Email marketing is more effective than ever before, but it requires a lot of time and attention.
As email marketing becomes more and more popular, it’s important to understand the benefits that come with using this type of marketing.
Email marketing is one of the most effective and efficient ways to connect with your customers and promote your brand. It’s more important than ever to take advantage of email marketing, as it can provide a number of benefits for both your business and customers.
In this article, we’ve gathered 12 benefits of email marketing to provide tips for home services businesses and other small, medium, and large businesses interested in reaching more customers.
I hope you enjoy reading this blog post. If you want my team at Sachs Marketing Group to help you with your email marketing, click here.
The Main Benefits of Email Marketing
You may be thinking: Email? Seriously?
Yes, seriously. While you might trash a majority of your incoming messages and have a revolving door of a spam folder filled with unserious or largely forgotten promotional newsletters (in addition to plain spam), it’s important not to lose sight of the emails you do open – and realize that, despite its age, email marketing remains one of the most cost-effective and lucrative forms of digital marketing available to businesses.
99% of email users check their email every day
Embracing email as one of your main marketing channels can help improve the effectiveness of your email marketing and overall inbound strategy.
Related: How to Prevent Your Emails from Going to Spam
We live in a digital age with a growing arsenal of tools to market to customers and reach them, from an assortment of new customer-facing communications tools on platforms like Instagram and WhatsApp, to easily managed webinars and laser-focused pay-per-click ad campaigns on Google and Facebook. Digital marketing continues to evolve, and there’s no telling what tools we might have to prioritize tomorrow, from the Metaverse to augmented reality campaigns.
But right off the bat, we can name three major reasons why email is still going strong, and why you should definitely pay attention to it as a continuing major channel for your advertising efforts – especially with investment and optimization.
- First, there are over four billion daily users of email accounts in the world. Compare that to 1.9 billion daily Facebook users, or just 500 million daily Instagram users.
- Second, smartphone users – which currently make up a majority of online web users – prefer to receive brand communications via email.
- And last, but certainly not least, well over a third of major brands are increasing their email budgets in 2022, rather than slowing down investments. That’s because the average email marketing campaign still boasts a return on investment of $36 per $1 spent.
Here are 12 benefits of email marketing that will make you want to start your first email marketing campaign.
1. You Can Reach a wider audience
Email marketing allows you to reach a wider audience with your message than other marketing channels. You’re not limited by geographical boundaries, so you can reach people all over the world with your campaigns.
If you’re not striving to reach a wider audience looking for your products or services, you’re not approaching the marketing effectively. Email provides you the opportunity to collect email addresses over time and provide valuable content that keeps customers engaged with your brand.
Related: The Benefits of Multichannel Marketing
2. Email Marketing is Cost-effective
Email marketing is also a very cost-effective way to reach your audience. It’s affordable to set up and maintain, and you don’t have to spend a lot of money on advertising or other marketing channels.
You can set up a campaign that automatically shares your latest content or creates a custom drip campaign designed to send specific emails to your list depending on where they are in your funnel. Email also allows you to create custom lists depending on your customers or future customers. This allows you to send very targeted content that is relevant to each individual, which can result in higher conversions.p
3. You Can Create Personalized messages
Email marketing allows you to send highly personalized messages to your customers. You can segment your list and send personalized messages that are relevant to each individual subscriber. This helps to build relationships with your customers and keep them engaged with your brand.
People appreciate personalization, as it reflects you’ve taken the time to remember their name and their interests.
Use what you know about your customers, including their preferences and past behaviors, to inform your subsequent communications and frame new sales opportunities.
- Eric Sachs, CEO
Instead of starting an email with “To whom it may concern” or “Dear subscriber,” consider using the bracket function within your email marketing platform to address the recipient of your email by his or her first name.
Related: Direct Mail & Digital Outreach: How they Work Together
4. Increase Your Digital Marketing ROI
With email marketing, you can see a high return on investment (ROI). This is because it’s an effective way to reach your target audience and generate leads that can be converted into customers. As mentioned, email marketing is one of the most effective forms of digital marketing, with a return of $38 for every $1 spent.
To increase your ROI, be sure to track your email marketing results and analyze your campaigns. This will help you to see what’s working and what’s not, so you can adjust your strategy accordingly. Additionally, consider using A/B testing to improve your campaigns. This involves testing different aspects of your email, such as the subject line, call to action, or layout, to see which version performs better.
5. Measure Results and Make Changes as Needed
Email marketing provides measurable results that allow you to track your progress and see how effective your campaigns are. You can see how many people opened your email, clicked on the links, and subscribed to your list. This data helps you to improve your campaigns and ensure that you’re reaching your goals.
For the best results, it’s important that you measure these results and make changes as needed. If you ignore this data, you’re missing opportunities to connect with new customers.
