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What is email marketing?
Email marketing is a direct marketing channel that uses marketing emails to promote your business and its products and services. It also informs customers about new and upcoming products, offers, or other updates. It is critical in increasing brand awareness, driving engagement, nurturing leads, or making a sale.
Is email marketing still relevant?
Short answer: yes.
Email marketing is one of the very first means of digital communication, and we’ve had many communication channels come up and gain popularity considerably fast. However, email marketing remains the most widely used marketing channel. Statista estimates that the number of global email users might grow to 4.73 billion by 2026.
Benefits of email marketing
There are various reasons why marketers choose email marketing over other channels. The major benefits that make email every marketer’s favorite tool are as follows:
1. Budget-friendly marketing channel
Email marketing is one of the most cost-effective digital marketing channels. You might be sending free marketing emails The availability of low-cost and free tools for various aspects of email marketing contributes to maintaining the low cost of running email marketing campaigns.
2. Increased brand awareness
Sending emails to your customers and prospects regularly helps reinforce your brand identity amongst your audience. It also builds a strong relationship between your brand and the audience. The low cost of running email marketing campaigns helps run more campaigns to build better brand awareness.
3. Targeted communication
Email marketing is a marketing channel that allows you to target the right section of the audience. You can also segment your email marketing list based on various criteria such as demographics, behavior, interests, and purchase history. Audience segmentation allows you to send email marketing campaigns to a segment to which the content is most relevant, leading to a better customer experience.
4. Direct communication
Other marketing channels technically rely on creating campaigns and putting them in a network so potential customers would find them. However, email marketing is a direct marketing channel, meaning that the marketing efforts are directed toward individual prospects. Emails land directly in your email subscribers’ inboxes, providing a direct line of communication with your audience.
5. Automation and scalability
Email marketing tools allow you to automate various aspects of your email marketing campaigns, like list segmentation subscribers and setting up trigger emails and drip campaigns. Email automation makes it easier to scale your marketing efforts and reach a larger audience with significantly less manual work.
6. Higher customer engagement
Email marketing is highly effective in engaging and retaining your customers and improving customer loyalty. Brands use emails to send regular product updates, newsletters, informative blog posts, and exclusive offers to keep them informed and engaged. AMP-powered interactive emails even allow the recipients to interact with the different elements of the emails, further increasing engagement.
7. Collect feedback
Unlike other marketing channels, which are one-way communication, email marketing allows businesses to gather responses from their audience. This is handy when brands want to collect customer feedback to improve their campaigns and marketing efforts.
8. Measurability
Email marketing allows for detailed email analytics, allowing you to track the success of your marketing efforts in the form of metrics like click-through rates, conversion rates, open rates, and more. This data helps measure the effectiveness of individual email marketing campaigns and improve future ones, making more data-driven decisions.
9. Your email audience can be retained
When you make an email account, it becomes your property. Unlike many other social handles whose real control is with the provider, emails have the security where no one can cease or delete your content unless it’s spam or illegal. Also, the email list you build can easily be downloaded and used with any other customer relationship management system (CRM) to continue your marketing efforts.
If you’re new to email marketing and want to learn more about it, a great way to expand your knowledge is to take an online course on email marketing. For instance, you can check out the 90-minute email marketing course called Email Masterclass by Mailmodo.
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