Understanding the Value of Email in Marketing

Understanding the Value of Email in Marketing - Design
Understanding the Value of Email in Marketing

Email is arguably the most affordable marketing tool and has by far the greatest reach. One doesn’t need to be a rocket scientist to deduce that a large percentage of grown-ups use email on a daily basis. Even without statistics to back the claim up, you will hardly find anyone you know not using email regularly. There are good reasons they and we all do: it is free, fast and keeps us in contact with friends and colleagues no matter where they are.

Email Marketing at a Glance

Email marketing campaigns are the most efficient sales promoter in history. On top of standing a stunning 90 percent chance of reaching recipients’ inboxes, marketing messages also offer a better chance to present an offer than any other funnel possibly could.

Firstly, email is convenient because it allows for higher word counts, but that is by no means its only advantage. It helps businesses keep in touch with their customer base and promote their offers on a regular basis. Email makes adding a personalized message, a subscription button and even a video seamlessly done, thus increasing the chances of further campaign targeting.  

In fact, 92 percent of online adults use email, with 61 percent of them every day. Employees spend ca. 13 hours per week performing the same task.  Plus, 57 percent of email subscribers spend 10 to 60 minutes browsing email offers on a weekly basis. Combining these stats makes realizing the importance of email marketing campaigns more obvious, mildly put.

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Increasing the Value of Email Marketing Campaigns

Statistics may be stunning, but that isn’t to say that email has made marketing any less effortless. Cheaper, yes, but when it comes to winning and keeping customers, personalization is all that matters. Before that, one must make sure that the messages being sent will reach people’s inboxes and not their spam folders. The crucial steps to boosting ROI with the help of email marketing can be broken down into several steps: deliverability, optimization, personalization and segmentation.

1.      Deliverability

Deliverability is the first step. Increasing it means more messages will be read, which, in turn, guarantees a larger percentage of CTRs. Make certain that your email service provider is a trusted one and avoid using spam trigger words (refer to the CAN-SPAM Act for help). Finally, an unsubscribe button should be included in all the messages you send. Sadly enough, too many emails get flagged as spam because people don’t have the option to unsubscribe from the services they are no longer interested in.

2.      Optimization

Mobile phones are on the rise and likely to stay on top. All stats point to that direction, and a marketer not making use of stats is a marketer who still has a long way to go. That being said, it is a must that email marketing campaigns be optimized for mobile devices. Presently, ca. of all emails are being accessed via mobile devices, with one-third of all clicks happening there. All messages must look as good on a mobile phone as they do on a computer screen.

3.      Personalization

Everything wants to feel special, thanks to our psychology. Things don’t stand differently when it comes to marketing. A personalized welcome message will do wonders to keep your customer base ever-growing. If you add a concise and professional opening line, stay away from clickbaits and mind shopping cart reminders, you will start seeing a massive increase in your business’ ROI in no time.

Personalization does not imply writing a separate message for each customer. There are numerous email templates that will shorten the process; however, using insights to deliver just the content each customer is looking forward to is the essence of email marketing.

A call to action at the end of the message is just the thing to boost the sales. Make certain to present exactly what the offer is, lest you lose customers to clickbaits.       

4.      Segmentation

List segmentation is of utmost importance as it provides insights into the specifics customers wish to keep informed about. The first steps are demographics, behavioral data and purchase history. It is essential to remember that each customer has their own preferences and shopping habits.

Email Marketing Meets Automation

Presently, ca. 95 percent of companies rely on marketing automation, keeping personalization intact. The larger the campaign, the more time it takes, so there are no surprises in this regard. As a matter of fact, automation does wonders to boost ROI. Statistics has it that automation has a 133 percent higher chance of delivering relevant messages. Targeted email campaigns generate over 75 percent of overall email revenue and personalized emails — six times higher transaction rates. To fully grasp the potential of email marketing, we’ll leave you with some stunning facts:

  • 50 percent of small and medium size businesses make use of automated email marketing campaigns
  • Email marketing has an ROI of 4400 percent
  • The average order value per email is approximately three times higher compared to social media
  • 77 percent of ROI is generated through segmented and targeted campaigns

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