Nowadays, the Internet is just another part of people's lives. They cannot be disconnected from the net. It is increasingly difficult to see people disconnected from their mobile phones, because with just that small object, you have a whole new world at your fingertips.
Thanks to the Internet, new ways of marketing our products and services have been created, such as Digital Marketing. Digital Marketing has brought with it a host of new strategies for communicating and reaching users, such as email marketing.
87% of companies use email to send information to their customers. The intention of companies is to capture potential customers or leads, in addition to retaining existing customers. It is a very powerful tool to promote customer loyalty.
More and more companies are including email marketing in their digital strategies. It is an effective and fast way to reach users. This tool can bring many benefits to our business and that is why we must include it in our marketing campaigns.
10 benefits of email marketing
Next, we are going to explain the benefits that email marketing can bring to your digital strategy.
- Immediacy
We can reach our audience immediately. It is a communication channel between company / user through a screen. It is a direct and immediate communication between the company and the users we want to reach.
We already have a database and we know what type of user we want to reach, so with just one click we can reach a large number of users quickly and easily. This immediate functionality that guarantees email marketing also helps the company not to waste time investing in other generic campaigns that do not reach users as quickly.
- Measurable
In addition to the speed with which it reaches users, another benefit of email marketing is the speed with which we get the results.
One of the main tools that email marketing offers is real time reporting of the results of our campaigns sent, thanks to which we can measure the results obtained, which will later help us to make decisions and optimise our strategy.
It is essential to know the essential metrics that we are going to analyze in an email marketing campaign. These metrics will provide valuable data, and will deduce whether our campaign has been a success or a failure.
- Economic
Email marketing has a much cheaper cost than other communication channels. The cost of sending an email to our target audience is around 0.001€ to 0.02€. As we increase our mailing list, this cost will be lower.
It is an insignificant cost considering that it guarantees direct communication with the user, and the benefits it can bring if it is successful far outweigh this production figure.
- Accessible
In 2021, a total of 4.03 billion users will be using email, and it is a tool that is accessible to everyone, both users and companies.
In addition, it is an application that you can read on any device, whether tablet, mobile or computer. A recent Google study confirmed that 51% of emails sent are opened from mobile.
In this sense, it is important to offer a design that is accessible and can be viewed by everyone, whether from a mobile device or a laptop. It is also important that it is accessible to all types of people, regardless of their abilities.
- Effective
Studies have proven that email marketing is an effective tool, and the following statistics confirm this fact.
- 9 out of 10 companies use email marketing to distribute their content in an automated way.
- 81% of small and medium sized businesses use it as their main source of customer acquisition and 80% of SMEs use it as their main customer loyalty tool.
- It is 4 times more effective than social media.
- Emails that include a personalised subject line generate up to 50% more opens.
- The average ROI of email marketing is $42 for every $1 invested.
- Compare and analyse data
One benefit of email marketing is that many companies use it to compare and analyse data thanks to the A/B tests. They are a way to compare the effectiveness of the emails we send to our customers and subscribers.
These tests consist of sending two emails with different content or elements, in this way, we can compare which of them has had a better response from the public, and therefore, determine which campaign works best for our audience.
- Customisable
With email marketing we have the possibility to personalise all the emails we send. The key elements that should be included in emails to make them more personalised are the name of the recipient and content of interest to the user.
We get to know what are the preferences, interests or tastes of the recipients thanks to the segmentation of our mailing list. Segmentation is one of the elements that brings more benefits to our company, as it allows us to increase the conversion rate by 20%.
- Interactive
Email marketing is not only about sending emails that include a huge text talking about the company. The campaigns are much more interactive.
Different audiovisual content such as images, videos or gifs are included to interact with users in a more entertaining way. A message that includes this content will capture the attention of the public and influence their decision to buy.
- Web traffic
Email marketing is an essential tool to improve our SEO positioning and with it our web traffic.
The way in which we organise the design of the email will influence the user to access our website. Including a striking subject of the message will be essential, and if we combine it with interactive content and of interest to the user will guarantee an increase in our web traffic.
- Automatable
Email marketing offers the possibility of automating all our campaigns. By simply creating a campaign and scheduling its delivery, you can send it to a mass audience and continue to perform other tasks without running the risk of forgetting to send the campaign.
It also offers the possibility of creating a sequence of emails, which will be sent to customers or subscribers whenever a condition is met.
Email marketing automation makes it a very powerful, efficient and cost-effective communication channel for businesses.
Email marketing is a fundamental tool that should be included in your digital strategy. It offers a lot of benefits for your business, and thanks to it we can reach a massive audience. And you, what are you waiting for to include email marketing in your digital strategy?
