Are you wondering why email marketing is still the most effective marketing technique? Check out the top benefits of email marketing and why it has the highest ROI of all forms of marketing for small businesses.
Many companies are still unaware of the benefits of email marketing and are wasting this powerful communication channel.
Undoubtedly, social media is one of the most effective communication channels. Unfortunately, it will never be so profitable.
The difference is huge if we compare the cost of generating sales between email marketing and social media.
And the thing is, email marketing converts three times more than social media.
The main downside to email marketing is that you have to create a specialized contact database first (don’t even think about buying a database).
By the way, did you know that there are 1 billion active users on Gmail?
The top benefits of email marketing for your company.
One of the main benefits of email marketing is that it is relatively cheap compared to other communication channels.
To give you a rough idea, the average cost of sending an email to your target audience ranges from €0.001 to €0.02.
This cost will be lower each time you have a more extensive contact list since having 500 contacts is not the same as having 30,000 or 100,000.
Email marketing is a direct and immediate communication channel, so its cost is ridiculous.
However, many companies do not use email marketing, which I do not understand.
I say this because, nowadays, any business (no matter how small) can do email marketing.
And many email marketing tools even allow you to create a free account and send mass emails.
For example, Mailchimp allows you to send 12,000 emails to 2,000 contacts per month. You can send up to six monthly emails to the same person.
To carry out an email marketing campaign, it is only necessary to have your database, design a strategy, and establish objectives.
Another advantage of email marketing is its accessibility since emails can be read on any device (PC, laptop, tablet, or mobile).
According to a recent Google study, 51% of all sent emails are opened on mobile devices.
Hence, using a responsive template is vital because emails can be displayed correctly on any screen.
Fortunately, you don’t have to worry about responsive design in email marketing since the tools to send mass emails provide this functionality.
However, it is essential to use the preview of the message to check readability on different browsers and devices.
It is essential that the message’s reading be comfortable and enjoyable for users since it is not the same to read on a mobile phone as on a computer.
Reading a paragraph of 3 lines on the computer can be converted into a section of 6 for a mobile screen.
Before sending an email marketing campaign, ensure the message’s content is displayed well on all devices.
On top of having such a low cost, another benefit of email marketing is its outstanding efficiency because this channel is four times more effective than social networks.
For every euro invested in an email marketing campaign, the investment return is 40 euros (on average).
That is why email marketing is the best tool for companies.
As an eMarketer study shows, email marketing provides an ROI of 122%.
There is no other digital marketing channel that can exceed the efficiency and profitability of email marketing.
However, to achieve this return on investment in your campaigns, it will be necessary to have a successful email marketing strategy.
Having a qualified database is also vital because the results will be better.
You must bear in mind that quality is more important than quantity.
It is not enough to have 50,000 contacts if only 10% open your message.
Try to do a periodic cleaning in your database and eliminate the contacts that have not opened your last campaigns.
Don’t neglect that people not interested in receiving your messages cost money and hurt your campaigns’ results.
Email marketing is an effective communication channel that offers the possibility of customizing mass emails.
It is no longer fashionable to send messages in a generalized way. That type of communication is no longer effective with consumers.
The most effective way to be successful with your email marketing campaigns is to send highly personalized messages.
The two critical elements for an email marketing campaign that you should always apply are:
- Use the name of the recipient.
- Offer content based on your preferences.
But segmentation is another critical factor to achieving success with your messages’ personalization.
Segmentation consists of sending your campaign to a group of people who meet one or more specific criteria.
There are many ways to segment an email marketing campaign and send your message to a specific audience.
You must know the criteria you want to use and apply the two key customization factors mentioned above.
You must remember that segmentation is one of the most important benefits of email marketing since it allows you to increase the conversion rate by up to 20%.
Measurable: Use analytics in email marketing
Another benefit of email marketing that is so appreciated is the speed at which you can measure the results.
And the leading email marketing tools offer real-time reports of your sent campaigns.
Measuring the results of any digital marketing strategy is essential for making decisions and optimizing your system.
That’s why it is essential to know the vital metrics for an email marketing campaign that you should analyze.
These metrics will provide precious information and will allow you to know if the campaign has been a success or failure.
The grave mistake of analyzing a single metric, such as the open rate, is often made, but this data alone does not provide anything relevant.
It is advisable to complete the primary metrics analysis and assess the campaign’s impact.
To carry out this analysis, you must export the data obtained and represent them graphically because it greatly facilitates the statistical analysis and the detection of errors.
One significant benefit of email marketing that few companies use for their campaigns is A/B testing.
A/B testing is a great way to compare the effectiveness of our emails sent to customers or subscribers.
A/B testing consists of sending two types of emails that contain different elements or content.
