- \n
- Email is the third most influential source of information for B2B audiences<\/strong>, behind only colleague recommendations and industry-specific thought leaders. So basically, it\u2019s only behind word-of-mouth.<\/li>\n
- Click-through rates (CTRs) are 47% higher for B2B email campaigns<\/strong>\u00a0than B2C email campaigns. Say whaaat!<\/li>\n
- Consumers who purchase products through email spend 138% more<\/strong>\u00a0than those that don\u2019t receive email offers.<\/li>\n
- 73% of millennials identify email<\/strong>\u00a0as their preferred means of business communication<\/strong>.\u00a0According to Pew Research Center<\/a>, there are about 71 million millennials. 73% of 71 million is over 51 million. That is\u00a0a lot<\/em>\u00a0of people who prefer email, and it doesn’t even account for other generations.<\/li>\n<\/ul>\n
Interested now?<\/p>\n
With so many digital\u00a0marketing channels available to the modern marketer, you might be thinking\u00a0\u201cis email marketing still a valuable part of my digital marketing strategy?\u201d<\/em><\/p>\n
![\"Don't](\"http:\/\/www.digitalstrike.com\/wp-content\/uploads\/2018\/04\/Email-Marketing-Batman-300x300.jpg\")
Listen to Batman!<\/figcaption><\/figure>\n Email marketing is still one of the best ways to reach and engage with your audience. That last sentence applies to all businesses big and small because the ROI is incredibly scalable relative to other mediums. So, small businesses can do email marketing as well \u2013 it\u2019s not just a big-budget project!
\n<\/strong><\/p>\nBut what is the actual Return-on-investment (ROI) for email marketing?<\/p>\n
It obviously depends on the business, what you\u2019re offering, how big your list is, and if you have good content to share. If you’re an eCommerce website, your customer-base might make react positively to transactional emails, meaning a great email blast could yield huge dividends.<\/p>\n
For a B2B company, however, your ROI might be more closely tied to broader lead nurturing goals as the customer journey is typically a bit longer. In these cases, you may be better off working on a content marketing campaign or simply building brand awareness.<\/p>\n
That being said,\u00a0according to an eMarketer study<\/a>, the median email marketing ROI is 122%.\u00a0
\n<\/strong><\/p>\nThat is not a typo.<\/p>\n
And<\/em>\u00a0that is four times higher\u00a0than any other digital\u00a0marketing channel<\/a>.<\/p>\n
BENEFITS OF EMAIL MARKETING<\/h2>\n
Even though email seems quaint compared to the sophisticated ways we interact on the internet nowadays, the number of email\u00a0users around the world is still growing.\u00a0At the end of 2019<\/a>, the number of email users worldwide reached 2.9 billion. That is over one-third of the planet\u2019s population.<\/p>\n
![\"Email](\"http:\/\/www.digitalstrike.com\/wp-content\/uploads\/2018\/04\/Email-Marketing-Infographic_Blog-01-791x1024.jpg\")
Email Marketing by the Numbers<\/figcaption><\/figure>\n So, email isn\u2019t going anywhere and here\u2019s why:<\/p>\n
Your customers check their email every day\u00a0<\/strong><\/h3>\n
How many times have you checked your email today? At least once, right? Maybe a few times if you\u2019re at work.<\/p>\n
It probably varies from generation to generation, but let\u2019s say that the average person is checking their email\u00a0at least<\/em>\u00a0twice a day. That means you can get in front of your audience\u2019s eyes on a regular basis.<\/p>\n
Additionally, if your contacts completed a traditional opt-in for your email newsletter, your email list will be excited to hear from you.<\/p>\n
![\"People](\"https:\/\/media0.giphy.com\/media\/1aejdvBiVkJsk\/giphy.gif\")
<\/a>#tbt Gif credit<\/a><\/figcaption><\/figure>\n Email marketing often leads to higher conversion rates than other online marketing tactics<\/h3>\n
By creating a well-written email that ends with a clear call-to-action, email marketers can encourage readers to take that next step in their buyer\u2019s journey \u2013 moving them ever closer to conversion.<\/p>\n
If a subscriber has already bought something from you, they\u2019re\u00a0more likely to be receptive to your emails<\/a>, and then more likely to convert again.<\/p>\n
What’s more, once they’ve become a repeat customer, you can use the information they’ve given you to increase your email’s personalization.<\/p>\n
Take an eCommerce email as an example. These are written with one goal in mind: get the user to make a buying decision.<\/p>\n
