Email Marketing – Why it’s Not Dead in 2019 and 2020
You’ve probably opened your email enough times in your life to know that the majority of what hits your inbox is some kind of spam, phishing, or retail information. The other fraction is anticipated communication.
So it’s worth asking, how is email marketing still alive in 2019 and 2020?
Despite the facts, people still go about checking their email at a rate more lively than ever before.
Mobile clients account for 41.9% of email opens during 2019. 61.9% of email opens actually occurred on mobile devices, while 9.8% occurred on desktop.
This infographic displays the duration in which people spend looking at emails on specific devices.
Evidently, there is an inseparable relationship between mobile device usage and the rate at which people check their email. It is as though people check their email as obsessively as they do their snapchat, facebook, and twitter feeds. But to put into perspective what exactly those percentages mean, consider that every year billions of emails are delivered and opened, and in Canada alone, as of 2019, there are nearly 35 million internet users. As such, there should be no further skepticism about the efficacy of email marketing; so long as people continue to use their devices, there will be a fruitful domain for email marketing.
Return on Investment (ROI)
Of all the methods to digital marketing, email marketing persists to be the greatest stimulus to revenue for many businesses. Research indicates that 50% of email users prefer to follow their brands via email.
As the number of internet users grows exponentially each year, so does the number of people who subscribe to brand email lists. Granted that your brand remains well-liked, a single person can follow your business’ brand for years. Potentially, this means that a single user can approximate to multiple conversions for your business, resulting in a greater company revenue and ROI.
Coupled with the fact that it remains a staple in any company’s budget, email marketing is a sure bet for even the startups.
Your email marketing campaign’s success can also be tracked digitally. That is, your company should be able to determine the revenue that is generated through your email marketing endeavours. Email analytics allow any company to follow and measure consumer purchases after they click on your email content.
Here are some of the measurements you can track with digital analytics:
Impact – measure the performance of your email. For this, you’ll want to consider conversions, click rates, and open rates.
Lead Acceleration – measure how long it takes for your email leads to transition from being seen by your users to being acted upon, I.e., generating purchases.
Revenue – correlate the efficacy of your campaign with your company’s overall revenue across multiple touch points.
Improved Sales Conversions
One of the miraculous aspects to email marketing is how well it can bolster your company’s conversions. Remember, with email campaigns, you don’t necessarily have to shovel large amounts of information into your subscribers’ emails at once. You could, but, probabilistically, with little success.
This is significant if your company wants to push desirable leads to customers.
For example, let’s say your company manages to produce a hot item, among many ordinary products, and uses it as a sort of showcase for reeling in users, hopefully converting them to buyers. But all deceptions aside, the lead tactic is also a great way of stimulating brand awareness in a positive way.
Maybe your company merely wants to invite eyes to the unveiling of a new product. And sometimes the time that it takes for your company to produce something new is the perfect amount of time for someone to have already made a purchase and maybe be scratching their head at what to buy next.
Email marketing also gives you the ability to attach deals or impulse phrases that are sure to generate consumerism amongst users–phrases such as “for a limited time only,” or “deals ending soon,” and so forth.
But, of course, there is a line that must be toed in email marketing. To give you an idea of what that means, consider the infographic below.
Creating flimsy content, as you can well see, is something you want to avoid at all costs.
Increased Website Traffic
Generally when you create email content for users, you’ll have an external link to your website embedded in the email.
This is how email marketing generates website traffic to your business’ website.
Furthermore, the traffic routed to your website via email campaign is almost always relevant traffic. That is, people who choose to open your email, read its contents, and click on the external link, will typically do so out of interest for the content being displayed in the email, resulting in greater engagement than other digital marketing tactics can stir.
That’s what really separates the wheat from the chaff.
SEO and paid advertising will almost never generate more, or the equivalent, of conversions as email marketing does.
Keeping up with the analytics of your email marketing campaigns is considerably the strongest method for building relationships with your leads.
Because you can track your leads, you have the opportunity to tailor your business to fit the needs of the people most invested. Through this way, you can expect to develop long, stalwart relationships with your leads and dramatically boost your ROI.
Email marketing also gives you the ability to reach who you want when you want. Taking advantage of this power will allow you to connect with your leads as frequently or infrequently as you desire.
But before you reach out, what are your goals? Are you simply trying to interface with your leads for the sake of continuing that parasocial relationship, or are you attempting to generate purchases?
In the eyes of a digital user, a business will only appear as good as the content of the email does. This does not mean waterlog your emails with too–good-to-be-true content. Nor does it mean to lay it on thick in areas where it is not.
You should consider the demographic of your leads. In this regard, you can decide whether people open your emails more via mobile device or desktop, whether they’re male or female, whether they’re young or old, and so forth.
As creating an email campaign is extremely affordable, your business should be able to produce engaging, creative, and aesthetically pleasing content with little trouble.