Email marketing is one of the oldest forms of digital marketing.
Even when the world is spending half of their lives on social media, email marketing still boasts itself as one of the most relevant forms of promotion, especially remarketing.
Now, we are aware of the fact that in the past few years, email marketing saw a considerable amount of drop. In fact, between 2008-2012, as McKinsey’s iConsumer survey reported there was a 20% drop in email usage.
However, the numbers have changed with a recent resurge in email marketing. Now why email marketing is making a comeback?
Apart from being a tried & tested method, there are a number of reasons why email marketing has made a comeback recently.
Personalization
Email marketing is a great way to connect with your audience personally. You can engage with the customers one-on-one.
Many brands use various tricks to make the mails look more personal. For example, using the customer’s name rather than just putting “Dear Customer” on it.
Cost-effective
Whereas on one hand, you need to spend quite a lot in other forms of online marketing like Google Ads, Pay-per-click ads, Display Ads & so on, email marketing can be cost-effective. And on top of that, you can target your audience directly.
Emails & Mobiles
If you are a marketer you have probably noticed that an increasing percentage of your audience uses a mobile device to interact with your brand.
Email marketing pairs seamlessly with mobile, as it enables businesses to get subscribers’ attention almost instantly.
Keeping the customers informed
Email is far more detailed than a social media post.
As a marketer are dealing with audiences whose attention spans seem to get shorter every day. Email marketing comes in handy to inform the buyers regarding offers, discount coupons, promo codes, sales, etc.
ROI is easier to measure
Social media has some drawback to measure ROI for a brand.
Email marketing, compared to social media targets a specific audience which gives a better track record of ROI.
Through email, you can track buyers as they experience your campaigns, from clickthroughs to conversions, you can see how buyers react to each part of the content delivered. You can have a record of your buyer’s journey.
Returning to the longer form of content
Email marketing can be done through long, curated mails, the kind of content which can be taken seriously. People pay attention as long as they need to when they’re engaged.
Due to its current resurrection, B2B marketers are increasing their budget every year. Not surprising as email marketing is providing excellent results. A survey by GetResponse that analyzed four billion emails sent in 126 countries across 19 industries by marketers with at least 1,000 contacts.
A report by the American Marketing Association says that welcome emails have an average open rate of 84.22 and a click-through rate of 25.91.
From an industry perspective, the food industry has a huge email marketing campaign results. For a restaurant, the average open is 37.40 % while in the travel industry it’s 22.79%.
NICHE INTERESTED GROUPS
With the rise in technology, email marketing is becoming more & more intelligent.
Whereas previous years have seen segmentation by gender and location, going forward, marketers will have the ability to break down their segments even further, into segments of one.
A good email marketing with proper information, engaging content can earn a niche group of audience.
People like lawyers, businessmen, IT companies can be a target for email marketers. Even young professionals can be targeted through email remarketing as they spend a lot of time on their mobile phones.
FEW PREDICTIONS
Authentic Communication
When your emails are more personal & authentic, you earn a loyal fan base.
Check out this email from Fitbit thanking their customers to celebrate their 10th year Anniversary!
Your subscribers want to connect with your brand and the people who run your company. Incorporate storytelling in your marketing and increase the visibility of your company’s human side to appeal to even more of your subscribers and ultimately convert them into paying customers.
Optimizing emails for mobile
We have already seen a huge rise among the marketers who want to optimize their emails for smart phones.
Optimizing email marketing for mobile means crafting your entire customer journey for mobile users will be important in 2020.
Artificial Intelligence
This one is a no brainer!
AI is & will further benefit email marketing. Usage of AI will help companies understand their demography better, channelizing their marketing towards their target audience.
Email Subscription Chatbox
An email subscription chatbox can ask new subscribers what type of content they’d like to receive from you and how often, allowing them to basically self-segment. In this way, the audience will be encouraged to find more about the company, stay updated.
Want to invest in email marketing for your company? Contact Skyram Technologies for email marketing, curated especially for you. Connect with us here.
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