Brands that communicate with email effectively have a clear advantage. With each dollar spent on email marketing making $44 in return, email has the highest ROI of any marketing channel. Think about the potential loss if you don’t get a handle on your email strategy.
But what makes email one of the best ways to keep in touch with your customers?
Let’s take a look at five reasons why email is king and why it’s smart to prioritize email marketing for your business.
Email is personal and builds an intimate connection
People tend to guard their email addresses. It’s the most personal thing they have on the Internet and a place they go back to multiple times a day. The average worker spends about 143 minutes checking their email each weekday.
You want to reach your customers where they are, and for most of them, that means the inbox. Therefore, it should be a priority that you create meaningful emails and that they land there: in the inbox and not spam.
Email marketing is profitable
Email engagement is high, with an average open rate of 22% across all industries and with some groups interacting even more. Does it pay off? People who buy through email tend to buy 138% more.
It’s not too late to get started either. The projected global value of the email marketing market is set to reach $17.9 billion by 2027, up from 7.5 billion in 2020.
“We work with companies of all sizes that understand the value of reaching people in their inboxes,” says ZeroBounce COO Brian Minick. “In the past two years, most of these companies have ramped up their efforts and are investing more in email – because it works. As long as you’re following best practices and dedicate yourself, you’ll see results quickly,” Minick believes.
Email marketing is low cost
It’s tempting to assume that your social media followers are just as valuable as your email subscribers. Not so. The algorithmic changes on platforms like Facebook and Twitter have led to a drastic decline in reach. If you’re going to get results with social media, you must pay. On the other hand, email marketing is relatively inexpensive.
First, you can get started for free. “Most email service providers allow you to send emails to up to 2,000 people before they charge you,” says Reply’s Deliverability Manager Olga Zamiatina. “You can continue to use basic tools at no cost while your email list is growing. With social media, getting movement costs no matter when you do it,” the email pro adds.
Ever notice how often large brands ask for your email address? They know it too. Email has a higher chance of conversion.
Email allows for more automation – and saves you time
One of the things that makes email superior to other channels is how easily you can automate your projects. From welcome emails to drip campaigns and abandoned cart emails, you can set everything up to best serve your customers and business.
Of course, the initial investment can take time. Crafting your emails, segmenting your list and selecting the proper triggers requires some effort and focus. However, once these elements are in place, automating them saves you time in the long run.
With other communication channels, you’re going to have more labor and less automation.
Email marketing is only growing. Make it a priority
Email is not going anywhere. The total number of email users is expected to be 4.4 billion by 2024, meaning that more than half of the people on earth will have an email address. The growth potential is there.
Your success with email is dependent on several factors. The effort and creativity you put into it, the way you maintain and grow your email list – everything matters. But most of all, it’s your commitment that will make a difference. You have to keep showing up in the inbox. It’s the only way to build rapport.
So how will you rise to the challenge? It’s up to you. Get started.