In this way, you can know which of them has generated the best results and which campaign works best with our audience.
Using A/B testing in email marketing campaigns guarantees us the ability to successfully reach the established objectives, optimize conversions, reduce lead costs, and increase the open and click-through rates (CTR).
In short, A/B tests serve to make email marketing campaigns more effective and also allow us to understand the behavior of customers or subscribers better.
The A/B tests have an effortless operation and can be carried out in just three steps:
Select the percentage of recipients on your list (between 5% and 20%).
Write two types of emails with different elements and content.
Automatically, the campaign with the best results will be sent to the rest of your database.
As you can see, it is not difficult to do A/B testing in email marketing, and the benefits for your campaigns are enormous.
Email marketing has another significant advantage that allows us to save a lot of time: automation.
Most tools that allow you to send mass emails offer the possibility of automating all campaigns.
For me, it is, without a doubt, the best benefit of email marketing since you only have to create the campaign and schedule when you want it to be sent.
This way, you can keep doing more tasks and don’t risk forgetting that you should send your campaign at a specific time.
You can also create a sequence of emails, called “Workflow,” to be sent to your customers or subscribers when a condition is met.
This functionality is great when you want to offer new subscribers a free course, congratulate your customers on their birthdays, or customize different messages based on the website’s interaction.
That email marketing is automatable makes this communication channel even more powerful, efficient, and profitable.
But if you want to move forward with automation, many tools to automate your digital marketing make the job much more comfortable.
When a business begins to grow, it usually comes when it is impossible to offer a 1-to-1 relationship with everyone (current and potential customers).
And the volume of work exceeds your human resources’ productive capacity.
Automated marketing prevents you from wasting time and money doing repetitive tasks that software might do.
Today, email marketing goes beyond writing a simple text. Now you can also make your campaigns interactive.
The different multimedia files you can use in your email marketing campaigns are images, videos, and GIFs.
This way, you can interact with the target person and capture their attention to carry out the desired action.
And going from static to interactive email marketing has two significant advantages:
It allows us to influence the purchase decision much more.
High percentages are achieved in the CTR. But it is also important to note that you cannot saturate the message with multimedia files because this will distract the user’s attention and will not do what you want.
Before sending an interactive campaign, it is essential to be clear about the objective you want to achieve and then add the most appropriate multimedia file.
For example, let’s say you sell makeup products.
Attaching two or three tutorial videos that add value to the recipient would be ideal.
When clicking on a video, the user will be directed to a specific page and can view the video’s content to obtain more information.
Email marketing has been updated with social networking’s appearance since they are two communication channels that complement each other very well.
For this reason, another benefit of email marketing is that it can be integrated with social platforms.
In the case of Mailchimp (the one I use), you can use social cards called “Social Cards.”
Right now, I can’t confirm if other email marketing tools also offer this feature.
Mailchimp Social Cards is a feature that allows you to choose both a featured image and the text that will appear when your campaign is shared on social networks.
However, currently, the only supported social platforms are Facebook, Twitter, and Pinterest.
Through social cards, you allow the user to share the campaign on their social profiles, but at the same time, you get greater visibility for free.
Therefore, if you send a newsletter with an attractive offer or relevant content, you will have a good chance that your campaign will go viral.
Finally, another of the great benefits of email marketing is that it allows you to increase website traffic.
If you send a campaign to 10,000 contacts with an open rate of 40% or 50%, you can get between 4,000 and 5,000 views.
In the case of sending a promotional campaign, you should remember that only 1% or 2% of the recipients will end up buying the product or service.
So, it would help if you strived to achieve the highest possible open rate.
Writing a captivating subject and overcoming the anti-spam filters will be essential to avoid reaching the spam folder.
Whether you have a blog or are launching a commercial offer, promoting yourself in different places is essential to get traffic.
You cannot depend solely on email marketing to generate sales, especially with a small contact list.
Therefore, it is essential to use social networks to attract the traffic of people who may be interested in it.
Boosts brand awareness.
Email marketing is a great way to build brand awareness. You can reach a large audience with the broadest reach at the lowest price.
Email marketing is a great way to reach a targeted audience. With email, you can get exactly who you want and exclude those not interested in your product or service. This allows for more effective targeting of potential customers and less waste of advertising dollars on people who don’t fit into your target demographic profile (TDP).
Builds trust and credibility.
Email marketing is a great way to connect with customers. The more you know your customers, the better you can serve them. As a result of email marketing, recipients will feel more comfortable buying from you and are more likely to buy from you again.
Email marketing helps companies build trust with their customers by showing they care about them as individuals. Customers who feel like they’re being treated like individuals are much more likely to buy from companies they trust than those who do not make this effort.
It increases sales.
