Why email marketing still works

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?

The simple answer is yes. Here are some of the top reasons why email marketing is vital for businesses of all sizes.

Reaching mobile customers

Email marketing 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. 52 percent of US mobile users access their emails from their phones, with 42 percent of retailers’ email messages opened by consumers on smartphones and 17 percent on tablets according to a recent study by Forrester Research

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, it has been reported that consumers often seek out email marketing campaigns from their favorite brands and local stores. Nielsen reported that 28 percent of US online shoppers subscribe to store or product emails in order to stay informed. A 2013 study by the Relevancy Group noted that marketers who add video to their email campaigns see an average rise in revenue of 40 percent. It is clear that there is real value in staying connected with customers and email marketing is the perfect way to do it.

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. 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%) and a quarter add shopping cart reminders (27.6%).  Email marketing can also be used with virtually any marketing tactic, so it should always form part of an 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 affordable 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. It’s easy to get started with email marketing when the initial price point is so low.

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