In recent years, many online businesses and digital marketers have embraced social media platforms such as Facebook, LinkedIn, TikTok, and Instagram to make connections. In many cases, these businesses have largely abandoned traditional forms of digital communication, such as email marketing. However, this move away is short-sighted.
Why is email marketing important in 2022? Currently, there are an estimated 4.25 billion email users worldwide. By 2025, this number is expected to swell to more than 4.6 billion. Below, we break down the key reasons why it should be at the heart of your marketing efforts in 2022 and beyond.
1. It’s a Relatively Inexpensive Marketing Approach
If you’re looking for a cost-effective marketing approach, email is the obvious choice. For starters, you won’t need to plow significant capital into advertising space or print materials. Generally speaking, the only investment involved in creating a killer email campaign is sourcing engaging copy and unique imagery.
With mobile devices accounting for more than 54 percent of all web traffic, email marketing is a sensible bet. Unlike other marketing messages, emails are easily accessible across a full range of device types. People tend to check their emails many times a day.
2. It Delivers a High ROI
Compared to other forms of marketing, email marketing delivers an exceptionally high return on investment. On average, for every dollar you spend on marketing campaigns, you can expect a return on investment of more than 40 dollars.
Furthermore, email stands as a conversion-rich marketing technique. In 2022, the typical conversion rate stands at approximately 18 percent. Although these statistics are reassuring, it makes sense to carefully monitor your marketing campaigns. Be meticulous when it comes to checking engagements, bounce rates, and click-through rates.
3. Emails Can Be Customized to the Individual
Email provides an effective tool for those looking to deliver tailored marketing messages to an individual. With very little effort and expense, marketers can create bespoke messaging that responds to customer behavior and buying patterns.
Of course, you’ll need to invest elsewhere to be able to deliver these personalized messages to your audience. Make sure you have a robust data tracking plan in place for gleaning insights into your consumers. For eCommerce, this is relatively straightforward. Identify which product categories your consumers are buying or browsing, and tailor emails to spotlight this corner of your catalog.
4. Email Marketing is Easily Integrated with Other Channel
If your business has an active social media presence, your marketing efforts can be tied together seamlessly with these platforms for maximum impact.
One of the easiest ways to tie your social media channels to your campaigns is to include an icon link in the body of an email itself. You can include these as part of an email signature, or include a direct call to action to encourage readers to follow you on your social channels. You can even include an incentive to sweeten the deal.
If you’re particularly proud of the content you’re putting out on your Twitter page or Instagram channel, use email marketing to draw attention to it. Social media and email marketing are two of the best tools in your arsenal when it comes to cultivating an audience and building a brand. Together, they’re an unstoppable force when it comes to customer engagement.
5. Why is Email Marketing Important: Customer Connections Made Easy
A strong marketing campaign is a very effective way to draw attention to your brand. However, building brand awareness alone isn’t enough. Thankfully, it can be used to send more in-depth messaging to new and existing customers.
This provides you with the perfect platform for introducing an audience to your brand identity and unique philosophies. In other words, it allows you to establish what sets you apart from the competition and why customers should choose you above all others.
A consistent delivery schedule can also help foster brand loyalty. A long-term email campaign will build anticipation and generate a real appetite for content.
6. Email Marketing Can Stir Your Audience into Action
Why is it important? A strong campaign loaded with calls to action is more likely to lead to conversions. Looking to promote a new product line? Rather than simply introducing your products, make sure you’ve included a “Buy Now” link within the email itself.
To bolster the chance of your audience taking the desired action, make sure you’re providing plenty of incentives. Consider offering email readers a discount if they complete a purchase within 24 hours. Alternatively, include a discount code within the email body that can be used at your online checkout page.
You’ll also need to think about visuals. If your call-to-action messages aren’t particularly visible, they’re not going to engage with your readers. Consider color carefully to spotlight your CTAs. Monochromatic email marketing can work, but you’ll need to integrate contrast to make those calls to action shine.
When including CTA buttons within your emails, make sure they’re linked to relevant landing pages on your website. If you’re looking to drive sales of a new product, there’s no point in linking to your homepage. To increase the odds of a customer completing a purchase, they’ll need to land directly on the page they’re expecting.
It makes sense to experiment with CTAs. As such, you’ll want to consider split testing. The main metrics you’ll want to target here are click-through rates and conversions. However, these aren’t the only marketing metrics you’ll want to focus on.
7. Use Email Marketing to Increase Brand Awareness
If your brand is still in its infancy, email marketing can be an effective method of boosting brand awareness. Why is email marketing important for brand awareness? For starters, it’s first-hand information that you’re in charge of creating and curating.
With email marketing, you can establish your brand values and introduce your mission statement alongside unveiling products and services. The more understanding a customer has about your brand, the more likely they are to continue to buy from you. Furthermore, increased brand awareness is likely to lead to word-of-mouth referrals.
It doesn’t take much to enhance brand awareness with email marketing. To cement brand association, make sure every brand logo and company name are visible. Your brand’s tone of voice should also remain consistent throughout all your marketing efforts.
Finally, invest effort in making your marketing emails unique. Repurposed content and middle-of-the-road messaging stick out like a sore thumb. If you want your audience to connect with your brand, make sure it stands apart from the competition. Embracing Email Marketing in 2022 and Beyond
Despite what some people might tell you, email marketing has never been more important. This effective marketing technique is not only affordable but also delivers a high return on investment. Furthermore, it’s easy to tailor email marketing messages to individual readers and specific demographics.
Why is this important for social media campaigns? Email marketing can be used to spotlight the success of established social media channels with relatively little effort. Ensure you’re actively linking to your Instagram, Facebook, or Twitter. Let your email readers know what they’re missing by including snapshot summaries of standout content and watch your subscriber numbers soar.
Finally, email marketing is a tried and tested way of connecting with customers and building brand awareness among your audience. If properly utilized, email is likely to remain a staple part of your marketing strategy for years to come.