Email marketing is one of the most effective ways for startups to reach and engage your audience. In fact, the importance of email marketing is so great that we recommend that most businesses develop an implementation plan by 2020. Below, we'll discuss the top reasons why your brand needs to develop an email marketing strategy and start implementing campaigns in the near future.
Statista's results show that there are nearly four billion email users worldwide. A Campaign Monitor study found that 72% of people prefer to receive marketing material from brands via email, while only 17% indicated that they would prefer the same content via social media. 39% said they preferred email content that was rich in information and value over promotional.
Did you know? Email marketing is one of the most profitable digital marketing strategies that generate positive results. So it's no wonder that over 80% of small businesses rely heavily on email for customer acquisition. In addition, 80% of survey respondents rely solely on email to build customer loyalty. So if you want direct positive impact as a startup, email marketing should be part of your digital marketing toolbox.
Quick Facts:
- Email is shown to be 40x more effective at acquiring new customers than either Facebook or Twitter – McKinsey
- Email marketing has the highest conversion rate at 66%, when compared to social media marketing, direct mail, and others. – DMA
- A message is 5x more likely to be seen via an email than via Facebook message or post. – Radicati
- Seventy-two percent of people prefer promotional content by email, compared to 17% who favor social media channels such as Facebook. – MarketingSherpa
1. Stay in touch with your audience
Emails have the ability to keep your customers informed. Consumers are able to check their email when it suits them. It can make them feel like you are thinking of them. This email can be as simple as saying, "Hello, you're on our mind, here's a special offer!" or "Here is an update on what has happened here in recent weeks." Those who signed up to your mailing list have already signed up to receive these notes. So they'll likely appreciate these emails (as long as you give them something worth reading) and it will boost engagement with your customers.
2. Reach customers in real timeAccording to Litmus, 54% of all emails are opened on a mobile device. This is important and should come into play when planning any marketing strategy. More and more consumers are using their mobile devices to access not only email, but all other types of media and information. Plus, well-crafted emails produce higher conversion rates on mobile than any other medium. Hit them on the go!
3. People interact with emailsFor a long time, over 40 years in fact, electronic mail has been a form of communication. Over the years, email has quickly become one of our primary communication choices. We have all been prepared to respond to an email in one way or another. Whether it's to reply, forward, click something else embedded in the email, delete, buy something or sign up. We tend to do something with the email. Knowing this, you can use email to direct people to your website, pick up the phone and call or any other call to action. In fact, over 25% of last year's sales were attributed to email marketing.
4. Email marketing is easy to measureMost email marketing tools provide the ability to track what happens after you send your email campaign. You can track delivery rates, bounce rates, churn rates, click rates, and open rates. This gives you a better understanding of how your email campaigns work, which ones to change, or which ones to get rid of. These metrics should not be ignored. They are an important part of your entire digital marketing campaign. While there are various studies and surveys that present "optimal" numbers to aim for, it all depends on your industry and target audience. If your customers not only want daily emails, but also expect it, you better provide them. However, if you send too many emails to consumers who don't want more than one per week, your unsubscribe rate will increase. It's about knowing your customers and delivering valuable content.
5. It’s Cost-effectiveYes, we know you've been waiting for us to tackle this one. Email marketing services such as SendGrid cost $ 0.0006 per message at their Platinum Marketing email level. Mail Chimp lets you send up to 12,000 emails per month for free. They also offer larger monthly plans for growing businesses with up to 600,000 subscribers and high volume sender plans for anything more. Another email marketing company, Vertical Response, offers up to 4,000 monthly emails and 1,000 email contacts for free. They also offer subscription services for high volume senders.
Besides its relatively low cost, email marketing also offers a high return on investment (ROI). According to Campaign Monitor, every dollar spent on email marketing typically generates around $38 in return on investment. This statistic indicates how profitable email marketing can be for businesses, especially small businesses that work with smaller budgets.
Overall, email marketing is the perfect digital marketing tactic for businesses working with small budgets because it is relatively inexpensive to start and maintain email marketing campaigns. Likewise, email marketing tactics such as segmentation and triggered campaigns help you get the most out of your money, allowing you to grow your business without putting all your income back into digital marketing. The cost-benefit ratio is one of the main reasons why your business should take advantage of the importance of email marketing.
