“Email has an ability many channels don’t; creating valuable, personal touches – at scale.” – David Newman
In the era of Instagram, Tik Tok, and Influencer Marketing, the good old Email Marketing may seem outdated for many digital marketers. However, the truth is quite the contrary; especially when it comes to small and medium-sized businesses. Despite the astounding numbers of new methods, strategies, and categories coming into the digital marketing arena during the past decade, Email Marketing has continued to generate one of the highest ROIs for marketers consistently over the years.
Do you still find yourself asking why email marketing when there are thousands of seemingly more attractive marketing options out there? The answer is, Email Marketing is direct, authentic, simple, and is still one of the most effective digital marketing methods there is.
Benefits of Email Marketing
- Personal touch
As Erik Harbison put it, “If Social Media is the cocktail party, then email marketing is the “meet up for coffee”.
When you reach the email inbox of your customer, it is a true “one-on-one” moment you can have with them. There is no limit to the way you can customize your message to the customer through email marketing. You can address them by their name, and also categorize your email list based on their interests and purchase behavior to speak to them in a way that appeals to them the most.
- High ROI rates
According to VentureBeat, email marketing delivers the highest ROI for marketers – for every $1 spent, email marketing generates $38. This number is higher than Affiliate Marketing, Paid Reach, Display ads, Video, and even Social Media – which is perhaps the trendiest digital marketing method nowadays. In fact, Email Marketing beat Social Media Marketing by 40 times when it comes to customer acquisition. This is why email marketing should be given a higher priority when you distribute your digital marketing budget across channels.
- Wide reach
When you see the number of monthly active users on Facebook (2.5 billion) and Twitter (330 million), it can be quite tempting to put money into social media marketing. However, according to Statista, the number of email users in the world is close to 4 billion, which is almost double the number of Facebook and Twitter users put together. Every social media account requires an email address to create. Therefore, if you think about customer reach, there is no other method that gives a wider reach than email.
An email carries a certain business-like weight and credibility unlike an advertisement displayed on social media. Consumers often consciously opt-in to give their email address to chosen service providers, which means they have a genuine interest to be a future customer. Therefore, they tend to take email marketing more seriously than a random advertisement they see on another platform.
There is indeed a plethora of digital marketing channels and methods out there. With trendy and attractive new social media networks and digital marketing channels popping up every few months, the urge to try new methods and question why email marketing should even be considered can be quite high.
However, with limited budgets, time, and resources, digital marketers have to always prioritize their efforts. This is why you should always give priority to email marketing in your overall digital marketing strategy to connect with your audience and generate sales.