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“At 1.47 million emails sent per month, U.S. companies send more emails than the global average of 1.38 million”. Going by these Marketing Land statistics, Email is surely here to stay. Emails have become an essential part of digital marketing and growing email lists is one of the first steps that B2B and B2C companies take to establish their brand. So let’s take a look into how exactly Emails score over other channels of digital marketing:
With the growing popularity of social media platforms you may think emails are losing importance, but clearly, that’s not the case. According to a Huffington Post Report, “85% of people online send and receive emails and 62% communicate through social media”. Social media undoubtedly is an interactive channel for strengthening relationships with prospects and customers. But Email marketing still holds its ground as far as conversions are concerned.
According to Chief Marketer, “Email’s ROI was 28.5% compared to 7% for direct mail”. To put it simply, email marketing attracts not only higher response rates but also acquires more positive responses at a lower unit cost. This is a real win-win situation for marketers and business owners who can easily reach a large number of prospects, at a close to nothing cost per message.
A report from eConsultancy states, “74% of marketers say targeted personalization increases customer engagement”. Reaching the people you want to target and who want to hear from you is simplified with email marketing, as the choice of recipient is all yours. Emails can be easily customized according to buyer persona, the current season of the year or to the market segment you wish to target.
“Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue”- Experian
The fact that Emails have become transactional is significant as they can now direct traffic to your website quickly compared to other digital marketing forms such as SEO, PPC etc, and also drive significant sales. Email campaigns that promote content also generate a greater number of social shares and inbound links thus helping to drive social and search traffic at a faster rate.
One of the merits of choosing the email service is the ability to track it. There are a number of actions that can be tracked such as bounce rates, delivery rates, click through rates and unsubscribe rates. These metrics aid in monitoring and measuring the effectiveness of emails as a part of your digital marketing strategy.
With mobiles becoming a common possession, accessing emails has become easier and is not restricted by time and place issues. A study from Exact Target reports that 91% of people use smartphones to access their emails as compared to the 75% who use smartphones for social networking.
Emails not only help to build relationships with prospects, leads, and customers but also give your business a medium to communicate directly with them to help establish brand loyalty and trust.
Having known all this, it becomes clear that if your digital marketing strategy doesn’t consider emails important you are surely missing out on the channel that a majority of the world utilizes.
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