Digital marketing likely started with an email. Since then, email has established itself as a reliable means to communicate and promote pretty much anything to a list of individuals eager to hear from you. Social media, texting, and assorted apps have their benefits, but for direct and immediate communication with your audience, nothing beats an email. As the digital marketing OG, here’s why email marketing won’t go away.
Lean on Email
As businesses shuttered and people stayed inside during the pandemic, email experienced a resurgence. Many companies scaled back on their digital advertising budgets, but leaned heavily on email marketing. By some estimates, 37% of all brands are increasing their email budget this year. Why? Because email isn’t an outbound channel, it’s an inbound one. Your list of contacts consists of people loyal to your brand and interested in your products. You can build on and extend the lifetime value of these customers by staying in touch with them through targeted email marketing.
Don’t Leave Money on the Table
It’s a fact: skimping on your email strategy means losing money. Across every channel, email has the highest return on investment (ROI), and, currently, for every dollar you spend on email you can make as much as $38 back. More than 4 billion email users are out there, and the audience has only grown as more people work from home and look to their inbox for information. Here’s another statistic to keep in mind: per HubSpot, e-mail marketing revenue will reach almost $11 billion by the end of 2023. Don’t leave that money on the table!
Keep in Touch, Keep Them Informed
If someone is interested in you, maintain that interest. Be consistent. Not just in email deliveries but also in the tone and content of your messaging. Emails have the personal touch, and regular emails keep customers coming back with updates, announcements, discounts, and simple familiarity. As a side note, get people to sign up for text message alerts as well. Younger customers, in particular, prefer to receive information and updates by SMS.
Keeping It Personal
It’s hard to have an emotional connection with a search engine, and you can still feel all alone scrolling through social media. Email, however, comes with a pre-existing relationship. Emails allow for outreach, keeping you at the top of clients’ inboxes and the top of their minds. Naturally, you don’t want to overwhelm your customers. Carefully curated lists can keep you out of the spam folder. You may have a single audience for your brand, but that audience can be segmented according to specific products and interests, best send times, recipients you’ve heard from often, and those you haven’t heard from in a while. Targeting optimizes your engagement metrics–open rates, conversions, and lifetime value–as well. With email campaign services, the goal is to hit that sweet spot where people look forward to receiving them! Building that consent leads to bigger ROI.
Email plays well with other marketing channels too. Data generated by mail improves SEO on blogs and websites, and email service providers (ESPs) can integrate with social media platforms to generate real-time data as well.
How’s Your Email Strategy?
Those are several reasons why email remains the digital marketing OG and why email marketing won’t go away. If you need a marketing team that understands email strategy, contact Logical Position the email marketing experts. We’ll perform an audit of your current email marketing plan and determine which email marketing services can extend customer lifetime value and build brand awareness. With Black Friday and Cyber Monday coming, ensure your email game is on point!
Tony Mers, Director of Email Marketing
Tony Mers is the Director of Email Marketing at Logical Position, an Inc. 500 company headquartered in Oregon with offices nationwide. The agency offers full-service PPC management, SEO, Social Media, Amazon, and website design solutions for businesses large and small, and was ranked as the third best place to work in America by Inc. Magazine.
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