Why Email Marketing? | Key Benefits

While some marketing trends come & go, email remains the most powerful channel available to the marketers. This is because it can deliver what others can’t; here are some advantages you can achieve through email marketing

Email has larger reach

The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion by 2017, according to Radicati. Email is the currency of the web, and almost everyone has an active email address these days. So when it comes to connecting with your prospects and customers, there’s no channel with a wider reach than email.

Email delivers your message

Email is the proven marketing channel to ensure your audience gets your message. When your email is going to someone’s inbox they are definitely going to notice while post & tweets etc. can get ignored in many cases.

Email drives conversions

When it comes to conversions, there isn’t a more powerful channel than email. The reason lies in the fact that the average click-through rate of an email campaign is around 3% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%. This is why email marketing trumps all other communication channels for business.

Email delivers the highest ROI

Even with the explosion of new technology, marketers keep coming back to email. The reason is clear–for ten years in a row, email is the channel generating the highest ROI for marketers. For every $1 spent, email marketing generates $38 in ROI and gives marketers the broadest reach of all the channels available to them.

Email is an open platform

Unlike other social media platforms email isn’t owned or controlled by any one particular entity. It’s an open communication platform and there are a multitude of services that provide access to send and receive email.

Preferred communication channel

For many, social networks are a very personal form of communication used to keep up to date with friends & family. When people log in to their social media accounts, they are there to see photos and updates from people they know and care about.

Email on the contrary, is a much more professional medium and people expect to receive information about products and services through that channel.

In fact, studies show 72% people prefer to receive promotional content through email, compared to 17% who prefer social media.

Evergreen technology

Imagine the disastrous results of investing significant amount of time and money building an audience on a platform that becomes outdated just after a year or two.My Space is an example of once hot now not social platform. It was the largest social networking site in the world between 2005 and 2008, and in June 2006 surpassed Google as the most visited website in the United States. Yet where is MySpace now? All those users ultemately moved on to other social networks, and the site is now ranked 3,178 by total Web traffic, and 1,650 In the United States.

Email on the contrary has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently since.

Last year the DMA reported, 72% of marketers feel email is great for developing loyal and active customers; and activity and lifecycle-based triggers produce 22% of total email marketing revenue.

Building your email list, unlike building a social media following, is a stable long-term investment that will pay off for many years to come.