There’s a big misconception that email is an outdated marketing tool from a bygone era. But though it predates Snapchat, chatbots, and even MySpace, email still remains paramount to a successful marketing strategy.

Seth Godin, an American author and entrepreneur, wrote the book “Permission Marketing” 20 years ago, but his advice and predictions for the importance of email marketing remain relevant today. Email marketing has enduring power that will remain strong for the foreseeable future.

Let’s discover its power by running through the list of the benefits of email marketing for small businesses and large corporations.

Email marketing benefit #1. User preference

It’s important to know that more than 7 out of 10 users in the U.S. prefer that brands contact them via email, so it’s only logical for companies to invest more resources into creating better email campaigns.

No wonder that 74% of marketers already use emails and 21% of them are planning to start emailing within the next 12 months.

Percentage of marketers using or planning to use various marketing channels

usage of various marketing channels
Source: Salesforce State of Marketing Report 5th Edition

Furthermore, email activity is predicted to grow to 347.3 billion daily emails in 2023.

The number of sent and received emails per day

email activity statistics
Source: Statista

Email marketing benefit #2. Cost-effectiveness

Today businesses can reach thousands of people at little to no cost. Compared to traditional advertising methods like direct mail campaigns, broadcast media, and others, one of the benefits of email marketing is its cost-effectiveness. You don’t have to pay any advertising fee or additional costs for printing or media space.

When it comes to the ROI of email marketing, the average ratio is 42:1, which is impressive by itself. However, there are multiple factors that can make it even better. For example, companies that regularly A/B test their emails enjoy a ROI of 48:1. Factors like double opt-in, using GIFs, or the frequency of 5-8 emails per month can also increase this number, so you have a high degree of control over your ROI.

The factors that influence email marketing ROI

factors that influence email marketing roi
Source: The 2019 State of Email Analytics

In contrast, the ROI of social media is not so easy to measure, 44% of businesses having no statistics about their social media ROI.

Email marketing benefit #3. Higher sales

Marketing Week’s sister brand Econsultancy reports that email generates around £29 billion in retail sales annually in the U.K., and you can greatly influence the number of sales you get using segmentation and personalization.

Customers tend to act on impulse when they get an email informing them about a relevant product. You can involve your subscribers’ emotions and make them convert by using fear of missing out and other sales-boosting techniques such as flash sales, free shipping, or countdown timers. They are especially effective during holidays like Black Friday, Cyber Monday, Halloween, Christmas, and others.

Email marketing benefit #4. Measurable results

One of the most influential benefits of email marketing is your capability to measure your metrics, compare and test your emails infinitely until you reach your desired result. Depending on your email service provider, you can rely on their data and bolster your statistics with third-party tools like Google Analytics to get deeper insights.

The most frequently measured metrics are opens, clicks, bounces, and conversions, but you can also measure crucial numbers like ROI, revenue per subscriber, and subscriber lifetime value.

Visibility into email metrics

email metrics
Source: The 2019 State of Email Analytics

Email marketing benefit #5. Availability

In email marketing, you usually don’t need to make an investment to begin. This is especially important for small businesses and entrepreneurs. Many email service providers offer free plans so you can make use of this channel, gather first subscribers, and test a few early ideas. For example, SendPulse allows you to send up to 15,000 emails to 500 subscribers per month.

Besides, email lets you reach people in any country without limiting yourself to a local community or a single language. While your mailing list is growing, you can start earning profits from completed purchases or orders, which you can invest back into email marketing efforts.

Email marketing benefit #6. Additional traffic

Another benefit of email marketing is that you can use it boosts the effectiveness of your other marketing channels and platforms — as such, by providing links throughout your emails, you can bring more traffic to your website.

For instance, you can create digests with article roundups and links calling subscribers to read more on your website. This way, you can increase the number of website visitors by promoting your products in email at the same time.

Here’s an example from TheFeedFeed. The email offers a list of ingredients for a cake, but to see the entire step-by-step recipe, you have to click the CTA button, that will lead you to their website. There are also a couple of other recipes promoted below.

digest email
Recipe of the Day email from TheFeedFeed

Email marketing benefit #7. Saved time

Marketing automation tools like Automation 360 are a great time saver becuase they allow you to set up triggered or drip email campaigns that depend on the users’ actions. This means that you don’t need to waste time sending each individual email.

For example, if a user has left a full cart and hasn’t finished the purchase, you can automatically send them an abandoned cart email. Then, based on their further actions, you might send out either another reminder or purchase confirmation.

Automated emails bring more than 2X higher open rates, more than 3X higher click rates, and almost 2X higher click-to-open rates.

Performance of triggered vs. standard emails

triggered vs standard emails
Source: Email Benchmark Report 2018

As a result, automation is one of the many advantages of using email marketing. It not only saves your resources and time but also guarantees higher clicks and opens.

Email marketing benefit #8. Relevant and personalized content

Personalization is no longer just feature. but a must-have for email marketing campaigns. It’s one of the strongest benefits of email marketing compared to other marketing channels.

The 2019 Trends in Personalisation Survey Report by Evergage found, 78% of marketers claimed to be using personalization in email, compared to 58% applying it on their website, 42% in direct contact with consumers, or 35% in online advertising.

When it comes to the benefits of email marketing personalization, they are tempting: companies deliver a better customer experience, increase customer loyalty, and get higher ROI.

Benefits of email personalization

email personalization statistics
Source: 2019 Trends in Personalization Survey Report

Email marketing benefit #9. Multiplatform experience

Mobile internet usage has been growing globally for the last five years. In 2019, 63.4% of internet users go online with their phones.

People have much more control over the way they consume emails compared to other communication channels such as social media. They decide what emails to opt-in for, when and where to read them, and also how to read them — whether it be a smartphone, webmail, or desktop.

Devices used for interacting with email

devices used for interacting with email
Source: 2019 State of Email

With email, it’s easy to follow the trends and provide users with what they want to see. Most email service providers allow you to optimize emails for mobile and create responsive versions that are automatically adjusted to the size of the screen.

Email marketing benefit #10. Full control over the content recipients see

With social media, there’s no way to control what posts will be shown to users becusae the platforms automatic algorithms decide what is shown to specific users. One of the most important advantages of email marketing, however, is that you are always the one choosing the content that your subscribers receive, no matter whether you set up automated campaigns or send them manually.

There are numerous types of emails you can send, and here are just some of them:

What’s more, you can always combine different types of content in one email to make sure your audience receives all the messages you want to share with them. For instance, you may add an event invitation to a digest or promote additional products with transactional emails.

Join the good side ― experience all the benefits of email marketing

Indeed, a business that doesn’t take their email marketing strategy seriously is losing out on many business advantages, including powerful analytics data and sales!

If there is a reason why your company has been holding back in its email marketing efforts, or you’ve started but there are many hurdles on your way to build successful email campaigns, do not hesitate to contact our support team and we’ll do our best to help you get on track!

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