The Power of Email Marketing

Last updated January 21, 2021

You want your marketing dollars to generate qualified leads and engage current customers, but you also need that strategy to be cost-effective.  Email marketing is the answer! 

As digital marketing strategies continue to evolve, one question that continues to be asked is: “Is email marketing still important?”

In short, yes. In fact, email continues to be the best-performing marketing channel, delivering an average ROI of 4400% and it should be a priority for all businesses looking to build a stronger connection with their audience. 

Email Marketing Keeps You Top of Mind

Did you know that at least 91% of consumers check their email on a daily basis? And just in 2019, over 293.6 billion emails were exchanged on a daily basis. While email marketing wasn’t solely established to constantly market and spam consumers, it comes as no surprise that it helps business owners and their consumers stay constantly connected. Your engaging content and your brand voice should be where your target buyers spend their time. If you have their email addresses, you know they are checking their inbox regularly, so be there when they are and curate your emails to be sent out at the correct time.

Email Marketing for Lead Nurturing

On average, 50% of the leads in any system aren’t ready to buy. But how do you make the most of this information, instead of letting it intimidate and overwhelm you? Email marketing lead nurturing is one of the most important initiatives your company can undertake if it wants to reach more prospects with the right message at the best points in the sales cycle. Your customers want to get to know you before they commit to buying, but once they do, they’re willing to spend far more money. So, utilizing email marketing for your lead nurturing you’ll not only convert more leads, but you’ll also see bigger purchases when they do. And in order to make the most out of email marketing for lead nurturing, be sure you: 

• Qualify leads
• Break them into smaller segments
• Automate your delivery
• Personalize your content
• Deliver consistent customer journeys
• Provide a clear CTA

Whether you’re looking to reach out to more new people, find leads among current subscribers, or help current leads complete transactions, designing an eye-catching email marketing campaign is a great tool to use to reach all potential customers.

Effective Email Marketing Can Help Create Lasting Relationships

A brand with a strong email marketing strategy can become the local news anchor everyone is excited to see, meaning the stories you tell should matter to your audience. It is one of the key tools you can effectively use in your customer retention marketing endeavors. Unlike traditional marketing, it doesn’t concentrate on the product and selling it once or twice. Instead, email marketing nurtures lasting relationships that turn customers into loyal brand advocates. If you offer valuable, high-quality content, it will help you understand your audience and what they care about in order to maintain that relationship over time.

Email marketing is (relatively) Inexpensive

Apart from SEO, email marketing is one of the most inexpensive ways to advertise your business. It allows you to reach thousands of consumers with the click of a button, and you can instantly keep them up-to-date on the latest happenings (more importantly what Growth has going on). On top of that, automating your emails helps reduce the time commitment associated with email marketing such as scheduling, sending, database maintenance, and making these campaigns even more cost-effective. Even with the explosion of all sorts of new technology and social networks, marketers keep coming back to email. Together with the higher response rates that email marketing attracts, you, therefore, get more positive responses, more quickly and at a lower unit cost. It’s a win-win situation!

Email (almost) Uses Email on any Device

Almost everyone uses e-mail in the workplace but not everyone uses it effectively. A HubSpot survey states that 91% of consumers use email. That alone should be enough to convince you to explore the tool. Not only can you reach your audience with new products, solutions, and more, they can share and forward those emails to anyone they’d like. A good email marketing strategy is to encourage customers to share offers as much as possible to increase brand awareness.

And if you’re in the B2B world like ourselves, email marketing accounts as the most prominent form of communication for 73% of businesses.

The Takeaway

While social media marketing is perfect for updates, promotions, and general advertising, email marketing gives your business the ability to reach customers easier than ever. By following these steps, you’ll tap into one of your greatest resources, building brand loyalty and awareness and generating more revenue for your company.

Even if you are running a small business without a large marketing department, email marketing services give you another level of resources and support to draw on while being cost-effective. To learn more about how we can help you develop and implement a killer email marketing strategy, check out our homegrown resources. And if you still have a question? Give us a shout, and one of our experts will be happy to answer you.