WHY YOU SHOULD BE DOING EMAIL MARKETING

Between gaining a new Facebook fan or gaining a new email subscriber, which would you choose? The right answer is always going to be the subscriber. 

About 90% of all marketing emails get delivered, while only about 2% of your Facebook followers actually see your Facebook post on their news feed. This means that your message is approximately 45x more likely to be seen in an email than on Facebook.

There’s a reason email marketing has endured this long: it works. While brand awareness and other KPIs are nice, at the end of the day, it’s conversions that keep the world spinning. 

The average click-through rate is around 3% for an email. While at first glance, that sounds pretty abysmal, it’s a huge leap compared to the average click-through rate of a tweet, which sits at around 0.5%. So, after crunching the numbers, this means you’re more likely to garner conversion from an email than a tweet.

Here’s a stat for you: for every $1 spent on an email marketing campaign, the average business can expect to make $42 – that is a 4,200% ROI. So, yes, email marketing is cost-effective. But that’s only one piece of the puzzle. 

What really makes email marketing so effective is its ability to personalize messaging for specific audiences you’re trying to target. Email marketers can send specific messages to subsets of their email lists that would be most relevant to them, i.e. sending a promotional email about swimsuits to female audiences in the spring and summer. 

Think about the headspace someone is in while checking their email vs scrolling through their newsfeed. People are communicating personally with friends and family they care about on social networks. They’re there to see photos and updates from loved ones close to them; they’re not necessarily in the mood to be sold a pair of sunglasses or whatever your product may be.  

Alternatively, email is a much more professional platform. When someone is checking their email inbox, they’re already expecting to be fed information, be it about a product, service, or party e-vites. In fact, email is the one place where a majority of customers actually want to receive promotional content. 91% of Americans actually want to receive promo emails. Then, it just becomes a matter of how often to send those emails. Finding the right cadence can be a bit of trial and error. It might not be necessary to pump out three emails a day and flood people’s inboxes. Even something as simple as a monthly newsletter-style email can be effective.