With all the new marketing tactics and technologies at our fingertips, email marketing remains the most effective. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Email is also winning in promotional content, where according to Marketing Sherpa, 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. Email is no longer about sending email, it’s about sending smart content at the right time.
So what makes email marketing a more targeted path to reaching potential customers?
Email is a one-to-one, personal channel. Unlike an advertisement that is served to many (one-size fits all approach), email is served directly to you. With email marketing, you have control over who sees your email through the use of segmentation. This can be based on a number of factors such as demographics, location, lead status or any other data you have in your CRM. Using targeted messaging suited specific to an individual ensures that your audience receives content that is relevant. And, email marketing makes it easy to customize a message for each customer, leading to a higher conversion rate.
Puts the consumer first
Since email is a one-to-one channel, it has the ability to put the customer first. Many companies make the mistake of talking about themselves, what they offer, features of the product and less focused on the customer. Since email can let you tailor your messaging, using content that resonates with the individual receiving the email will make all the difference.
For instance, REI sent out an email that said “Now booking: your European escape. Make this the year you discover Europe”. REI prioritized the customer with tailored content that met the customer where they were. Instead, they could’ve said, “Check out our European adventures. We offer great prices.” As you can see, the latter doesn’t have the same effect and is aimed to speak about the company rather than the customer.
There when your consumers are ready
Social media has become more advanced in the visibility of posts being less dependent on time yet many posts still drop off the radar. However, with email marketing, you can avoid this issue because even though a recipient may not read your email instantly, it will remain in their inbox until the time is right for them to read it. This makes for a higher likelihood of engagement and conversion rate.
Email marketing is here to stay and it’s evident in the reasons above why you should be using it to reach your customers. If you need more reasons why, check out this previous blog on why you should use email marketing to acquire new customers.