people’s email addresses that have shown interest in you, it can be the ultimate possibility of building a level of trust and confidence with the customer personally and adding a sense of personality to the business.


  • Real-time Connection

As email marketing provides personalization and customization features, it can be an effective medium to communicate directly to the customers. It is proved from the research that the email opening rate is higher for the email sent by the user's name. As cell phones have become so handy, email applications have interoperability with the various platforms. It enables the customers to check their emails regularly and connect with the ongoing promotions and offers in real-time.


Automated email marketing also acts in real-time, i.e., as soon as the person has subscribed, a welcoming note and overview of the business are sent through. It also helps in maintaining a good relationship with the buyer.


  • Measurable Analytics

Email marketing tools offer the ability to measure and track marketing strategies. Following are the most critical metrics for the measurement of the success of the campaign.

  1. Email Delivery Rate

  2. Email Opening Rate

  3. Email Click-Through Rate

  4. Conversion Rate

  5. Bounce Rate

  6. Subscribe vs. Unsubscribe Rate

These metrics are a vital part of a successful marketing campaign and help in business development. The follow-up of the business can improve these measurements


  • Long-term connection

According to Forrester Research, 85% of US retailers agree that email marketing is effective for customer acquisition and retention. Email marketing is the transitional media used to direct the traffic to the business website that ultimately drives the sales. This connection at the personalized level helps to build a strong relationship with the customer. Timely offers, promotions, special day coupons help interact with the buyers and keep them updated with the business's plan and upcoming offers. So, email marketing generally engages the people interested in your brand and keeps them connected and engaged and helps grow business.


 

A comparison of email marketing and social-media marketing


The majority of marketers promote their business through both social media and email marketing campaigns. Both are effective in their terms, but email marketing is typically the better option if you have to choose between the two.


Social media is an important and relatively new component in business marketing. There is only one area where social marketing is ahead of email marketing is its ability to disseminate and expose the information to the network of followers.


The most significant key point is that most people use social media for pleasure and check email typically for business purposes. On the other hand, email marketing has got the edge over social marketing. It is not very effective in terms of customer acquisition, customer retention, generating ROI, average click-through rate, personalization and customization features, automated marketing, security provisions.


Still, the bottom line is that the best marketing strategy is the one that works best for your business.


 

Conclusion


A complex digital marketing campaign focuses on different prospects of marketing such as personalization, automated marketing, CRO (Conversion rate Optimization), etc. Creating a successful marketing campaign or strong email marketing strategy helps you reach and connect with the target audience in a personalized way and returns a great return on investment (ROI) for the marketers. Despite other digital marketing platforms in the market, email marketing is still ruling over because it can reach customers more effortlessly than ever.