If social media is where we hang out, email is our home. We always go back to it.
Email marketing is still one of the most powerful marketing tools for business.
- Email marketing can help establish a deeper connection with your list.
- For every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
- There's a 50% higher open rate for personalized subject lines
- 60% of consumers report purchasing after receiving a promotional email.
- 64% of small businesses say their email copy is effective or very effective.
- 95% of consumers check email every day (OptinMonster).
- Email has a larger reach.
- Sales from email marketing offer a higher return on investment.
- 61% of consumers prefer to be contacted by brands through email.
- 50.7% of customers are influenced to buy because of marketing and advertising emails (SaleCycle).
- Email is 40% better at converting compared to Facebook and Twitter (Slideshare).
- Sending Abandoned Cart Emails generates 69% more orders compared to sending one email.
- Email marketing offers faster communication.
- Ask your subscribers to add you to their contact list. You can include this note in your Welcome Email or mention it on the "Thank you" page after they subscribed.
- Send emails only to those who opted in. It's not a good idea to buy email lists. Sending emails without permission can lead to people not only unsubscribing but also reporting you as spam.
- Remove bounced contacts. Email marketing tools enable you to see which contacts bounced (email not sent). Remove them from your list. A high bounce rate is a red flag to email service providers and they may restrict you from sending emails in the future. Internet service providers may restrict you from sending emails in the future.
- Be careful with your subject lines. Avoid using salesy words like "free", "clearance", or "earn". Go easy on the exclamation points or dollar signs. These can trigger spam. They will also make your email look sleazy or salesy. A good exception is when your audience has been carefully segmented and their open rates to your emails are high.
- Avoid adding images and videos. Unless it will add value to your email, don't include large-sized images or videos. There's a high chance your email will be marked as spam.
- Email marketing is budget-friendly and a big time-saver.
- A segmented audience in email marketing can increase your ROI.
- Email marketing gives you ownership over your audience.
With email marketing, you cut through the noise of social media.
Your audience can focus only on what you're telling them and what you want them to do.
Email is just between you and the person reading it.
It gives you an opportunity to speak directly to your audience.
In short, email marketing is more intimate. Sincere.
It's more personalized.
You can create a more profound connection with your list through email campaigns.
Email is considered the most personal method of brand communication by 74% of baby boomers, 72% of gen x, 64% of millennials, and 60% of gen z users (Benchmark).
How email marketing helps you build a connection with your audience?
Builds presence
Imagine this…
You're working in a big office.
You go on break at 10 AM every day. And like clockwork, you'd see this guy from IT getting coffee at the same time.
You barely pay attention but you can count on seeing him every time you go to the pantry in the morning.
So much so that you wonder what happened if you don't see him there.
If the time would come that you need to talk to someone at the IT department or have a question about technical stuff, it's more likely that you'd approach this person you frequently see first.
In email marketing, when your subscriber often sees you in their inbox, they're reminded that you're there. You become top of mind.
They would even look forward to your emails.
This leads to familiarity.
Builds familiarity
There's an office party and the people you know are not there yet.
You go around to see if there's anyone you can chat with.
You're more likely to say "hi" first to a familiar face rather than to a complete stranger, right?
Walking into the bar, you spotted two people.
That IT guy you bump into regularly at the office, and this person from Finance you seldom see.
Chances are, you'd approach the IT guy because it would be easier and more comfortable to talk to him.
There's a bigger chance that you'll let your guard down when you're speaking with someone familiar than open up to someone you just met.
When you're in a familiar place, there's a sense of safety.
In email marketing, when your audience sees your email offering a product or service, they wouldn't think it's spam because they know who you are.
There will be little to no hesitation to open your email or buy from you.
They already know the value or quality of the emails you send.
Selling to someone familiar is easier than selling to someone who hasn't heard about you. Or someone who forgot who you are.
Familiarity leads to a deeper relationship.
Builds relationship
A strong connection takes time to build.
Trust must be earned and you don't earn it overnight.
A quick "hello" during coffee breaks or a getting-to-know-you chat at a party will not automatically build a strong connection.
Intentional long conversations and quality time would help you get to know the person better.
And eventually, build trust.
Trust is essential in relationships. Even in the relationships you build with your prospects and customers through email marketing.
You don't just stop with a Welcome Email sequence.
You must lead them from being unaware of their problem or of what you offer to advocates of your business.
And you can do this when there's a strong and deep connection built through email marketing.
How can your business benefit from a good audience connection?
Let the numbers do the talking:
Let's say you want to buy life insurance and you know two people who sell it.
One of them is the top seller of the insurance company.
He has received awards and recognition for his performance. But he's just someone you know from somewhere.
The other is a close friend who's always there when you need help.
He's generous in sharing his knowledge when you have questions about finances.
He checks on you once in a while.
