10 Advantages of Email Marketing
Email Marketing is a super-effective tool, and its effectiveness continues to be demonstrated year after year. Although it may seem “the same old thing” at times, the truth is that we have more and more possibilities to create really effective email campaigns.
In addition, it is such a multifaceted too, that I think almost all brands can take advantage of it. Still not quite convinced? Don’t miss these 10 advantages of email marketing and discover everything it can bring to your company.
10 advantages of email marketing for brands
1) Reaches a large percentage of users
Did you know that 91% of users check their email every day (according to data from Litmus)? It is one of the most universally used tools, and we also access it from all devices.
To maximize the reach of your email marketing campaigns, it’s very important that you make sure you use responsive email templates, which adapt design elements to different screen sizes and formats. Luckily, nowadays most tools for creating bulk emails are responsive by default.
2) It is very easy to use for all types of businesses
Email marketing can be a cutting-edge and sophisticated tool, but it is also tremendously accessible.
In today’s market, there are plenty of email solutions to suit different needs and budgets. For example, SMEs can use free or low-cost email sending tools and design them with drag-and-drop tools, while multinationals have professionals specialized in design and programming to implement the latest developments in interaction. Whatever your brand, you can surely put an email strategy in place.
3) Targets a relevant audience
With the new GDPR rules, we need to have explicit consent from users to send them marketing messages. Far from being an obstacle, this gives us the peace of mind to target a high-value audience, since the users who make it up have heard about our brand and have agreed to receive messages from it. This pre-selection makes the impacts much better used.
4) It has great segmentation possibilities
Normally, email marketing campaigns are aimed at a database of users who have voluntarily left us their information, and this information serves as a basis for developing increasingly elaborate segmentation strategies. As we continue to send emails and the user interacts with them, we will get to know them better and better, and we will be able to refine them more and more.
The result of all this is that we will be able to send the right message to the right person at the right time. And this makes the effectiveness of the campaigns grow like foam.
5) Adapts to all types of campaigns
Email marketing is a channel that allows us to communicate with our database, but the specific content of that communication is infinitely customizable. In addition, new tools, such as kinetic mail, open up the range of possibilities even more.
Therefore, the email adapts to different brands, user typologies, and phases of the conversion funnel. The sky’s the limit!
6) It’s easy to measure
Today’s email marketing platforms, even the simplest ones, allow us to see the key metrics of our campaigns practically in real time, such as the open rate or click-through rate.
Thanks to this, it is very easy to see what is working and what is not, and apply these lessons both to future email campaigns and to other channels of our digital marketing.
In addition, this channel is one of the most appropriate to make A/B testing. Simply select a percentage of your database (usually between 5 and 20%) and split it into two to send two different versions of your email. You can then easily compare the results and send the most effective version to the rest of the users.
7) It’s inexpensive
The cost of sending an email is measured in fractions of a cent, especially the larger your database. If we compare it with other communication channels, we see that it is a very affordable option for companies of all sizes, especially if we take into account its great effectiveness.
8) It’s scalable
Email marketing can be adapted to a database of 500 people or 50,000 without involving an excessive investment of time and resources. What’s more, the cost per user is usually lower the larger the database.
In addition, it is a means of communication that transcends physical barriers, making it ideal for launching campaigns to international markets with just a few adaptations, such as currency and language.
9) It’s immediate
With other means of Online advertising, we cannot control when the user will receive an advertising impact. On the other hand, given the frequency with which users check their inbox, we can control very precisely the day and even the time when they are going to see this message.
If we combine this feature with all the personalization possibilities offered by email marketing, we quickly see that it is a very interesting option to reach people when they are most likely to convert.
10) Their ROI is simply phenomenal
In the end, all these advantages can be summed up in one, and that is that email is super effective. According to different sources, the ROI for every euro invested in email campaigns can reach 40 euros. This is not so surprising when you consider that it has a very low cost and high chances of conversion: according to SeeWhy, 62% of online purchases originate from an email.
In short, email marketing is a tool within the reach of all marketers and with simply spectacular results. If you have not yet incorporated it into your marketing strategy, Online Marketing, now is the time!