You can center your content around the topics that interest them the most based on your Google Analytics intel, CRM data, and other email marketing statistics. Oh, they visited three pages on your website looking browsing brown zip-up jackets, but never purchased one? Send an email that promotes your selection of brown jackets, and maybe throw in a set of your jeans that would complement those jackets very well.<\/p>\n
All these factors make marketing emails more effective to repeat customers.<\/p>\n
It\u2019s more cost-effective than traditional marketing tactics<\/h3>\n
It\u2019s inexpensive compared to direct mail and print media.<\/p>\n
With social media becoming more pay-to-play for businesses, it just isn\u2019t the best way to get in front of your audience. Email marketing only requires a small investment of time and resources to develop compelling content.<\/p>\n
According to one report from DBS Data<\/a>, you can expect an average return of $38 for every $1 you spend on email marketing. That\u2019s amazing!<\/p>\n
![\"I'ts](\"https:\/\/media3.giphy.com\/media\/72HahsJD4atSE\/giphy.gif\")
<\/a>Money money money Gif credit<\/a><\/figcaption><\/figure>\n You\u2019ll increase traffic to your website<\/h3>\n
One of the most significant marketing challenges is generating website traffic.<\/p>\n
There are a variety of digital marketing tactics that help you improve your traffic, like SEO and social media management, but ranking on Google takes a lot of time and resources to develop.<\/p>\n
SEO takes at least six months to a year<\/a>\u00a0to really get going, and social media requires daily upkeep if you want to stay relevant.<\/p>\n
Speaking of relevance, email marketing not only increases the click rates toward your landing pages, but it helps make sure that traffic is\u00a0relevant<\/em>. The people interacting with your emails are already in your marketing funnel, so they\u2019ve already shown interest in your company.<\/p>\n
The more high-quality leads going to your website, the more opportunities you have to influence more conversions.<\/p>\n
Keep in mind some contacts will unsubscribe from your emails, but know that this is very natural. If they aren’t interested in going to your website, then they shouldn’t be receiving your emails anyway.<\/p>\n
It\u2019s easy to track and measure<\/h3>\n
One of the best features of this tactic is how easily you can track email ROI.<\/p>\n
With the proper tools in place, you can see exactly how many people are opening, reading, and clicking on your email content. It\u2019s so easy to see whether the campaign was successful and see how much of an ROI these campaigns are offering your business almost instantly.<\/p>\n
This feature of email marketing makes setting realistic key performance indicators (KPIs) a breeze. Email open rates, click-through rates, and conversions are all easily trackable throughout these campaigns.<\/p>\n
Even if you don’t hit the marks you are aiming for, you can see exactly how far off you were and understand what you need to do differently next time.<\/p>\n
As you make adjustments to subject lines, messaging, and types of offers, you can continue to track success to see which strategies are bringing you the best results. You’re also measuring deliverability, so you know how many people even have access to the marketing materials you’re putting out.<\/p>\n
<\/p>\n
![\"Email](\"https:\/\/media.giphy.com\/media\/c5eqVJN7oNLTq\/giphy.gif\")
<\/a>Not that kind of measure. Gif credit<\/a><\/figcaption><\/figure>\n You can target your email marketing campaigns for better results.<\/h3>\n
List segmentation! Segment or separate your list into different groups with relevant characteristics or interests. Once you\u2019ve done this, you can deliver more targeted content to your readers.<\/p>\n
It\u2019ll increase the relevancy and value, which can encourage more conversions.<\/p>\n
For example, a bra company called ThirdLove makes a note of your bra size after you make a purchase and then sends you emails with bras of\u00a0just that size<\/em>.<\/p>\n
Customers are definitely more willing to open that email and convert because they know that everything offered is for them.<\/p>\n
Or if you\u2019re a larger retailer like Kohl\u2019s or Target, you can segment your list by gender, age, past purchases, etc., and target your list with content they might actually want to see.<\/p>\n
You aren\u2019t going to have a high\u00a0click-through-rate (CTR)<\/a>\u00a0if you\u2019re sending information about suits to someone who has only ever purchased dresses from you. Or if someone bought a book from your store, don\u2019t send them an email about shoes.<\/p>\n
You can automate a lot of the process<\/h3>\n
