As digital marketing strategies evolve a question that often comes up is whether or not email marketing is important. In short, the answer is yes. Why is email marketing important for a brand though? Email marketing provides a brand the opportunity to reach its audience, gives metrics to study, it’s affordable, and it offers the ability to increase brand awareness.
Opportunity to Reach Audience
Worldwide, the number of email users is estimated to be at 4.1 Billion users by the end of 2021— that's billion with a "B." Email marketing can feel like it's a waste of time because of your own experiences, e.g., sifting, archiving, swiping left, marking as spam, etc. Think about the brands whose emails you look forward to or products you enjoy. Those are the emails that never get lost in your inbox and are the emails you open and engage with.
In fact, research has shown that people spend 30% of their time at work and 50% of the time working from home on checking email. That’s a lot of time spent in the inbox!
This isn’t to say you should send emails every day, but you should be sending innovative, creative, and effective emails. Why? Because your brand network wants to hear from you. According to MarketingSherpa, 91% of US adults like receiving promotional emails from companies where they do business. So not only do people frequently check their email, but they want to receive emails.
Email marketing offers brands the ability to gain valuable insight into their marketing efforts. Email marketing tools offer the ability to track what happens after you have sent out your email campaign. You can track delivery rates, bounce rates, unsubscribe rates, click-through rates, and open rates. This gives you a better understanding of how your email campaigns are working, which ones to tweak, or which ones to get rid of altogether. These metrics should not be ignored. These metrics can help a brand continue building on previous success.
As one of the most cost-effective marketing tactics, it's time to start taking advantage of the benefits of email marketing. The return on investment (ROI) in email marketing has been shown to increase year-over-year. A 2016 study by Campaign Monitor found that every $1 invested in email marketing equaled a $44 ROI. So for small businesses on a limited budget, getting the most bang for your buck means using email marketing.
To send out emails it is usually best to use an email marketing service. Email marketing services such as SendGrid costs $0.0006 cents per message at their Platinum Marketing Email level. Mail Chimp allows you to send up to 12,000 emails a month for free. They also do offer larger monthly plans for growing businesses with up to 600,000 subscribers and high-volume sender plans for anything over that. Another email marketing company, Vertical Response, offers free email marketing up to 4,000 emails a month and 1,000 email contacts. They also offer subscription services for higher-volume senders.
Increase Brand Awareness
Social media aren’t the only platforms that help a company’s brand awareness. Possessing a customer or prospect’s email address means one thing: they showed a level of interest in your business. Email marketing gives you the ability to increase that interest level, that brand awareness, by staying top of mind.
This doesn’t mean you send four daily emails to every single customer. That’s actually a great way to get customers to hate you… Instead, try some email marketing that promotes your activeness in the local community. Too often companies try to sell their products via email marketing and completely ignore the brand awareness factor. By doing so, they’re also prohibiting the ultimate possibility of building customer trust and adding a sense of personality to their brand.
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