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The Important Benefits of Email Marketing

Updated 25 January 2021

When the Internet was new to people, everybody loved emails. However, after two decades of Nigerian royalty schemes, Spanish lottery scams, and mountains of unsolicited email spam, many people have turned on the email channel.

So, is it still worthwhile conducting email marketing campaigns after all these years? The simple answer is yes. Here are the most important benefits of email marketing and why it is still vital in 2021.

Reaching mobile customers

Email marketing advantages still really do exist in 2021. It has real value for business owners as it’s an easy way to reach consumers on mobile without investing in new technology or software. It is common knowledge that the use of the mobile has boomed since the start of this century.

Mobile is now responsible for over 50% of all email opens, particularly among younger generations. At the same time, mobile conversion rates have increased to as much as 70%, while there has been a slight decrease in desktop clicks.

This now means that nearly three out of five emails marketing messages double as a mobile marketing message. Email is a much better channel for mobile marketing than SMS because:

  • It works on all mobile devices, not just phones.
  • Emails are free for consumers, while a text will incur a charge.
  • You can fit a lot more on an email, allowing for better marketing pieces.

Keeping customers informed

Email marketing is very effective at helping business owners and consumers stay connected. In fact, consumers often seek out email marketing campaigns from their favorite brands.

According to a report by Campaign Monitor, adding video to emails can increase open rates by 19% and click rates by 65% while reducing unsubscribe rates by 26%.

It is clear that there is real value in staying connected with customers. That is where the importance of email marketing comes into play.

It’s easy to customize and integrate into other marketing tactics

Depending on the depth of the email database and the skill of the marketer, email marketing messages can range from being simple to very complex. A small study of 139 marketers from Retention Science found that websites use several kinds of personalization tactics that can easily be applied to email.

Let’s take a quick look at the use of email marketing in the United States:

  • Nearly half of US online retailers use personalized product recommendations (44.9%).
  • A third add the customer’s name and/or add a unique message (31.5%).
  • A quarter add shopping cart reminders (27.6%).

The benefits of email marketing can also be used with virtually any marketing tactic. That is why it should always form part of any integrated marketing campaign.

It’s inexpensive

The main USP of email marketing is that it’s easy, effective and does not cost a lot to implement. Business owners can reach thousands of consumers at a cost of pennies per contact. This makes it much more cost-effective than using other avenues such as TV, radio or direct mail, which makes all the difference for a small business.

Email may be an old tactic, but it is still very relevant in 2021. It’s easy to get started with email marketing when the initial price point is so low. It remains an important marketing channel and should always form part of any promotional strategy.

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