Key takeaways
- Email marketing reaches a massive, ready audience (4.9 billion email addresses in 2017).
- High deliverability: about 90% of emails are successfully delivered to inboxes, so messages reliably reach recipients.
- Open-rate benchmark: there’s an average open rate of roughly 25% (as of 2016).
- Drives conversions directly, CTAs in emails send traffic to your site and analytics let you track and refine results.
- Preferred contact method: many people favour email because it’s asynchronous and messages persist in the inbox (72% of adults prefer email).
Introduction
Email marketing is one of the most effective tools in any marketer’s arsenal. It has a proven level of ROI and is extremely effective for audience engagement that inspires action.People are essentially addicted to email with billions of emails sent and received every day. If there was one form of communication that is inherent to the daily interactions of countless businesses, email is that golden child. It is quick, efficient, and it is always there to deliver your message in a clear and compelling manner.However, what is it that makes email marketing so effective? Why do we love to communicate via email and why has it risen to the top as one of the best marketing strategies?
4 Reasons Why Email Marketing Is A Total Powerhouse
We know that we love email and that it has been proven to be extremely effective for marketing, but the question is – why? Here are 4 reasons that demonstrate why email marketing is a total powerhouse:
Massive Potential For Audience Engagement
Think about it – do you know a single person who doesn’t have at least one email address? Probably not. Email has become an inherent aspect of online activity. If you use the Internet, you probably have an email address. The proof is in the numbers.“With over 4.9 billion email addresses registered in 2017, it is hard to believe that email isn’t the best form of communication,” Rachel Hands, contributor to Business2Community points out. “This sort of figure might be surprising to some people, but think about it, how many times do you register your email address online?”With the sheer quantity of email addresses, your potential customer pool is massive.
Successful Communication
Email marketing is a great way to deliver messages because they are almost always delivered and they remain in an inbox until they are read or deleted. There are no missed phone calls with emails.“90% of all emails sent are successfully delivered to the customer’s inbox. So even if you have a small contact list with 1000 people on it, you know that at least 900 potential customers have the choice to view your email,” Hands explains. “The average open rate as of 2016 was 25%, that means that at least 225 customers will be exposed to your products/services.”
Consistent Sales Conversions
Email marketing is an extremely effective way of making a direct appeal to your prospects. It gives you the opportunity to clearly lay out information and your request in a way that is non-confrontational.“It provides them with the direct information to act upon if it is appealing. This also makes it easier to track conversion as email marketing is a great way to drive traffic, via CTA (Call-To-Action) buttons, to your website,” Hands says. “You can then use your analytics and reports to discover who is interested in your products/services.”With a direct appeal and careful analytics, you can adapt your strategies until email marketing becomes the most powerful sales tool that you have.
Popular Method Of Contact
People love to use email because they can check it when they are ready and it doesn’t require an immediate response. The effectiveness and value of an email rarely depreciates over time, which means that it will continue to work no matter when it is opened. This is perfect for people who have busy days and are constantly multi-tasking in order to reach their objectives.“Research even suggests that 72% of adults prefer to be contacted by via email,” Hands identifies.
FAQ
Email is ubiquitous for online activity, most people have at least one address, creating a very large potential audience (4.9 billion email addresses in 2017). Its ubiquity plus inbox persistence means messages are likely seen and acted on.
About 90% of emails are successfully delivered to customers’ inboxes. There’s an average open rate of roughly 25% (as of 2016) as a baseline for exposure.
Email enables a direct, non-confrontational appeal with clear calls-to-action (CTAs) that drive traffic to your website. You can then use analytics and reports to identify who is interested and adapt strategies to improve conversions.
CTAs in emails direct recipients to your website where they can act. Analytics and reporting let you track who clicks and converts, helping you discover interested customers and refine future campaigns.
Many people prefer email because they can check messages when it suits them and don’t need to respond immediately. Emails also retain value over time because they remain in the inbox until read or deleted.
Email marketing is one of the most effective tools with a proven level of ROI, noting its efficiency, wide reach and ability to drive measurable conversions.