6. Allows for targeted messagingNow let's talk about the importance of email marketing for startups in lead nurturing. The main idea here is that your potential customers are at different stages of the buying cycle. Some may be at the review stage, while others may be at the research and comparison stage, and even others at the ready to buy stage. Creating buyer personas can help you determine what kind of content to create for each stage.
Segmenting these customers into appropriate email marketing lists helps businesses target these groups more effectively. Customers need information to take the next step in the buying cycle; pushing the right content can do just that. It's about moving those leads down your sales funnel - not as quickly as possible, but as efficiently as possible.
7. Increase brand awarenessNope, social media isn’t the only platform that helps 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 startups the ability to increase that interest level, that brand awareness, by staying top of mind.
This doesn’t mean to 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 many times companies try to sell, sell, 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.
8. It’s timelyOne of the benefits of email marketing can be to sell your products, if you approach it in the correct fashion. It’s important to use all the customer data and information you can. Sending customers a special offer on their birthday, or letting them know their favorite dish is half off is much more effective than simply sending them a menu.
This email marketing strategy also can incorporate seasonal offers, allowing you to promote a holiday special or an annual sale. Be sure to create a sense of urgency for any offer – customers are much more likely to purchase when a deal is ending soon.
9. Everyone (almost) uses emailA Hubspot survey states that 91% of consumers use email. That alone should be enough to convince you to explore the tool. Unless your industry accounts for the remaining 9% (hint: it doesn’t), email presents an incredible opportunity to reach customers. Not only can you provide them with discounts, specials, new products and more, they can share and forward those emails to anyone they’d like. A good email marketing strategy is to encourage customers to share offers as much as possible. Email is especially huge in the B2B world as it accounts for the most prominent form of communication for 73% of businesses. To take even more advantage of these statistics, be sure to download our infographic on how to improve engagement in email marketing.
10. Stay on the cutting edge of automation and technologyThink the hottest marketing technology is only available to big brands with huge budgets? No.
Email service providers give you access to cutting edge automation features to create a human experience that 84% of customers see as key to winning their business. Here is an example. Suppose a consumer visits your site and spends some time looking at different products and adding them to their digital shopping cart. Then, for some reason unknown to you, they leave without making a purchase. With email automation, you can ensure that this user receives an email soon after abandoning their cart as a reminder.
Never miss the opportunity to recover an abandoned cart or engage new prospects with email automation. Email automation turns missed opportunities into opportunities for stronger customer relationships and increased conversions.
- Segmentation
- Customer journeys
- Post-purchase communication
- Re-engagement
- A / B test
11. Email marketing makes it easy to personalize content for better response rates.Email marketing makes it easy to personalize the messaging and content you provide to subscribers. By using the data you've collected from your subscribers and prospects, you can work to deliver more personalized and relevant content that your readers are more likely to enjoy and take action on. This can improve both your open and click-through rates, as well as your overall conversion rates.
12. Email is the perfect tool to promote your best blog posts.77% of people prefer email for permission-based advertising. It's easy to forget that social media is technically permission-based, because it often isn't. With email, people have voluntarily given you their email address, so you know they want to hear from you and read your blog content.
As per a research, 19% of people unsubscribe from mailing lists when brands are constantly trying to sell them something. It is actually to your advantage to prioritize blog posts, podcasts, tips, tutorials, videos, infographics, and other valuable content via email over promotional material. You can make good use of your content with great newsletters and personalized RSS feeds.
13. Events PromotionSocial media can be risky when promoting events. You often need to share a lot of valuable information to get people to take action, and posts are posted out of context or out of order.
With the email, you can create an onboarding sequence for your events. It offers you the opportunity to spend time explaining the participants and the objectives of the event. You can also easily embed links so that readers can RSVP and add the event to their calendar.
14. More grounded Customer Relationships For Better SalesClients consistently love to remain mindful of the most recent happenings in your store or business. All the more significantly, they love to realize that you continually have them as a main priority.
While it's about difficult to actually contact every one of your customers by telephone, and mail outs being incredibly expensive, email is the best strategy to rapidly arrive at your clients with an update. The most recent occasion/events, the new item dispatch, New arrivals/collections, New Discount & more.
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