You go way back.
It's a no-brainer who you'll buy your insurance from.
You wouldn't even ask your friend how many insurances he's already sold.
People feel obliged to help those they're familiar with.
And that's what emails do.
Sending frequent emails can help familiarize your audience with you.
It makes them feel that you think about them.
They know they're receiving something beneficial or valuable from your emails.
They've already made the first step of committing to your relationship by signing up to your email list.
It's your task to nurture that relationship by staying connected.
And eventually, turn that connection into profit with the help of email marketing.
According to Statista, Facebook has roughly 2.91 billion monthly active users as of 2022.
Instagram has 1.386 billion users.
And there are 396.5 million people on Twitter.
How many people use emails?
There are 4.3 billion global email users.
Do you know how many people are there in the world as of 2022? Mind-blowing, right?
7.8 billion.
That means almost half of the population uses email!
Our email is like our identification.
Believe it or not there are people who are not on Facebook. Some don't have an Instagram account.
What people online have in common is an email address.
When you sign up to Facebook, Instagram, Tik Tok, YouTube…
Or when you want to stream movies or shows on Netflix, Hulu, Disney Plus, or Amazon Prime…
Or when you go online shopping…
What do you need?
An email address.
Social media restrictions have made it really challenging for marketers to reach a larger audience. Unless you're willing to pay to boost your post.
You may have 2,000 followers on Facebook, but how many would actually see the post you publish?
Usually only 2-5 people (Retriever Digital).
59.7% of emails sent get read and the average open rate of emails is 21.73%.
So if you have 2,000 email subscribers, about 440 of them would open your email.
Organic reach is around 4x higher on email compared to social media.
Email marketing can yield up to 4200% ROI for your business. That's $42 for every $1 spent.
Not bad, huh?
66% of online consumers purchased as a result of an email marketing message.
Here are more stats that prove emails yield a better ROI:
How fast is communication with email marketing?
22% of emails are opened within the first hour of being sent.
50.39% of email messages will be opened within the first 6 hours of sending.
Sometimes, social media restricts certain posts. They need to be reviewed before they get published.
The benefit of using email marketing is that your message is delivered directly to your audience and fast.
You may get marked as spam by some email providers. This can disrupt the flow of communication and affect your email performance.
There are steps you can do to improve your email deliverability.
How to prevent your email from being flagged as spam
Email marketing has great benefits, especially for small businesses or startups.
There are email marketing tools that are cost-effective.
If you're just starting, you can select the free plans which allow you to customize your email, build professional-looking designs, and manage your contacts.
As your email list and revenue grow, you can move into paid plans and enjoy their benefits.
Unlike other marketing methods, you don't have to worry about paid ads with email marketing.
You don't have to pay extra for your list to receive your message straight to their inbox.
There's no need to buy stamps or pay for postage or printing.
Email marketing also lets you schedule your emails ahead of time which helps you manage your busy timetable.
Another benefit of email marketing is that it allows you to segment your list.
You can segment your audience according to their interests, email engagement, purchase history, browsing behavior, stage in the customer journey, or demographics (e.g., age, geolocation, or gender).
You can personalize your email based on these segmentations.
With targeted emails, you can choose who to send your emails to or what content you need to send.
This means higher engagement which improves your email performance.
A well-segmented campaign can yield a good ROI.
Email marketers notice a 760% increase in revenue in sending segmented emails.
Audience segmentation also helps you determine how many emails you should send to a specific list.
This helps organize your marketing strategy and saves you time and effort.
Remember when Instagram, Facebook, and WhatsApp were down?
Did you worry about responding to your customers?
Did you panic thinking that you may have lost all data about your posts and connections?
Social media is a great place to get found by your market, promote your brand, and engage with your audience.
But you have no control over it.
You need email marketing for your business to stay in contact with your audience and be not at the mercy of other websites.
It's like being the landlord or owner and not a lessee subletting the property from another tenant.
If social media shuts down tomorrow, would you still be able to stay in contact with your audience?
Would you be able to access their information?
Would you be able to retrieve your posts? (I hope you keep a copy of your social media content).
If you decide to switch to another email marketing provider and use a different tool, you still have your contact list with you.
Conclusion
With all the benefits of email marketing to succeed in business, why are some brands still not using it? Maybe they don't realize yet how valuable email marketing is.
Maybe they know email can help, but they don't have the time to sit down and plan their email campaign strategy.
Maybe they have the idea about what to write about, but they're still figuring out how to write an effective email copy.
If you need help writing email copies that captivate, connect, and convert…
Email marketing is not going away anytime soon.
What would 4200% ROI mean to you?
Talk with Lux, our Certified Email Copywriter, by scheduling a call on Calendly.
Or, email your request to: Sales@InternetMarketingAd.com and we will contact you.
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