From options ranging from paid advertising to LinkedIn marketing to SEO, email marketing proves to come out on top as the highest converting digital marketing channel. By the end of 2021, it is projected that U.S. digital marketers will spend over $350 million on email advertising alone! As the strongest way to deliver personalized messages, email marketing opens up opportunities to scope out and reach your target audience most directly.
Email marketing allows you to send highly effective types of emails including personalized messaging, single topic emails, newsletters, milestones and announcements, thank you notes, automated emails for lead nurturing, and more.
So why is email marketing the king of all digital marketing activity? Let’s go over the facts.
1. If you are targeting your ideal audience correctly, your messaging goes directly into their inbox. Through strategic user profiling, if you successfully diagnose and touch on your potential customers’ pain points, they are more likely to open your email, read it, and respond. As a business owner or digital marketer, the deliverability of your content and the number of actions taken by your leads will be much higher compared to other digital marketing channels. As the highest converting digital marketing method, marketers rely on email marketing as a way to share credible data and reach their target audience much more directly.
2. Research has shown that for every dollar spent on email marketing, you can expect a return on your investment (ROI) of $51, up from $39 in 2020.This is especially significant for B2B businesses. If you consider the customer acquisition value, email marketing leads to a much higher ROI than paid advertising or social media marketing. This is why the number of digital marketers investing in email marketing and the amount they invest into the channel have been steadily increasing.
3. As the easiest and most successful digital marketing method through which to personalize your messaging, personalized email marketing can increase your transaction rate 6x. Personalization can give you an ROI of $20 for every $1 invested. A whopping 70% of businesses don’t personalize their emails, so by doing so, you stand out from the crowd. Over 290 billion emails are sent every single day. And this number is projected to increase to 347 billion emails sent per day by 2024. Whether it’s a lead’s name mentioned in a subject line or a call to set up a meeting or reply with your lead’s thoughts at the end of the email, personalization creates authenticity―and people respond to authenticity.
4. Email marketing platforms can integrate into your CRM. Platforms such as Mailchimp and Constant Contact can connect directly to your CRM and filter your leads into the system. As a result, your sales team can easily monitor responses, nurture leads, and increase connectivity with your email recipients. This technology enablement allows for a seamless process so that you can spend more time crafting email campaigns and seeing your results pour in.
5. Email marketing keeps relevant news about your business in front of the leads and clients that matter to you. Whether you have a database of 100 or 10,000 contacts, it can be difficult to keep in touch with them all. Sending out a monthly newsletter with updates of your business and news about your industry allows your contacts to stay connected with your business and view you as an expert in your field.
Overtime, email marketing allows you to develop strong, authentic, long-term relationships with your current clients, potential customers, new leads, and other contacts. It is evident why it is the largest investment that digital marketers make today, and why it will continue to grow as a successful and effective channel of personalized communication to increase your ROI and build a community around your brand.
