Why Your Business Still Needs Email Marketing

Jennifer Doyle

Have your email marketing efforts fell short in favour of social media marketing recently? It’s time to jump back on the email marketing bandwagon! While it may not be one of the latest pillars of digital marketing, it’s still one of the greatest. Take a look at what email marketing can do:

email inbox

The Power of Personalization

Have you ever received an email with your first name in the subject line? Yes? That’s good, because it leads to higher click through rates, but personalization in email marketing goes way beyond the subject line.

With email marketing, you have the power to segment your customers into groups based on demographics, interests, and behaviours. This way, you won’t be sending out emails about mortgage financing to students, or an email about a sale that’s only valid in the United States to your customers in Canada. You can even customize emails for each customer based on their purchase history or items left in their cart! By strategically targeting your emails to the right groups of people, you can improve your results and conversion rates.

Cost-Effective Marketing

Email marketing is one of the cheapest and most effective marketing efforts for delivering messages to your customers. Gone are the days of paying for the costs to design, print, and display your messages to the world for billboards and bus stop ads (non-targeted!). And unlike social media marketing and PPC, you don’t have to pay for advertisements to get your message directly in front of your customers.

Unparalleled Reach

With so many web and mobile tools requiring an email address to register or even access the content or services, it’s no surprise that there are over 4.1 billion (and growing!) email accounts worldwide. Plus, let’s not forget that it’s 2015 – most of your grandparents likely use email too. The number of worldwide Facebook users? A mere 1.49 billion. This means that email marketing can not only reach anyone in the world, but it can also reach more people than any other platform.

Learn What Your Customers Want

Email is a great tool for learning what types of products, services or content your customers want or like. Which articles or blogs did your recipients click on? Did they click on the black dress or the blue dress? Did they even open your email? In a single campaign, you can learn a lot of valuable information about your customer base that could take months to evaluate on social media and other outlets. Utilize this data for future email marketing campaigns and even business decisions to help increase your conversions and ROI.

Drive Sales

Here comes the fun part – email marketing has the potential for a huge ROI. For every $1 spent on email marketing, the average return is $44.25.

Whether you’re an online retailer or you sell products or services in-store, email is one of the greatest tools (if not the greatest) for driving sales. In fact, 66% of online Americans have bought something as a result of receiving a marketing message via email. That’s more than 3 times that of Facebook (20%), and more than 4 times (16%) that of text. Email conversions are also 17% higher in value.

Remember, the ultimate goal for your business is sales. With correctly optimized and targeted email campaigns, driving sales to new levels is just a click away.

Are you interested in discussing email marketing opportunities for your business? Contact us today!

Jennifer Doyle

Jennifer is Spark’s resident Communications Manager, assisting in the creation of social strategies and marketing campaigns for all of those in need of a helping social hand.

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