The digital environment is ever-evolving, with more platforms and channels than ever before. Many business owners and marketers may wonder whether email marketing continues to have any real role to play in a comprehensive digital strategy. The answer to this is a resounding YES.
Email marketing remains as effective (if not more so) as it has ever been – and it is an important, if not critical, aspect of any well-considered digital strategy.
What is Email Marketing?
Email marketing is a type of direct marketing that promotes your products or services via email, boosting consumer awareness of your brand and its offerings. It has a pivotal role to play in a wider digital marketing strategy, keeping your customers informed and engaged.
Consider:
- Email remains an incredibly popular communication channel, with more than 4 billion users and over 300 billion emails sent daily worldwide. (Radicati)
- 80% of professionals maintain that email marketing drives customer engagement and acquisition. (InsiderIntelligence)
- 60% of surveyed consumers report making a purchase decision based on marketing emails, compared with just 12.5% for social media calls to action. (OptInMonster)
- Email campaigns generate an average open rate of 17% and clickthrough rates of 4%. (HubSpot) and has the highest ROI for small businesses (CampaignMonitor)
7 Reasons Why Email Marketing is Important to Your Digital Strategy
- First and foremost, you need to understand the significance of owning your customer list. Consider this: if, for example, social media platforms were suddenly unavailable for any reason, how would you continue to communicate directly with your customer base? When you have invested in email marketing, you have a subscriber-based contact list that you own, that is immune from outside influences, and is accessible only to you.
- Email marketing is simple & cost-effective. For every $1 spent on email marketing, it generates a return of $38. This represents a massive 3800% return on investment (ROI) and makes email one of the most cost-effective marketing channels. (Source: Litmus)
- Email is a personalised communication channel to speak directly with your customer. Via email segmentation, it’s easy to send curated content to different segments of your contact list based on demographics, past purchase behaviour, and other considerations, delivering quality, relevant content where it’s most valuable.
- Email actively generates leads, sales and traffic to your website. Since email marketing is opt-in, emails are welcome and, provided they are delivered properly, are highly actionable with clear calls to action and clickable links directly to your website and landing pages.
- Email is fantastic for timely promotional campaigns. 61% of consumers welcome weekly promotional emails from the brands they prefer. (MarketingSherpa).
- Automation simplifies your email marketing campaign strategy – for example, delivering welcome emails for new signups or customers, birthday emails, abandoned cart reminders, and invitations to leave a review.
- Email is mobile-friendly. More consumers are using their smartphones as their primary online access point and email open rates on mobile have more than doubled in the last decade (SuperOffice). In 2022, 60% of email opens are actioned on mobile devices (Knowledgebase) – making email a welcome, convenient customer contact and marketing channel.
Furthermore:
- Email is easy to track and measure
- It helps increase brand awareness and is shareable
- It delivers value for your audience
- You can reach the right audience at the right time
- More than 90% of consumers use email
- It is a great forum for self-promotion
- It enables and encourages valuable feedback
A robust email marketing strategy helps you reach, connect with, and engage your target audience. It is opt-in (they have provided their email address which implies consent) and allows you to personalise messaging and cost-effectively boost revenue.
Chat With a Strategist Today for Email Marketing
Do you need help designing and implementing a strategic email marketing campaign?
Dot-to-Dot Digital is an experienced team with marketing experts and intuitive creative talent to understand your business and your goals, and we will help you grow your business with an array of strategic digital marketing approaches, including email marketing.
Contact us today! We look forward to meeting you and helping you discover how partnering with Dot-to-Dot Digital can take your business to the next level.
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