In 1971, Ray Tomlinson sent the first email. And in 1978, Gary Thuerk, a marketing manager at Digital Equipment Corp, sent the first mass email to 400 potential clients. Now, more than 40 years later, around 4 billion people worldwide connect through email. Businesses across the globe are actively seeking new methods to refine their email marketing strategy for maximum results.
In the ever-evolving digital age, where social media and instant messaging platforms dominate the digital scene, the relevance of creating an email marketing strategy is in question. However, the innate characteristics of email make it a powerful tool for business.
Email is everywhere, from supermarket coupons and loyalty programs to personalized communications and advertisements. This massive strategy generates billions in revenue annually as more than 306 billion emails are sent and received daily. According to Statista, in 2020, the global email marketing market was valued at 7.5 billion US dollars. The sum is projected to increase to 17.9 billion by 2027.
Now, the big question: What’s behind these impressive numbers? Here are 11 facts and characteristics of email marketing that make it so successful for marketing efforts:
Direct Communication Channel
A good email marketing strategy provides direct communication with customers and prospects. Unlike social media, where algorithms control visibility, emails directly reach a person’s inbox, increasing the likelihood that people see it.
As mentioned before, email is one of the most used methods of communication. In 2022, the number of global email users amounted to 4.24 billion and is set to grow to 4.73 billion in 2026. This extensive reach makes email an invaluable platform for businesses to connect with a massive audience.
One of the strongest arguments for the relevance of email marketing strategy lies in its return on investment (ROI). The Data & Marketing Association (DMA) reported in 2020 an average ROI of approximately $42 for every $1 spent on email marketing, underscoring the efficiency and profitability of these campaigns.
Personalization and segmentation
Email is a highly effective and direct way to communicate with customers. It allows businesses to personalize and segment their campaigns according to user behavior, preferences, and demographics. This process leads to more targeted and successful marketing messages.
Integration with other marketing channels
Email can seamlessly integrate with other channels, creating a cohesive email marketing strategy supporting social media and content marketing efforts. This integration increases web traffic and presents actionable steps to move the buyer’s journey toward a conversion.
Automation and Efficiency
It can be highly automated, allowing for efficient communication at scale. Specific actions can trigger automated email sequences. These movements include activities such as a welcome email after sign-up or a follow-up email after purchase. The automated emails ultimately create a more rounded buying experience for the client and simplify processes for businesses.
Nurture and retain leads
Creating a clear email marketing strategy can be an efficient approach to maintaining contact. This process is especially true for interacting with potential customers who are not yet ready to commit to purchasing. You can provide them with valuable and informative content that will keep them engaged until they are ready.
On the other hand, it is a great way to keep clients interested and excited about your brand on a personalized level. Content around essential events for the company, new products, showcasing community members, and expert articles, among others, work well in generating engagement with this audience.
Metrics like open rates and conversion rates offer an easy way to track the effectiveness of an email marketing strategy. They provide valuable insights for data-driven decisions and help understand how email campaigns contribute to overall business goals.
Easy cross-device adaptability
With the increasing use of smartphones, emails are more accessible than ever, and creating adaptable content is relatively easy, as many email managing platforms offer a broad selection of design options. A report made in 2021 by HubSpot found that most email views come from mobile devices (41%), followed by desktops (39%), emphasizing the importance of mobile-optimized email marketing strategies.
As your email list grows, email marketing costs sometimes increase at a different rate, making it a cost-effective solution for scaling your marketing efforts.
Email marketing allows companies to reach a global audience relatively easily. With no significant increase in cost, businesses can communicate with customers and prospects worldwide.
In summary, email marketing offers a unique combination of direct access, personalization, scalability, and versatility, making it an indispensable part of a company’s marketing strategy.
As technology keeps evolving, the possibilities for email marketing will continue to expand. An interesting trend is the use of AI and augmented reality, along with how regulations will focus on transparency and data protection. Email marketing’s future is shaping up to be more personalized, interactive, and integrated, emphasizing user experience, privacy, and the leverage of new technologies to boost engagement and effectiveness.
For now, it’s undeniable that email marketing is not just a relevant but a powerful, evolving tool. By integrating data-driven strategies, businesses can optimize their email marketing strategy for enhanced engagement, conversions, and ROI, ensuring they remain competitive in the dynamic digital landscape.
Are you looking for a way to connect with your customers and prospects on a more personal level? Do you want to increase your revenue and ROI? Schedule a call with our experts to discuss how we can help you refine your email marketing strategy and create compelling campaigns that drive results.