When it comes to marketing a product or service, every marketer must first choose the means to spread their marketing message. The problem, however, is that nowadays, an average marketer has so many options to choose from that picking one might feel like an enormous task. There’s SMM (Social Media Marketing), SEO, PPC, Video ads, display ads, and much more!
Among all these, email marketing stands out for being one of the more reliable and consistent forms of communication that generates solid ROI. The best part is that, unlike other forms of marketing, having a solid email database means having access to potential clients forever.
Marketing through other channels like Facebook, YouTube, SEO, and PPC means they OWN your data. Whereas utilizing email marketing means YOU own the data and are free to do as you please. But that’s only the tip of the iceberg. In this guide, we’ll explain why YOU should prioritize email marketing.
How emails triumph over other forms of marketing
- Emails have greater reach
Social media has a huge follower base, so it might be tempting to think it is the best way to market your products and services. But think about this– practically everyone needs an email to sign up for everything online, including social media. So, the potential reach is significantly higher than any of the social media platforms because you can even target people who are NOT on social media but use email in their day-to-day activities.
You might not know this, but a lot of people are quitting social media these days due to data breaches, privacy concerns, and most importantly, over issues related to their mental hygiene. So, it makes sense for you to invest in an email marketing strategy considering this population segment.
- Control the list to control the outcome
As we mentioned before, investing in Facebook or Google ads might seem like a smart move at first, but success is far from guaranteed. Neither traffic nor sales are guaranteed because the algorithm plays a massive role (often to your own detriment) in determining visibility and rankings.
Email marketing is a better option because you have total control over your audience—you own your mailing list! If you’re ever unhappy or dissatisfied with your email provider or their change in policies, you can just take your list and move elsewhere. This gives you complete authority over how you reach your audience.
For the best experience with having a clean email list, check out the tool from emailvalidation.io.
- Gives you the highest ROI among all other forms of marketing
According to research by the Direct Marketing Association, the ROI for email marketing is staggering! For every $1 spent, an email campaign has the potential to generate $38. This is far more than what you get by investing in search, display, and social media marketing. And the reason you get such a high ROI is due to the fact that emails let you build customer relationships directly and consistently.
Having access to your customer’s email is like having access to their phone number. You get to choose what kind of first impression to make. While it’s true that every channel has its benefits, the one underrated benefit of emails is that you can control the speed of your campaign—from the follow-ups to the conversion-oriented emails.
- Let you into the nitty-gritty of the data
Email marketing provides valuable insights into customer responses through easily tracked metrics like CTR, conversions, open rates, bounce rates, subscriptions and unsubscribes, etc. These metrics help you quickly analyze what’s working and what’s not so that you may correct it as needed. You can use A/B testing to improve your campaigns because it allows you to:
- Identify common reasons that boost open and click-through rates
- Determine which clicks lead to conversions and generate revenue
- Understand your target market’s expectations and create segmented lists
- Save time and money by implementing changes based on verifiable data
Another point to remember is that you should always make sure that your email database is cleaned so that the emails reach your intended audience. You can read this article to learn how to include an email validator in your marketing stack.
- Scale quickly with automation software
Email automation makes reaching your target audience easier and more efficient by sending tailored messages without needing to do everything manually. It auto-tracks analytics, making it easier to evaluate the effectiveness of email campaigns. With automation, you can even integrate website analytics with your email marketing platform for super-precise targeting.
And personalize the campaigns based on user preferences, behaviors, and past purchases. A hands-off approach with automation software is a game-changer for marketers looking to scale fast.
- Easier to learn than other marketing methods
Unlike paid marketing– whether it’s Facebook ads, PPC, video ads, etc.- Email marketing is easier to grasp for the average marketer. One can take a course on Udemy or Skillshare to learn about the basics of email marketing and immediately get their first campaign up and running.
One of the biggest benefits of email marketing over others is that a failed campaign still costs less money than a failed Facebook or Google ad campaign. For that reason, marketers have a greater runway for experimentation. And when it comes to marketing, experimentation is everything!
- Establish brand credibility
Your brand is more than your logo, fonts, and color schemes. Think of it as a living, breathing entity that has to be cared for in order for it to be effective. The best way to do that is by showing up consistently and speaking the language your target audience speaks. Email campaigns can deliver precisely what you’re looking for because nothing gives you more accessible, 1-on-1 access to your audience than emails.
You can then nurture and guide your audience through different stages of their buyer’s journey to eventually becoming customers.
Honestly, there are more reasons as to why you should prioritize emails, but for the sake of keeping this guide short, we’re ending with 7 points. If you haven’t done email marketing before as a digital marketer, this is your sign to go all in!
