There’s a big misconception that email is an outdated marketing tool from a bygone era. But though it predates Snapchat, chat bots, and even MySpace, email is still paramount to a successful marketing strategy.
Seth Godin wrote the book Permission Marketing over 15 years ago, and his advice and predictions for email usage still remain relevant today. Email has enduring power that will last for the foreseeable future. And to better increase the impact, pairing social media and email together works best, with a survey of business leaders reflects the same opinon, according to Social Media Today.
Here are several reasons why email marketing is still considered to be the most effective money maker in marketing.
1. Email is a Great Method of Communication
A study by Marketing Dive states that 72% of people prefer email communication to other communication methods. Even though social media is ubiquitous, email is preferred by consumers.
With emails, messages can be easily customized and personalized based upon various consumer segments. This level of personalization is appreciated by recipients who abhor spam messaging that has nothing to do with them. Social media relies upon a mass market approach that may or may not resonate with the intended audience.
Furthermore, the number of email accounts continues to grow each year. As millennials continue to grow in terms of purchasing power, it’s becoming even more paramount to reach them where they are at. Adobe reports that millennials are the age group most likely to check their email from their bed (70%), the bathroom (57%) and even while driving (27%)!
2. With Email, Consumers Have Greater Control
Consumers have much more control over how they consume emails compared to other methods of communication. They decide when and where they will read them (as referenced above) and also how they will read them – whether that be a smartphone, tablet or PC. Email is similarly advantageous from the business point of view – Forrester Research reports that 90% of emails are delivered to the intended recipient’s inbox, whereas only 2% of Facebook fans see your posts in their News Feed.
Consumers are also free to subscribe and unsubscribe from certain newsletters/promotions at their leisure. Businesses can also empower consumers to decide how often they receive emails: whether daily, weekly, bi-weekly or once a month. The Database Marketing Institute shares statistics that recommend sending two emails per month, which provide the highest open rate.
And consumers have the power to indicate what they receive email in their inbox. The ability to narrow by topic (and other specific list features) helps users curate the unique experience they desire, and increases their likelihood to engage with a company by opening emails and responding to primary calls to action.
Pew Research shares that non-office-based workers to say the Internet, email, and cell phones have given them more flexibility in the hours they work (51% vs. 19%) but also that these tools have increased the amount of time spent working (47% vs.18%). This is a win-win for both consumers and their employees!
3. (Good) Emails are Mobile Friendly
In this age where the smartphone has become an integral part of everyday life, savvy companies have leveraged this proliferated use of technology to their advantage. Be it for business or pleasure, smartphones are widely used in variety of ways.
Email Monday shares that email is first read on a mobile device an average of 25.6% of the time. Additionally, more emails are being read on a mobile device than a PC. So with more and more people owning and using smartphones, it has become increasingly easier to reach clients through email.
Email newsletters designed to be mobile friendly result in a 15% increase in click-through rate according to Email Monday. And open rates are 40% higher for brands that exclusively send mobile-friendly emails, versus brands that exclusively send non-responsive emails.
4. Email is Incredibly Cost Effective
Businesses today have the ability to reach thousands of people at little to no cost at all. Compared to traditional advertising (like direct mail) and other marketing methods, email marketing is one of the most cost effective marketing tools available to a business.
Email marketing is also the best way to gather consumer insights without a large expenditure. According to Salesforce, email is the top source of analytics data for marketers, with 41% leveraging their email marketing performance to gauge effectiveness.
Still not convinced? Consider this – McKinsey has found that the average order value of an email is at least three times higher than that of social media. And if you’re thinking old school is the way to go, Chief Marketer shares that Email’s ROI was 28.5% compared to 7% for direct mail.
5. Email is the Most Personal, Yet Formal Medium
If it’s about customization and personalization, social media is no match for the level of personalization email can deliver. This is true for both in business and pleasure. Though nothing can replace face time, email marketing ranks as important way to build relationships with customers, clients, and suppliers that other methods can’t match.
Clearly, a business that doesn’t take their email marketing strategy seriously is losing out on many business advantages, including powerful analytics data – and sales!
Is there a reason that your company has been holding back with regards to email marketing? Is there something you don’t understand, or a hurdle that needs to be overcome to find effectiveness? If you’re having a problem, tweet us at @SendPulseCom – we’ll do our best to help get you on track!