WHY SHOULD I BOTHER WITH EMAIL MARKETING CAMPAIGNS?
The pace of innovation and number of resources available to marketers today is nothing short of incredible. An astounding 1,876 companies across 43 different marketing categories, including SEO, social, video marketing, mobile analytics, and dozens more exist according to a recent “supergraphic” from VentureBeat.
Yet just one category continues to persist and grow over time: email marketing. For ten years in a row, email is the category generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach available to them. These are incredible numbers. Email marketing remains the most powerful channel available to the modern marketer. This is because:
Email Has A Large Amount of Active Users
With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it’s tempting to believe that social media is the most effective way to reach the masses. What isn’t so frequently shared are the statistics on email usage. The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion by 2017, according to Radicati.
Email is the currency of the web and anybody who is online has an active email address. So when it comes to connecting with your prospects and customers, there’s no digital platform with a wider reach than email.
On Facebook, if you post an update to your 10,000 fans only about 200 of them will even have a chance of seeing it in their News Feed. Alternatively, if you send an email campaign to 10,000 subscribers at least 9,000 of them would receive it in their inbox. This means your message is 45 times more likely to be seen using email than Facebook. Secondly, your email subscribers have explicitly told you they want to hear from you when they signed up for your email list. Now think about the ads in your Facebook News Feed – did you ask those companies to market to you? Nope. More than likely, you performed a Google search or visited their website. That’s decidedly different than proactively signing up from an email newsletter. Email is the proven marketing channel to ensure your audience gets your message.
Email Creates Conversions
Most marketers are hyper focused on driving conversions. Regardless of whether this is in the form of leads, sales, memberships, or a metric unique to your own business strategy, the ultimate goal for marketers is to turn potential customers into paying customers. Right?
The average click-through rate of an email campaign is around 3% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%. This means you are 6x more likely to get someone to click-through to your website via email than you are from Twitter. (read the statistics)
4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media, according to a survey conducted by Monetate. What’s more, email is highly measurable. Campaigns can have real-time access to metrics like opens, clicks, bounces, forwards, social shares, a/b testing and more.
Email is The Preferred Communication Tool
For many, social networks are a very personal form of communication used to keep up to date with friends & family. When people log in to their social media accounts, they are there to see photos and updates from people they know and care about.
On the contrary, email is a much more professional medium and people expect to receive information about products and services by this method. In fact, studies show 72% people prefer to receive promotional content through email, compared to 17% who prefer social media.
Email is An Open Platform
Email isn’t owned by anyone, controlled, or run by any one company. It’s not going anywhere either. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently ever since.
Email marketing is an essential tool in every smart marketer’s arsenal. Nothing else is as good at reaching your customers where they are, and nothing else is as effective at building personal relationships with customers. If you want your business to succeed, start building your email list on day 1. Let Staefe Design & Development be your partner for all of your email campaigns.