We all have heard that Email Marketing will soon be a thing of the past. Today, we are in 2022, and email marketing is still an unskippable part of any marketing campaign, a medium that simply cannot be ignored.
It has made a grand comeback. But do emails matter? Aren’t they just deleted without even being read?
Well, here are some interesting stats to debunk that notion:
As per Hubspot’s 2022 marketing stats:
- 1.4 billion people use emails daily across the globe, and this number is expected to grow to 4.6 billion by 2027.
- 2.4 out of 5 marketers use email marketing as an organic way to reach their customers.
- 3.78% of marketers have witnessed an increase in email engagement in 2021.
Brands are now working on not just planning email marketing campaigns but integrating technology in a bigger way to ensure a more targeted approach to their email marketing campaigns.
Interestingly, data shows that companies are sending 27% more emails than in pre-COVID days, which says a lot about the potential of this tool.
Data is the new oil. As clichéd as this line might be, it is the current reality.
The importance of data has gone up by multi-folds in the past few years. And, brands today have diverted their efforts and marketing budgets to obtain this crucial detail through various methods.
Email marketing provides this valuable information to the brands in various forms, which helps them gain insights into their customer base. Brands can use this unique opportunity to tweak their communication, thus making their content relevant to their audience.
Let’s take a deeper dive into why Email Marketing is not only far away from being irrelevant but also is still a must-have marketing tool for brands across the world.
Here are the top 5 reasons why Email Marketing is still crucial:
1. Targeted and personalised content
Like social media, targeted and customised marketing delivers better conversion results as the messages are more personalised to the end reader.
When mails are more personalised and relevant to the reader, it results in a lower bounce rate and a higher click-through rate.
Addressing the customers with their names in the subject lines instead of sending generic emails surely helps build a connection with the customer that further helps customer retention.
As per Campaign Monitor, personalised emails are opened 26% more than generically addressed emails. This also prevents the emails from getting spammed.
However, is that enough? In this super-competitive world, just getting the name isn’t enough to build a bridge between the brand and the customer.
More and more brands and even content creators are using Artificial Intelligence (AI) and Data Science to ensure that the right emails with the right content reach the right audience. Artificial intelligence and data science also help brands customise offers for their future and existing clientele.
For example, on TagMango, Creators offering online workshops and courses simply send their promotional offers and course details to the client’s (subscriber’s) inbox.
2. Optimised time and budget
This is especially important and relevant for small businesses and startups where marketing budgets are often low.
Email marketing is undoubtedly a tool that is more economical and effective. Many softwares offers easy-to-use mailer templates that brands or content creators can customise as their message, content, and brand guidelines.
For startup ventures with a small database, email marketing makes more sense as several email marketing providers offer free mailing services under their free plans.
3. Higher Return on Investment (ROI)
Email marketing undeniably enjoys the highest conversion rate compared to most measurable marketing tools. This makes it the most effective marketing tool that will help gain more Return On Investment (ROI) for companies.
Small businesses are especially resorting to email marketing as it proves to be a great tool economically, and the click-through rates are better than that of social media ads. Customisation and personalisation play a significant role in making email marketing more effective and ensuring that it produces the most conversions.
4. Better Engagement
Emails offer a way better engagement. As per a recent study, on average, emails were opened at 16.97%, and a had a 10.29% click-through rate.
Here is another example relating to small businesses. Suppose a business has a database of 2000 email subscribers, 2000 Facebook fans, and the same amount of followers on Twitter. In that case, 435 people will open the email, 120 fans will view your message on Facebook, and just 40 Twitter followers will view your message. This provides a clear picture of how effective email marketing is as compared to social media.
5. Easy to measure
Email marketing is one of the easiest-to-measure marketing tools. Through the number of reports that can be generated, marketers can understand how many people:
- received the email successfully
- opened the email
- clicked further on the promotional links
- unsubscribed from the brand from their list.
Not just this, content creators can even get insights into the devices their current or prospective customers are using to design and develop more appealing and effective marketing campaigns. Brands can even determine the geographic locations from which their customers are looking at the promotional content, which can help them fine-tune their social media targeted ads.
Image Source: Smart Insights
These are just a few reasons email marketing is a must for every content creator. The biggest plus of email marketing, you ask? Lots of scopes to experiment, analyse and learn as you go. Email marketing is a great tool to start your marketing journey as a creator.It doesn’t hurt your budget a lot, even if you go wrong initially. Creating professional-looking campaigns without hiring advertising agencies using various email marketing tools is very easy. So, stop hesitating and begin your content marketing journey today!
On TagMango, Creators can personalise auto-generated emails they send out to their subscribers once a Mango or a course is purchased. With our Marketing section (live on the Creator Dashboard), a creator can launch various Email campaigns, offer discounts through coupon codes and manage the generated leads.
Edited by Rachna Srivastava