It doesn’t matter if there are so many tools and technologies hovering around the digital marketing space; it doesn’t matter if the entire digital marketing space is talking about social media with Facebook, Twitter, Instagram all sharing the limelight; there is one key component which has been constantly endeavoring at the backend and which to a large extent is the hot favorite of Marketers. Yes, we are talking about Email Marketing. Email marketing, though an age old technique of advertising and promoting your business, is still very effective as it directly reaches out to the target audience.
Businesses have felt that the more you are direct to your target audience, the better you stand to win the customer. Email marketing enables you to be as close to the customer as you can. The messaging platform can be directed to the target audience, highlighting the message that relates to the problem statement of the audience. This way the audience is able to associate with the brand more effectively and entices him or her to take a purchasing decision.
Yes, email marketing is still effective, but marketers have had to innovate to ensure various compliances across countries. According to Forbes, they found that marketers today consider email as an effective marketing tactic and is the least difficult – with a staggering 54% of respondents advocating for email marketing as compared to other modes like web content (around 46%).
The key advantage to having email marketing is the turnaround time. Unlike social media, where a Facebook “like” or a Twitter “retweet” or “favorite” takes time to convert into a customer, email marketing is faster because it is direct. Moreover, if someone reads your email then he or she can respond to the email immediately, to ask any queries or to show a potential interest. When you look at the effectiveness parameter, email marketing is a notch ahead of its social media counterparts; this is because of the evidence of customer conversions that comes as an output.
You talk about developing a mobile app, it takes some time and it requires specific skills. Social Media marketing can be a grinding and cumbersome task considering the various parameters that need to be considered before you go about finalizing the strategy and then implementing it. However, when you think of email marketing, it is fairly easy to plan and execute.It is time to look into some statistics to help you understand why email marketing is still effective and easy.
According to McKinsey, email is 40 times more effective in acquiring a customer as compared to social media platforms like Facebook or Twitter.
Thedma states that for every $1 spent on email marketing, the ROI is a whopping $38, which by far is the highest ROI among all marketing channels.
The crux of email marketing is that a message sent via email is 5 times more effective than the same message posted on Facebook or Twitter. This is because customers get a personalized experience when they read the email, which is missing in social media marketing. Yes it is an elite channel now and businesses don’t neglect this method at all, considering the fact that over 144 billion emails are sent each and every day.
An impact oriented email does have various factors that needs to be accounted for. For eg: just having the right content in the body of the message does not serve the purpose. You need to ensure the content is a healthy mix of text and graphics. This is followed by having the right subject line with the right set of characters.
A research by Adestra states that subject lines with less than 10 characters length have an open rate of 58%
And lastly, it’s all about timing. You just can’t sent your email to the target audience on any random occasion. There are specific time frames when people read their emails and take some action. A survey conducted by Experian Marketing Services states that people open the emails between 8:00 AM and 12:00 Noon. However, there is no set pattern. Hence you have to constantly test this and when you come to know about the opening pattern of your target audience, you can start sending out the mailers.
Why email marketing is easy for target based marketing is because as a viewer, you get incentives from businesses for opening the email or clicking on the Call-To-Action button. These incentives are freebies in the form of an e-book or a research report or a discount coupon/voucher for an event.
So if we look at the benefits of email marketing, it clearly indicates why this channel is still preferred by companies and why marketers find this more effective than any other social media marketing or other online marketing channels.