Email marketing is any email that you send to your customers (prospective or otherwise) from your brand. In each and every interaction your customer has with you lies an opportunity for you to market to them.
When it’s done wrong, email marketing sees brands bombard their prospective customers with a never-ending sales pitch. It’s annoying, and it’s the quickest way to lose your subscribers.
But when it’s done right, every time a customer receives an email from you, your messaging should leave a positive impression of your brand, helping them solve a problem, showing them something good, or aligning you with something good in their minds.
Does anyone care about email anymore?
You might be surprised! Take a look at some of the stats:
- The number of worldwide email users clocks in at 2.6 billion and counting – by 2020 it may well have topped 3 billion.
- 24% of UK companies spend £50,000 or more a year on email marketing.
- Email marketing was the most searched-for keyword by B2B companies at the end of 2016.
- 18% of businesses see an ROI of more than £70 for every £1 spent in email marketing campaigns.
- Average ROI for email campaigns is £38 for every £1 spent, and is growing year-on-year.
- Email is 40% more effective at acquiring new customers than social media.
- People spend 138% more on products when they receive an email offer compared to when they don’t.
Benefits of email marketing
Here’s why email marketing still matters, and why it works:
You get to create a list of people who want to hear from you.
Subscribers don’t opt-in to your email list unless they want to continue their relationship with your brand. They’re genuinely looking forward to hearing from you!
You get to own that list.
Having a list on Facebook doesn’t count—you don’t own your list of followers, you’re renting it. And you could lose it all without a moment’s notice if Facebook decided to close your account.
You get immediate access to your subscribers on your time schedule.
You don’t need to cross your fingers and hope that your customers will remember you and, maybe one day visit your business or website. You’re only an email away.
You get to nurture subscribers into customers.
Most people won’t make a purchase the first time they visit your website, and that’s okay. The good news is, they joined your list, and now you have an opportunity to lead them through a hopefully irresistible marketing funnel.
You get to nurture customers into advocates.
So, you’ve made a sale, and that’s great! But now’s not the time to reflect on a job well done. You’ve got to turn those first-time customers into fans of your brand. You’ve got to turn them into customers who purchase from you time and again and then tell their friends. By keeping in touch through email, you can keep that connection going.