It’s no secret that email marketing is an effective way to increase sales. According to a study by the Aberdeen Group, 86% of executives surveyed said they believed email had the highest ROI among all digital channels.
That’s because it’s cheaper than other forms of advertising but still reaches a large audience—and those two factors mean you’re getting more bang for your buck. Another reason why email marketing works so well is that it can be personalized for each user. When someone receives an advertisement or piece of content in their inbox, there’s a good chance they’ll pay attention because it was sent directly to them. And if you ask them for feedback on what products or services they like best, they might say yes. That can help tailor future content even more effectively!
Finally—and perhaps most importantly—email marketing will help drive revenue by increasing profits and market share (i.e., how much money is made per person). As mentioned above, increased sales being one benefit of using this strategy in general terms, these numbers aren’t just hypothetical: according to research conducted by Salesforce Marketing Cloud (Q2 2018), companies who integrated marketing automation into their digital strategy saw revenue increases of over 300% compared with those who didn’t use any such tools!
It increases your reach and customer base.
Email marketing is an effective way to reach more people. It’s easy to get started with email, and it’s a great way to grow your customer base by reaching more people in your niche, geographic area, or demographic.
It helps your SEO efforts.
Email marketing is a great way to help your SEO efforts. You can use it to get your website to the top of search results or direct people back to social media links or other pages on your site.
It saves time and money.
Email marketing is a highly cost-effective form of digital marketing. It’s easy to use, can reach a large audience, and you can focus on specific groups of people.
- You don’t need to hire new people or buy expensive software to start email marketing. Existing employees can easily create, manage, and send emails using their desktop computers or laptops.
- Email campaigns are typically cheaper than other forms of digital marketing, such as paid search or display advertising, because there is no bidding involved (like Google AdWords).
- Email campaigns allow you to reach your entire database at once with just one message if needed—bulk messaging is also possible without paying extra fees for each email address on your list like some other types of mailers do!
Improves customer loyalty.
Loyalty is a critical element of business success. Loyal customers not only buy from you more often, but they also recommend your product or service to others. This leads to an increase in sales and profit for your business.
Email marketing can help improve customer loyalty by:
- Sending customer-specific offers that are relevant to them.
- Notifying them about new products or services.
- Reminding them of things they may have forgotten (such as an upcoming anniversary or birthday) and offering special discounts, coupons, etc., as incentives for future business with you.
Grows website traffic.
Email marketing is a great way to drive traffic to your website. The message you send through email can be sent directly to potential customers, who will visit your site and hopefully become paying customers.
Email marketing is also a great way to build your email list. When people subscribe to an email list, they opt-in on their own accord and give the company information about themselves (name, location, etc.). The company can use this information for future campaigns or sell it off if needed. However, this will not cause harm if users have given consent beforehand.
Email marketing helps increase conversions because once someone has subscribed to an email list or purchased something from one of your advertisements online, they might be interested enough in what you’re selling. So as long as you keep sending them relevant offers with good content, chances are high that they’ll buy something else from you again in the future, which could result in more profits down the road!
Easily tracks ROI.
You can track the ROI of email marketing by using a few different methods. You can use your email marketing platform to track click-through and conversion rates from emails, which will help you understand how your audience engages with an email. Suppose you have an existing CRM (customer relationship management) system or loyalty program. In that case, you can also integrate that information into your email platform to track customer activity across platforms and give more accurate insight into what works for your audience.
With this kind of data, it’s easy to create campaigns that deliver high-quality results for your business.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff.
Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. It lets you send tailored messages to people who have expressed interest in what you offer, which means that every letter gets seen by someone who wants it—and will hopefully respond positively.
Compared with other channels like social media or paid advertising, email marketing has a much higher conversion rate. You can also track open rates and clicks on links within emails to see which subject lines are working best for each audience segment (or even specific individuals). This information can improve future campaigns based on what works best for each person’s interests and preferences.
Email marketing is one of the most effective ways to reach your audience and increase brand awareness and revenue.
Email marketing is one of the most effective ways to reach your audience and increase brand awareness and revenue. It’s also a great way to build a relationship with your customers, build trust with them, build loyalty with them, and create brand awareness.
Email marketing offers many benefits that make it an essential part of any digital strategy:
- Email offers an opportunity to build a relationship with customers through personalization.
- Email allows you to segment customers into specific groups to send targeted messages at optimal times.
- Most people check their email first thing in the morning and the last thing at night – making it an ideal time for sending out promotional content!
Encourage sign-ups on your website.
- Give your customers a reason to sign up.
- Let them know what they will get.
- Make it easy for them to sign up.
- Offer a freebie or discount to entice them, but ensure you have the resources for this first!
