Why You Should Swipe Right on Email Marketing
Digital marketing has come a long way from the early years of the Internet. From paid search to display ads, retargeting to social advertising, marketers are always finding new and flashy ways to get their messages across to qualified audiences. Some verticals have gone in and out of the digital world’s vernacular, but others have stood the test of time.
Take email marketing. Email has been around since the 1970s, which is practically prehistoric in terms of the internet. But unlike the dinosaurs, email isn’t going anywhere.
Decades after its debut, email marketing is still producing great results for businesses that invest in the platform. So while it might not seem like the flashy hunk that is social media marketing, it’s still an attractive beau nonetheless. Learn more about why you should include email marketing in your marketing mix and why it’s ultimately the marketing platform you want to end up with at the end of the night.
Email Marketing Is A Cheap Date
The ROI on email is incredible. For every dollar spent, email marketing earns about $42 (or £38) in ROI. Compared to seven other marketing channels, email has the highest ROI.
And with email becoming increasingly more personalized, your marketing messages can be even more tailored to their intended recipients—and more profitable. Segmented and targeted emails generate 58 percent of all revenue. With personalization, you get to flirt one-on-one rather than blasting the same pick-up lines to everyone in the room.
Email Marketing Invites You Inside For A Drink
When a potential customer signs up to be added to your email list, it shows they want to learn more about you. By giving you their email, they have effectively asked you inside for a drink. They saw something they liked in you and invited you into their online home, their inbox, to learn more. Thus, email-marketing messages don’t feel as intrusive because you were invited across the threshold.
Assuming you acquire and build your list in a morally sound way, anyone on it had to opt-in; they were given the choice and said, “Yes, tell me more.” This means that people expect to see you pop up in their inbox from time to time.
In fact, people tend to prefer to hear from companies via email. Seventy-two percent of people surveyed said they prefer companies to communicate with them via email over any other channel.
This lack of intrusion is unique to email. Imagine an ex that just won’t go away: They might have been interesting initially but then they got bland and boring. That’s what it can feel like to see ads online that aren’t relevant to you — they don’t get that coveted drink invite.
Take this scenario: A potential customer goes to a website to check out running shoes for their teenager. But then the teenager declares this brand of shoes to be lowbrow. The customer takes their search elsewhere. All of a sudden, those uncool shoes are following them everywhere their digital footprint goes. In their Facebook News Feed? You bet. In a display ad on a website totally unrelated to running shoes? Afraid so. Retargeting and display ads have their relevance in a digital media mix. But oftentimes they just can’t compete with what email marketing can do for a business.
The potential intrusion of other sales channels doesn’t stop there. Not only do some online advertisements act like the crazy ex who won’t stop begging for you back, but also they can act like the crazy weirdo you never asked for a relationship with in the first place. (Seeing right-side ads on Facebook for diapers when you don’t have kids can certainly be a headscratcher.)
What’s worse is that these loons can impede access to information you actually want to see. It’s like having to dodge an overly flirty person when you’re just trying to get a drink at the bar. Websites might use video pop-ups when a user hits a page, essentially gating the content behind it. Additionally, brands on social networks can feel out of place among a customer’s friends and family when offering irrelevant content.
Because email is an opt-in marketing channel, its messages don’t feel so bothersome and unwanted. By virtue of signing up for your email list, your customers have opened their doors and invited you inside their online world.
People are becoming increasingly attached to their phones. According to Pew research, 67 percent of cell phone owners check their phone for messages, alerts or calls even without a prompt, such as a vibration or ding, to do so. Forty-four percent of cell phone owners sleep with their phone nearby to make sure no update goes by unnoticed, and 29 percent of cell phone owners describe their device as “something they can’t imagine living without.”
Email, then, is a natural place to spend marketing dollars because customers seemingly will never be far from their phones; emails get you into the pants of your customers—by putting you in their pockets. Your emails will follow them wherever they go simply because their cell phone follows them wherever they go.
Of course, it’s not enough for phones to physically be with your intended audience. People need to be checking their emails on on their phones, which they are. Consider these statistics:
- 75 percent of Gmail users access their accounts on mobile devices.
- 55 percent of email opens are on mobile devices, compared to 19 percent on desktop.
As the smart watch market continues to expand, more and more people will have their emails even closer to their body. With a simple flick of the wrist, an email can appear, ready to talk directly to customers.
As a sales channel, email marketing can bring impressive results. It’s stood the test of internet time and doesn’t look to be going anywhere anytime soon. Say “I do” to email marketing, and you’ll be involved in one of your best long-term relationships.