6. Automate Email Communication
Email marketing can be automated in a way that continues to provide value to your customers without you having to lift a finger. For example, you can set up a welcome email that is sent automatically when someone subscribes to your list. This helps you to build relationships with your subscribers from the start.
Additionally, you can create email drip campaigns that send specific emails to your subscribers at various stages of the buyer’s journey. This allows you to keep your brand top of mind and ensure that your subscribers are getting the information they need when they need it.
7. Email Is Voluntary
Internet users seem to view the majority of digital ads today as pure poison. Adblockers are the norm, and free streaming platforms that sell a premium service to turn off ads see a significant jump in revenue from doing so. To some users, it feels like major platforms use ads to hold their user base hostage.
But emails aren’t like that. A good email list is curated by your audience. You should remind visitors that you have a mailing list to begin with, and that there’s some form of value from subscribing to it (whether it’s free weekly content, discounts, or just news related to your products and services), but users should never feel compelled to subscribe to your mailing list if they never intend to open any of your emails.
Related: How to Improve Your Email Open and Click-Through Rates
Sure, many users lose interest in newsletters and mailing lists once they’ve signed up and found out that the content wasn’t quite what they were looking for, or if they simply lost interest in the topic or product. But if you can leverage that initial moment of voluntary interest, you’ve got yourself an extremely powerful source of recurring leads and sales from people who willingly want to know more about what you’re selling.
8. Email Marketing Boasts Self-Selected Targeting
One of the major upsets in digital marketing over the last few years has been the recurring trend of dismantling targeted advertising, bit by bit.
First, changes in privacy law and personal data tightened around companies like Facebook and Google. Then, Apple decided to stop playing nice with apps that tracked their users. And more recently, it seems like third-party cookies – the very thing that makes personalized ads and user tracking easy – are going the way of the dodo.
All of this spells great news for email. Not only are mailing lists voluntary, but if you advertise them right, you’re creating a curated list of highly targeted users who want to know more about your products and services. This is part of the reason why email has a great ROI.
9. Emails Can Be Hyper-Personalized
All this talk of personalized ads ignores one important thing – emails have always had the ability to be personalized.
And as companies like Google and Facebook will continue to struggle to individualize and optimize ads as privacy and security concerns lead to further clampdowns on personal data, the ability to speak to each and every customer with an individualized template through your email marketing campaigns becomes increasingly valuable.
But it’s not enough to stick to [YOUR NAME HERE] templates. Get personal with it! Use your own primary pool of customer data to personalize your emails to the next level.
10. Emails Actually Reach Their Destination
Yes, this matters! Think about it – if you send an ad on Facebook, it only reaches about two percent of its target audience. When you send a few thousand emails, up to 90 percent of them reach the inboxes they were designated for. Now, that’s admittedly a bit facetious – but it means that you can afford to invest in making your emails better without worrying about whether the majority of your target audience even gets a chance to see them at all.
11. Email Has Astounding ROI
We’ve mentioned it, but it bears repeating. Email has one of the highest returns on investment, provided you get it right.
A lot of companies don’t – yet despite that, the majority of them don’t see a reason to downsize their email investments (only about a percent of brands cut down on email this year), and companies are sending 27 percent more emails than before the pandemic.
12. People Still Like Email
Nearly three-quarters of Baby Boomers find email to be the most personable form of communication between brands and customers. They’re not alone, as 72 percent of Gen X, 64 percent of Millennials, and 60 percent of Gen Z agree.
That means email has a lot of longevity left to it. But you need to adapt! There’s no sense in writing or drafting emails with the same layout they had ten, or even five years ago. Keep mobile compatibility at the top of your priority list. Nearly 60 percent of Millennials prefer to check their email on the phone, alongside 67 percent of Gen Z. Mobile compatibility isn’t just a must for website SEO anymore – a good modern email can impress users at the desk and on the go as well.
Email marketing is a powerful tool that can provide numerous benefits for your business. It’s important to take advantage of this channel so that you can reach your target audience, build relationships, and generate leads. Start using email marketing today to see the benefits for yourself!
Despite the high average ROI, a good email marketing campaign still needs a lot of work. Today and in the coming years, email’s greatest strength will continue to be its ability to hyper-personalize branded content, turn interested visitors into first-time and repeat customers, as well as foster loyalty in your audience.
But to do that, you need to truly take advantage of the curated nature of your contact list, create a positive and unique culture in the email copy and branded content that you create, and continue to expand your email list in ways that draw in interested users and potential customers, without pulling in too many uninterested visitors or shooing away fresh traffic.
Let us help you set up your email marketing campaign and use this classic digital channel to supercharge your sales by tapping into your existing audience and creating new loyal customers through increased traffic from organic SEO.