7 Reasons to bet on Email Marketing

Email marketing Link37

Email marketing is a very effective marketing automation strategy, which consists of sending personalized emails to a database of customers or leads. A good email marketing strategy will allow you to convert leads. The great advantage is its ability to scale the personalized communication process (one-to-one).

A recurring discussion is whether we are talking about an Inbound or Outbound Marketing strategy. Most marketers have an Outbound approach to email marketing, however, when done well, it can be a good Inbound marketing tool, avoiding Spam and problems with email delivery.

Email marketing is a very effective marketing automation strategy, which consists of sending personalized emails to a database of customers or leads. A good email marketing strategy will allow you to convert leads. The great advantage is its ability to scale the personalized communication process (one-to-one).

A recurring discussion is whether we are talking about an Inbound or Outbound Marketing strategy. Most marketers have an Outbound approach to email marketing, however, when done well, it can be a good Inbound marketing tool, avoiding Spam and problems with email delivery.

 

Some interesting statistics:

»99% of consumers check their email every day and it is by far the preferred way to receive brand updates. (Hubspot 2020)

»82% of consumers open company e-mails. (Litmus)

»59% of respondents say that marketing emails influence their purchasing decisions, while just over 50% buy through marketing emails at least once a month. (Sale Cycle 2020)

»31% of B2B marketers say that email newsletters are the best way to foster leads. (Content Marketing Institute, 2020)

»87% of B2B marketers say that email is one of their main channels for free organic distribution. (Content Marketing Institute, 2020)

»80% of professionals believe that email marketing increases customer retention. (Emarsys, 2018)

While some marketing trends come and go, email remains the most powerful channel available to marketers today

What, then, are its benefits?

    1. A wide reach

Did you know that there are 3x more email accounts than the sum of Facebook and Twitter accounts?

Think about your own online behaviour: when you sign up for a website (like an online store), you need to enter your email address to create the account. Even to create a Facebook or Twitter account, you need an email address.

E-mail is the web’s currency of exchange, and anyone who is online has an active e-mail address.

We also know that 90% of the email is delivered to the intended recipient’s inbox, while only 2% of his Facebook fans see his posts in the News Feed. This is because Facebook limits the number of times your posts appear in the Feed-in an attempt to direct brands to their paid advertising options.

This means that your message is 45 times more likely to be seen by email than by Facebook.

And finally, your email subscribers can explicitly say they want to hear about your business by signing up for your email list.

So, when it comes to connecting with your potential customers and clients, there is no channel with a broader reach than email.

email marketing personalized messages link37
email marketing personalized messages link37

    2. Personalized content and targeted to the target audience

Email marketing allows you to segment your customers into different lists based on their preferences, demographics, past behaviour, etc., allowing you to send highly personalized content that speaks directly to each target audience.

Email marketing is a great way to build personalized (one-to-one) relationships with current and potential customers. By creating well-written and engaging newsletters and emails, readers come to know, like and trust you and your company. And consumers buy from companies they trust.

    3. Drive conversions

Compared to other marketing channels, such as the website, social networks and print advertising, email marketing can be much more effective in driving sales.

A study by Monetade indicates that 4.24% of email marketing visitors buy something, compared to 2.49% of search engine visitors and 0.59% of social networks.

Email marketing offers a great impulse buying opportunity. You can motivate a customer to make another purchase in a few ways:

– Present items that are usually purchased in conjunction with the products the customer has purchased

– List items similar to the customer’s previous purchases

– Create a special offer or discount for future purchases

Customers often act on impulse when they receive an email informing them of a relevant product related to their previous purchase. This is especially true if there is a relevant promotion.

    4. Higher ROI

Compared to other marketing channels, email marketing costs very little. For each € 1 spent, € 44.25 is the average return on investment in email marketing.

But why does email marketing outperform other channels so significantly when it comes to ROI?

It all comes down to delivering highly personalized and relevant messages. Unlike social networks where updates are sent to each follower, regardless of their location, interests and purchase history, e-mail allows you to be hyper-targeted in your communications.

The more information you have about your customers with an email marketing tool, the more targeted and accurate you can be.

This segmentation and dynamic content helps to ensure that the content you send is relevant to each recipient and that relevance drives people to click, make purchases – and increase the ROI of your email marketing campaigns.

email marketing link37 time budget
email marketing link37 time budget

    5. Optimize your time and budget

There are always time and budget restrictions at any company.

Even a simple brochure campaign can be expensive and time-consuming. Among the costs of design, approvals, printing, distribution etc., it is possible to spend a good amount and waste your precious time. All that time wasted moving away from your business is lost revenue and a missed opportunity to connect on a personal level with your customers.

Planning a professional email marketing campaign is neither complicated nor time consuming. Sending e-mails to many subscribers will also be more affordable. You can count on the help of specialized professionals like Link.37, who help you in this process and in the integration with other marketing tools.

    6. Metrics easy to measure

For each email sent, metrics and reports are provided that show open rates, clickthrough rates, bounce rates and conversion rates. This information is essential to understand what works and what needs to be improved.

A good open rate means that your customers know your brand well enough to want to know about your business.

Next is your clickthrough rate (CTR), which usually gives you a good idea of ​​how many customers have spent their time analyzing the content of your email to click on the links contained. The average click-through rate across all sectors is around 7%.

After a customer clicks on an email, ideally, the next goal is to get them to convert – in other words, move forward with the action your email has requested. Email conversion rates are an important metric to track, as they show your email’s call-to-action performance.

    7. Creates enthusiasm

Everyone likes to belong to a special group, especially e-mail consumers, like to have exclusive advantages.

Customers are not all the same, and the one-size-fits-all approach does not work. Use your email campaigns to convey the message that your customers are unique and important to your company.

Before a specific segment of customers, you can give a prior notice of a product launch or simply reward them for being loyal customers. Everyone likes a good deal.

Rewarding your customers is a nice gesture and a great way to accelerate your marketing goals. Everyone wins.

With this strategy, there is great learning involved, but there are also many opportunities to communicate with your customers in a personalized way, instead of just sending emails compulsively.

Email marketing is a highly effective marketing tool that should be an integral part of any company’s marketing strategy.

At Link37 we help companies to leverage their businesses, working in our specialty area – Digital Marketing. Free your time to dedicate yourself to what you like best and let us help.

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