Importance of Email Marketing

Digital Marketing - Study Notes:

What is email marketing?

Email is the original one-to-one digital marketing channel. It’s so integrated into our lives that it’s hard to imagine a time before it existed. People check their email multiple times a day on phones, computers, and other devices. In fact, some of you probably check your email first thing in the morning, last thing at night, and will even check it during this course. People engage with email all the time. So, it’s a great way to connect with customers at key points during the day.

Email marketing is a commercial channel used to deliver advertisements, offers, education, and other marketing content directly to the interested user’s email inbox. Bear in mind, a user’s inbox is one of the most private parts of the online experience. Many people can see your website, Facebook, and Instagram posts, but no one except you typically sees your email inbox. So, it’s a very personal space and a great way to connect in a meaningful manner with consumers. However, it requires considerable thought and effort to deliver the desired results. After all, people will open emails only if they grab their attention!

That being said, emails don’t always have to be individually written and sent by a human. You can now automate the process. This is sometimes called automated email. Templated emails are sent to people based on actions they have taken on your site. These actions are also known as triggers.

Why is email marketing important?

Email has not only stood the test of time as a marketing channel, but has experienced a renaissance of late. With the advent of smartphones, users can check email whenever and wherever they like. Coupled with privacy issues on other channels like social media, email is seen by many consumers as a secure place where brands and organizations can communicate with them in a useful, effective way. 

Email marketing continues to offer companies an effective way of achieving marketing goals. It is still growing among companies and driving revenue. Consider these statistics:

• 64% of decision-makers use email.
• Return on investment (or ROI) is higher for email than any other marketing channel.
• Email marketing converts three times better than social media.
• 44% of consumers who receive targeted emails report buying at least one item as a result.
• Email has a high average open rate, because subscribers tend to be way more engaged with this content than other channels.
• Email personalization enables you to guide subscribers along the customer journey because they’re more willing to shop with you if you personalize content to their needs.