Twelve Business Benefits of Email Marketing
By : Alexandra L Watson -
Content marketing is all about producing valuable online content that will attract traffic to your website pages, establish authority and trust with your target audience, and stimulate leads and actions. There are so many business benefits of email marketing that it should certainly be considered a fundamental content tactic within your overall marketing plan. When planning original content, it’s easy to go to extremes and consider only long-form content like blog articles and ebooks, or very short-form content like social media posts. But there is a content form right in the middle that can be a highly targeted and effective means of garnering new leads, engaging existing followers, AND promoting other content forms. That’s email marketing!
There are SO MANY business benefits of email marketing, I’ve put together the top twelve reasons to include email in your marketing plan
- Primary form of business communication by volume/frequency
- Preferred by consumers for brand updates
- Cost-effective with high ROI potential
- Permission-based (opted-in so you know subscribers want to stay in contact)
- Adds a personal touch that build connections & trust
- Data collection allows for future segmentation or message personalization
- Highly measurable for user engagement & actions
- Ability to test performance of subject lines, images, and message content
- Frequent communication potential
- Can be automated with customized workflows and email triggers
- Easily spreadable/ shareable
- Environmentally friendly
Primary form of business communication by volume/frequency
Email is the primary form of communication in modern business, surpassing even phone calls! According to technology market research firm Radacati approximately 269 billion emails are sent every day from 3.7 billion email accounts throughout the world for various business (56%) and personal reasons (44%). Clearly with this much volume and frequency, you should consider outbound email as a fundamental piece of your business communication and total marketing plan.
Preferred by consumers for brand updates
Besides being the go-to method of communication in business, email is also notably preferred by consumers. A 2017 study by Campaign Monitor found that email was the favorite way for consumers to receive updates from brands (compared to direct mail, mobile apps, social media, push notifications, and mobile wallet), with 66% ranking it in the “preferred a lot” category. The same study found that, across all industry categories, the top reasons consumers open an email from a brand are because of a discount offer (72%) or personalization in the subject line (62%).
PREFERENCE OF COMMUNICATIONS FROM RETAIL BRANDS
When it comes to purchasing something from a brand or donating to a nonprofit based on an email, Campaign Monitor found that the percentage of those who said they “always” or “most of the time” acted based on a brand’s email varied by age group. Results ranged from 11% to 25% by industry for those age 55+, from 25% to 33% by industry for those age 35-54, and from 47% to a whopping 58% by industry for those under the age of 35.
PROPENSITY TO TAKE ACTION BY AGE GROUP ACROSS INDUSTRIES
Cost-effective with high ROI potential
The consumer propensity to act upon an email message means that email marketing is extremely cost-effective for businesses. Email has a low overhead cost and reduced time and effort versus other direct-to-consumer media. According to Salesforce, email marketing has an average 3,800% return on investment (ROI), meaning that you can earn $38 in revenue on average for every $1 you spend on email marketing!
Adds a personal touch
Because email subscribers choose to opt-in to your email list, email marketing is a permission-based tactic that can have powerful reach potential. On social media even if someone follows your brand they’ll only see your most recent post if they’ve had a recent interaction with you or its already wildly popular with others in their network of connections. So, for any given post published, only 10% or less of your followers may see your message! In contrast, your message can be in the in-box of every single person on your email list. This deliverability gives you a much higher chance of them clicking over to your site and completing a desired action. A further benefit is that email can add personal tidbits that give more context and personality to your message than a generic social post. The personalization of email can build connection and trust in a more one-on-one way.
Data collection allows for future segmentation or message personalization
Just as your email readers can get to know you a bit more easily via email, you can also collect data on them (in a non-creepy way of course) that allows you to segment your lists and deliver more personalized and relevant messages to them. Do you work with both small business owners and freelancers? Use filters to invite them to relevant events and training. Do you run a wine club? Segment different messages to red wine drinkers than white wine drinkers. Whether you collect info up-front or in later surveys, the more you know about your readers, the more you can tailor subsequent messages to their unique needs and interests.
Highly measurable for user engagement & actions
Ability to test performance of subject lines, images, and message content
Email marketing is also highly measurable, which allows you to gauge performance and adjust future messaging based on a wide variety of factors. You can test performance of various facets such as subject lines, images, and body content. You can also go well beyond simple open and click rates and look at results by campaign grouping, by geography, or by landing page links, to name just a few possible combinations. Email marketing can also be easily integrated with Google Analytics to capture conversions (actions), or with CRM platforms like Salesforce to import and update contact information.
Frequent communication potential
Can be automated with customized workflows and email triggers
The more often you stay in touch with your customers and subscribers, the more likely you are to remain in their consideration set for their next purchase. Frequent communication potential is definitely one of the business benefits of email marketing, since email messages are very easy to setup and can be sent in real-time and for a wide variety of purposes. Be careful not to communicate so frequently that you start to annoy your customer list but do send as often as you have new and/or relevant updates for them. You can even make the process easier by automating portions of your email marketing campaigns. Automation simply defines trigger actions that prompt an email to send when that trigger is completed. For instance, a “welcome” email message can be triggered and sent automatically whenever a new subscriber joins your “signup” list. You can even define a “workflow” that send emails in a specified sequence. For instance, you may choose to automate and send a “reactivation” series of promotional offers to subscribers that have been inactive for a specific period of time. This kind of marketing automation can be a great way to maximize interaction with your customers with minimal effort on your part.
Easily spreadable/ shareable
Finally, a business benefit of email marketing is that it can be sent without investing in supplies (no special equipment, printing, mailing, or postage required!) or waiting on an extended delivery time. It’s virtually instantaneous and extremely environmentally-friendly! And email messages are very simple to share with others, which makes referrals and word of mouth an easy supplemental benefit of email marketing.
With so many clear business benefits of email marketing, it should definitely be on your list of go-to marketing tactics. Next up in this blog series we’ll examine more about using email as a marketing tool, specifically with marketing automation processes. Then, we’ll wrap the three-part email series by looking at three top email providers for freelancers and small businesses. To learn more about digital marketing topics, check out other recent Digital Measured blog posts or purchase our Amazon or Kindle Unlimited ebook on Strategic Digital Marketing.