By Katie Zurbrick
This last weekend, I met someone with over 15,000 unread emails in his inbox.
As someone who is admittedly very type A and finds it difficult to relax in the presence of red notification bubbles, this really stressed me out.
I’m willing to bet the vast majority of those unread messages were promotional content, or “spam” as some would say. We all know what I’m taking about here; In fact, the average person receives 13 promotional emails a day. If you’re like me, you almost never open these messages. The funny thing about this is, even though I find these messages annoying and hardly ever actually read them, I personally opted-in to most of them. I mean, come on. When Bath and Body Works has a candle sale, I wanna know about it.
In the age of social media, influencers, and sponsored content (#ad #paidpartnership) it might seem as though email marketing has fallen out of favor when it comes to forging a natural connection with consumers. Despite how annoying most of us find these emails, they work really well.
Email marketing is alive and well today. Here’s three reasons email should be incorporated into your marketing strategy.
1. Emails convert better than any other marketing channel.
That’s right. Despite how annoying email marketing messages may seem, they’re more effective at inspiring a purchase or conversion action than any other platform, including social media and organic search. In fact, email messages are up to three times more effective at driving conversion than social media marketing messages.
2. Email delivers the highest ROI for marketers.
According to a 2019 study by VentureBeat, investment in email marketing consistently generates the highest return over social, affiliate and even paid search. It can be done in-house without being outsourced to a marketing agency, and executed at an objectively low cost. Brands who manage their own email marketing lists have first-party data on their consumers; who engages most, least, and with what types of content. This data is incredibly valuable in crafting remarketing strategies and increasing the effectiveness of future campaigns.
3. Email is up to 40x more effective at acquiring new customers than social media marketing.
Forty (40) is a BIG multiplier. If you’re trying to grow your business, this is truly a game changer. According to research by McKinsey email continues to be one of the most effective tools for customer acquisition, second only to organic search. This is due to a few factors. For starters, 91% of consumers check their email daily. In addition, email marketing can be easily personalized and content tailored to the sender. While we as consumers are generally disenfranchised by mass email blasts of repetitive or irrelevant messaging, personalized messages are hugely effective in generating interest and building brand affinity among consumers.
Email marketing can be a good source of collecting customer information as well. You can ask people to fill out a basic subscription form to get the latest information about new product launches, discounts, sales, etc., through which you can assemble data to further use in your sales and marketing. You may use tools for that, similar to simplelists, which can efficiently catalog the information in a datasheet. This way, you can know what type of people to target to generate new leads.
Statistics like this are difficult for me to wrap my brain around, probably because I personally am in the camp that “I never read those emails” and try to be religious about hitting the “unsubscribe” button as soon as I’ve redeemed whatever offer I received in exchange for my email address. But regardless, they still got me, didn’t they?
Despite how badly we may want to turn down our nose at email marketing in favor of “sexier” inbound marketing tactics – email is still huge and is something that any marketer today should absolutely incorporate into their marketing strategy.