- Make it easy for customers who do not want your emails anymore (or those who signed up by accident) to unsubscribe, which is an essential part of any email marketing strategy and will help avoid spam complaints against you in the long run.
Benefits of email marketing for small businesses.
Email marketing is a cost-effective form of advertising.
It can reach customers of all sizes and in multiple industries, including healthcare, retail, and food service. You can use email marketing tactics to promote your products or services, build relationships with your audience, and increase sales.
Email marketing is easy to set up and maintain.
It is the lowest-hanging fruit in digital marketing because it’s so accessible; you don’t need special software or equipment like many other forms of digital media require!
Email marketing is cost-effective and scalable.
It is cost-effective. That’s because it’s a relatively cheap way to reach your customers and prospects instead of relying on other advertising channels like print or TV ads.
Email marketing is scalable. You can send an email message to hundreds or even thousands of people with just a few clicks, which means you can reach more customers (and build relationships with them) with less effort than it would take to create ads for each medium.
Email marketing is easy to measure and track. Since you know exactly who opens your emails and clicks through them on their devices, it’s easier for you to understand who your target audience is—and how well they like what you’re sending them to keep buying from/reading from/listening to/watching/etcetera from you!
Email marketing is also a great way to build relationships with potential customers by providing helpful content through regular updates about new products or services available at discounted prices when purchased immediately during sales periods like Black Friday sales events.
Relevant content makes your emails stand out.
As you know, email is the most effective channel for customer relationship management. However, to make your emails stand out from all the other messages in your recipient’s inbox, you must create relevant content. Relevance means that your email content is relevant to at least one of the following:
- The recipient (the person who receives your message)
- The topic (the subject matter of your message)
- The brand (by which we mean the company or organization sending the message)
Effective promotional campaigns.
Email marketing is an effective way to promote your products and services and other marketing campaigns. You can use it to promote:
- Your blog posts
- your events
- your newsletters
- social media accounts.
Marketing emails can be targeted to customers based on their interests and preferences.
You can target your emails to customers based on their interests and preferences. This is called behavioral targeting. You can target people based on demographics, location, interests, and more. Or you can also target based on actions customers have taken, for example, if they’ve signed up for a newsletter or downloaded a white paper from you in the past.
Most email service providers will allow you to create segments of your customer base that share specific demographic or interest characteristics—like families with young children who live in the suburbs—and then make an automation rule that will send them customized ads (for instance, coupons) at different times throughout the year based on those characteristics.
Email marketing helps you keep up with the competition.
Email marketing is a great way to keep in touch with customers. It’s also a cost-effective way to reach your audience and stay up-to-date on what your competition is doing. Email marketing allows you to be the first to know about new products, services, or other news that may be relevant to your business. This can help you stay on top of industry trends so that you’re ready when it comes time for business expansion or a change in strategy!
Strategic email marketing helps improve customer loyalty and increase ROI.
Email marketing is an effective way of improving customer loyalty. It helps you build relationships with your customers by sending them regular updates, offers, and other helpful information they can use in their daily lives.
Email marketing can build trust with your customers and increase their loyalty to your brand or business. When they receive emails from you regularly, they are more likely to continue doing business with you, make repeat purchases, and recommend your company to others.
Email marketing is an environmentally friendly form of advertising.
Email marketing is a paperless way to communicate with customers. It’s also more cost-effective than print advertising and generates better results because it’s more personal. Email marketing is targeted, measurable, interactive, and more effective at generating sales leads than any other form of advertising.
Industry-leading email automation tools are easy to use and highly customizable for every brand’s needs.
Email automation tools are a great way to stay in touch with your customers regularly and are easy to use. You can automate your emails so they go out based on specific actions taken by recipients or on whatever date you choose. This will help you maintain consistent communication with them.
There are two main types of email automation tools:
- Essential email marketing service providers who offer some level of automation capabilities (like MailChimp)
- Full-service marketing software platforms that provide advanced A/B testing, personalization options, and more (like HubSpot)
Make emailing a good part of your digital strategy.
Email marketing is one of the most potent ways to reach your audience and get them to take action. It’s a great way to build trust with your customers and gain their loyalty.
Email marketing can also help you do all of this:
- Reach a large audience quickly, cheaply, and efficiently.
- Gain valuable insight into your customers and what they want from your brand.
- Engage with people in real time (and avoid missed opportunities).
We’ve just explored some of the most important benefits of email marketing for small businesses, but there are many more. Email marketing is still one of the most effective ways to reach your audience and increase brand awareness and revenue. The benefits of email marketing are numerous, and you will never die, no matter what they say. Email marketing will continue to be the best communication channel that a company can have.
The best thing about it? Email marketing can be customized to meet your specific needs and budget!