In the age of advanced communications where immediate response is the norm, one might wonder why businesses still use emails. The rise of social media opened big doors in marketing and it’s been doing pretty well.
Still, email, even though it’s a communication channel that seemingly only the corporate remains to use, proves to be an effective marketing strategy even in 2023. It is responsible for a huge percentage of reach, traffic, and conversions for many businesses.
According to marketing experts, the click-through rate for email marketing channels averages 3.57%. Facebook, on the other hand, has a click-through rate of 0.07%, while Twitter makes 0.03%. The return on investment for every $1 a business spends on email marketing is $42.
These numbers are not here to pit email marketing against other marketing channels like social media. There are different reasons why customers subscribe to an email list and follow brands on Facebook and Instagram. If anything, email marketing, and social media marketing complement each other and boost overall marketing efforts.
Through the help of digital tools, you can divide your audiences into different segments and use this to create personalized and targeted messaging. You cannot do a generic email blast and expect that everybody would be converted. After all, an email list of thousands of names would surely not be concentrated on one interest only. And therefore, it doesn’t make sense to use the same content or strategy to hook them.
With email marketing, you can effectively do A/B testing on multiple personalization strategies to know what works for a particular segment of your audience. Say, you want to split test what has a better click-through rate between subject lines that bear the recipient’s name and ones that don’t, it is possible.
It doesn’t cost much to run an effective email marketing blast. Design-wise, there are cheap email marketing subscriptions with thousands of templates. Production-wise, you just need effective copy from a good copywriter.
Email automation solutions abound which is why it is pretty easy these days to schedule emails and be more efficient in the process. You don’t want to be sending an email to a customer when they are sleeping and run the risk of having them delete their notifications in the morning. This can happen if you have thousands of customers across the globe. Automation can help you segment your audiences according to time zones. The same technology is behind welcome emails that get sent seconds after an audience clicks on the submit button.
With email marketing, you can immediately see if the campaign is effective or not. This helps you in scratching ineffective campaigns and repeating effective practices.
The effectiveness of email marketing is thanks to its more personal nature and at the same time to the hundreds of tech solutions available to businesses. With the rate it’s going, email marketing is here to stay and will likely be even better in the years to come.
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