Email marketing is one of the most widely-used marketing channels out there.
Unlike social media platforms and other forms of technology, the core concept of email has been relatively unchanged over the years.
However, with customer behaviours, markets, and trends changing all the time, the way that marketers use email is regularly evolving.
In this article, we’ve covered why email marketing is still one of the most powerful marketing channels in 2022.
Low Cost, High Reward.
One of the reasons that email marketing is so powerful, is that it doesn’t require a huge budget to get started.
While other channels like paid search or social ads need quite a sizeable budget to get going, you can launch your email marketing strategy with just an email marketing software subscription and a list of people to email (which you can even build yourself!).
But just because it doesn’t require a huge investment, doesn’t mean it won’t produce huge results.
Email marketing generates better results than most marketing channels, and here are the stats to prove it:
But email marketing excels at more than giving an impressive ROI and high conversion rates; when done right, it can provide a memorable experience with your brand, which brings us on to our next point.
Email marketing is a great way to build your brand awareness.
Whether you’re sending out promotional offers, general introductory emails, or newsletters with serious value-adding content, you can use all of them to build awareness of who you are, what you do, and why your audience should engage and interact with you.
This is why 69% of marketers used email marketing to build brand awareness in 2020, up from 64% in 2019.
Audience Engagement & Retention
If you’re building brand awareness and audiences through other channels, email marketing is great for engaging with those audiences and building their interest in your brand.
On LinkedIn, especially at the moment, we’re seeing many marketers building their personal brands and leveraging those personal brands to build their newsletter mailing lists.
By creating email content that provides serious value to their audience and showcasing their personal brand that attracted their audience in the first place, these marketers are keeping their audience engaged and nurturing their interest in opportunities for their businesses!
So it’s not just businesses that can benefit from email marketing, sole entrepreneurs that are building their personal brand can use email to their advantage too!
Aside from regularly nurturing your audience through newsletters and other forms of content, the ability to set up automated emails that also nurture your prospects towards conversion is invaluable.
You can automate so many aspects of your lead nurturing process, whether it’s just engagement and connection building, or product and sale info updates.
Welcome Emails – for when someone joins your mailing list, creates an account or subscribes to your online service
Birthday Messages – Just a little birthday message that helps to build an emotional connection with your audience (maybe with a little discount too)
Sale Notifications Emails – Notifying your existing customers of products on sale that they would be interested in (Think of Steam’s ‘An item from your wishlist in on sale!’ emails).
Abandoned Cart Notifications – If your customers were about to place an order, but got caught up with other things, you can give them a gentle ‘Still thinking of buying XYZ?’ reminder to maximise your conversions.
These are just a few of the main examples, but there’s so much you can do with email automation to keep your audience engaged and increase your number of conversions.
Integration with Other Channels
When you combine email marketing with other channels, for example, social media, paid ads, or offline channels like telemarketing, it can be a match made in heaven!
By integrating your social media and email marketing, you can funnel engaged members of your audience on LinkedIn for example, through to your newsletter so you can continue to nurture them. Or, if you have built an engaged audience through email marketing but want to grow your following on social media, you can encourage them to follow you on LinkedIn to see more content from you.
With paid ads, you can advertise on social media or search engines, to promote and grow your email mailing list. On the other side, when you launch new products you can use email marketing to announce the new arrivals, and then use paid search and paid social ads to promote and capture leads.
Telemarketing and email marketing together are like bread and butter! If you wanted to warm up your data before hitting the phone, sending an email campaign can do just that by giving you a foot in the door and a place to start the conversation. Email follow-ups, calendar invitations to meetings, and sending across proof point content like brochures, whitepapers, and case studies are all ways of using email marketing to uplift and supercharge your telemarketing campaigns!
To Wrap Up...
So, email is an absolute powerhouse in the marketing scene!
With a lot of different applications, you can use it to fuel the promotion of your products and services, engage and build your audience, and gather customer feedback and insights.
All in all, if you’re not using email marketing in your current strategy, why the hell not?!
If you need any help with your email marketing, whether it's for lead generation, customer service, content distribution, or automating processes, click here to learn more about our Email Marketing service.