What separates email marketing from other marketing efforts is you can remain in constant contact with your customers while reducing the amount of work on your end.<\/p>\n
Now, while your email’s content is what drives the revenue, your ROI of email marketing grows even more by reducing costs. Setting up automated email campaigns accomplishes just that, freeing up time and resources for you to focus on other things.<\/p>\n
This a great step toward producing higher return-on-investment because once you put the work in, the system then does the work for you.<\/p>\n
Depending on your email marketing software, you can easily send email subscribers different types of emails based on a few factors. HubSpot, for instance, makes it easy to make emails and automatically send them to the right customers. They also allow you to use signup forms in your WordPress, which then integrate with your CRM. They also offer popups on your website plus other email marketing services. Mailchimp also offers automation services, but they aren’t as fully integrated with your website.<\/p>\n
In practice, you can immediately follow up to a new subscriber by setting up your marketing automation or autoresponder to send a welcome email. This is a great way to stay fresh and relevant in front of new customers as well as new subscribers.<\/p>\n
The possibilities are endless for the personalization you can automate into your email campaigns.<\/p>\n
Optimize content by testing it in emails<\/h3>\n
Maximize open rates and conversions by testing your content and figuring out which types of messaging and offerings work best for each audience. You\u2019ll really get to know what your audience loves and hates\u00a0by\u00a0A\/B testing<\/a>\u00a0on subject lines, content, emojis, size of images, what kind of images, CTAs \u2013 the list literally goes on and on. The A\/B split possibilities are endless.<\/p>\n
Email integrates easily into your other marketing channels<\/h3>\n
Take content from your emails that has performed well and develop several social media posts from it without having to start from scratch. You can also use email marketing to promote a social media contest. Once again, the possibilities are endless.<\/p>\n
THE TAKEAWAY<\/h2>\n
The benefits of email marketing definitely outweigh the drawbacks, but if you want to calculate your potential ROI before starting your email campaigns, you can! Check out this email marketing\u00a0ROI\u00a0calculator<\/a>.<\/p>\n
![\"Email](\"http:\/\/www.digitalstrike.com\/wp-content\/uploads\/2018\/04\/email-marketing-ROI-calculator.png\")
Imagine the possibilities.<\/figcaption><\/figure>\n Let\u2019s say per campaign, you send 1,000 emails. Only 40% are opened. Then only 20% clicked, and 20% converted. Your ROI is still 60% if you only spent $150 on the campaign.\u00a0Once you have content<\/a>\u00a0and an email template set up, making the actual email doesn\u2019t take a lot of time.<\/p>\n
Email marketing requires a lot of set up, but in the long term, it can pay off in droves.<\/p>\n
If you need help setting up your email marketing strategy,\u00a0give us a shout<\/a>! And while you\u2019re there, you can\u00a0subscribe to our monthly newsletter<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"
You want your marketing dollars to generate new leads and engage current customers, but you also need that strategy to be cost-effective. Email marketing is the answer. Don\u2019t believe me? Just check out these email marketing\u00a0stats that\u2019ll melt your face off\u00a0faster than Tool\u2019s\u00a0Lateralus\u00a0album: Email is the third most influential source of information for B2B audiences, […]<\/p>\n","protected":false},"author":1,"featured_media":1342,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[12,9,215],"tags":[87],"class_list":["post-1333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-strategy","category-content-marketing","category-email-marketing","tag-email-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts\/1333","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/comments?post=1333"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/posts\/1333\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/media\/1342"}],"wp:attachment":[{"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/media?parent=1333"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/categories?post=1333"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalstrike.com\/wp-json\/wp\/v2\/tags?post=1333"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Click-through rates (CTRs) are 47% higher for B2B email campaigns<\/strong>\u00a0than B2C email campaigns. Say whaaat!<\/li>\n