Why Email Marketing Works So Well
Email marketing works because it’s simple. It’s cheap. And it’s effective. Emails work so well that, according to Hubspot, email marketing generates 67% of all leads!
We live in a time where everyone has access to the Internet. Whether they are using their computer, tablet, smartphone, or even smartwatch, people are always connected.
When it comes to marketing your business, email is one of the best ways to reach current and potential customers. After all, half of the internet consists of people who search for things online via search engines like Google.
When someone is searching for information, they’re most likely also looking for a solution to a problem or a new way to experience something. With that in mind, email marketing works because it touches on some of these primary consumer motivations.
Users are on the lookout for new content that’s interesting, and useful enough to open. Anyone with a smartphone contains an inbox: not just those who have their email app set up on a computer.
This makes email marketing a powerful tool for businesses because it allows them to reach customers when they are ready to buy.
But, the reality is that most businesses aren’t using email marketing correctly.
If they send emails at all, they send them without any thought as to whether or not their recipients will want them, or open them.
In this article I’m going to explore what email marketing is and why businesses need to do it right if they want to scale and grow.
A brief history of email
Email has been around since 1971, but it wasn’t until 1978 that Gary Thuerk sent the very first commercial email promoting a new product.
Marketers quickly realized how powerful email could be and began sending out marketing messages regularly. By the mid 1980s, marketers had begun to realize that sending out mass emails could actually help boost sales. This led to the creation of automated systems that could send out large amounts of emails without human intervention.
In the early 2000s, email exploded into mainstream culture.
People began to use it for personal reasons, such as sharing photos and videos.
Businesses began to embrace the power of email too, realizing that it could be used to generate leads and increase customer loyalty. Today, businesses are still using email to communicate with customers and prospects.
Why Email Marketing is Important
While social media sites are great ways to connect with friends and family, email is still the best way to reach out to potential customers.
Email is still the number one communication channel for business.
Even though we live in a world where people use Facebook, Twitter, Instagram, Snapchat, etc., emails continue to rule the roost.
This is because it’s a simple tool that allows us to communicate with our customers at anytime, anywhere. And since there are no limits to how much information we can put in an email, it’s a great medium for nurturing relationships.
Email marketing allows businesses to reach a large audience with relative ease. When done correctly, email marketing is an extremely effective way to drive sales, build customer loyalty, and increase brand awareness.
Advantages of email marketing
You have the opportunity to reach your customers directly and personalize the content. You can also send out targeted messages to the customers that are relevant. If you’re looking for a new customer, you can create a welcome message with an introduction that tells them why they should buy from you instead of someone else.
Another advantage is that email marketing allows the business owner to keep in touch with their current customers at any time and make sure they’re happy with their purchases and services. As email marketing is viewable on any device, this gives businesses a better chance of providing personalized service.
Here are 4 advantages of email marketing.
- Almost Free– Other than a monthly fee to your email sending software company, there are no costs associated with sending emails, unlike Facebook or Google ads, where you pay every time someone views your ad.
- Easy to set up– Setting up an email campaign is easy. All you need is a good tool like MailChimp, Constant Contact, or Klaviyo. You can easily import contacts from your website into your account and start creating campaigns quickly.
- It’s targeted– With email marketing, you can target specific groups of people depending on their demographic data. For example, you could send an email to men ages 18–24 who live in San Francisco. This way, you can make sure that your message reaches the right person. Most email platforms have great segmentation tools now so you can send different email campaigns based on how a person clicks or reacts in a certain way. This is super powerful for increasing sales or engagement whichever your goals are.
- It’s measurable– All good email automation platforms will have analytics to show you the sent, opened, and clicks from your campaigns. You can A/B test one copy against another and see the open statistics to finely tweak your messages.
The Benefits To A Business From Email Marketing
As already said, email marketing is one of the most powerful ways to communicate with potential clients and customers. With email marketing, you can send messages directly to people who have expressed interest in what you offer.
This type of communication is usually less expensive than traditional advertising methods like print ads and TV commercials. And it can give you a better return on investment because you know exactly who you’re reaching out to.
Also, email marketing allows you to build relationships with your audience over time.
Here are 5 benefits of email marketing.
- Brand awareness- Email marketing is one of the most cost-effective ways to grow your brand awareness. The more people see your logo and read your emails, the more aware they are of your brand and more likely to tell their friends about your company.. And since you’re reaching people based on their interests, they’ll be much more likely to engage with your brand.
- Reach Your Audience- When you start an email campaign, you typically choose where to send your messages based on demographics. For example, you might want to target men ages 18 to 34 living in the United States. But there are other options besides demographics. You could also choose to focus on specific keywords or topics related to your industry. When you do this, you can ensure that your messages end up in front of people who are interested in what you sell.
- Create Loyalty- One of the best things about email marketing is that it builds loyalty among your customers. Studies show that consumers value companies that provide frequent, personalized communications. By sending regular emails, you show that you care enough about your customers to keep them updated on important information.
- Increase Sales- When you send out emails regularly, you increase sales. A study conducted by HubSpot found that every $1 invested in email marketing generates approximately $42 in ROI. So even though you’re paying a small amount for the cost of sending the emails, your return on your investment is phenomenal!. As long as you continue to invest in your campaigns, you’ll see increased profits.
- Builds Trust- Interested and loyal customers are more likely to buy from you again and again. They trust you and they feel comfortable doing business with you. That means when you send them emails, they’re more likely to respond positively.
Is Email Marketing Outdated?
No. And it won’t be for a long time.
At least not until some other technology comes along to replace it. What would that be? I certainly don’t know.
As email marketing software becomes more and more sophisticated, it will be able to take advantage of AI to micro-personalize emails based on responses and reactions from customers. This is something that can already be done to a certain extent, but I believe it will become much more advanced in the future.
For example, imagine if your email software collected data on what people had purchased in the past, and then sent out an email saying that this other item would make a great addition to what they had already bought.
How cool would that be?