Why Email Marketing is Still the Best Channel for Conversion

A lot of new founded businesses tend to make a mistake that they might not be aware of when they first establish themselves. Some of you might think it’s their lack of communication through social media, and you would be half right. It is their lack of communication, but not through their social media channels. It’s through their email marketing. Email marketing has been an essential point of all successful business for almost as long as email has existed. It is, to this day, the most effective way to get conversions. Now, there might be a lot of people out there that would swear on their life that email marketing is dead, and I’m sure many of you have heard this, but I am here to tell you that they couldn’t be more wrong. Statistics have shown that the most conversions happen through email marketing and in this brief article, I’m going to tell you why that is.

 

It’s a fact that if email marketing were personalized to the consumer, there would be a higher chance that the consumer would interact with the email. In fact, according to Dynamic Yield’s research into the matter, they found that 71% of respondents would interact with a personally tailored email. This fact alone highlights a clear advantage that email marketing has over any other type of marketing out there. Email marketing can be personalized to the consumer in a way that no social media ad/campaign can accomplish. Sure, the interest generated from an ad seen on social media, for example, can entice some, but the bounce rate will be exponentially higher than an ad that was targeting consumers specially. It could be as simple as sending an email to a customer who abandoned their basket with products in it, reminding them that they have left the basket with items and asking what can be done for them to complete their order, along with special offers on said product, to persuade the customer to continue with the purchase. These small, personalized emails get responses, and it gives the image that the business does indeed care about their customers. Since they are already subscribed to the business’ emails either from an earlier purchase, or just from subscribing out of interest, personalized emails like the example above could be the push they need to pull the trigger on a purchase they were teetering on. Personalized email marketing can also bring targeted emails on a customer’s birthday, for example. Bringing special deals on their special day will be ever more tempting on an item they’ve had their eye on for a while now. This is just one of the main factors that play into email marketing’s strength as a marketing channel powerhouse and one that is guaranteed to bring in conversions through its wide reach.

 

Email is one of the oldest forms of communication on the internet and is required if you want to use social media. This alone means that most internet users have an email address. For this reason, email marketing has an incredible reach, if used correctly. It can be an easy way to reach out to consumers about new deals, new products, or personalized special offers if the customer has already bought into the brand. Email presents the easiest form of communication with consumers and not utilizing it would be a huge mistake. This also presents an easy way to generate brand awareness to the customer. Because they clearly have some level of interest in your brand if they have subscribed to your emails, making sure they remember a brand by emailing them in a timely manner is an effective way to make sure consumers stay interested. How would one send a timely mannered email? Well, I’m glad you asked.

 

Marketing data is essential in a successful campaign. Data can be gathered in many ways, but a lot of the time that data is gathered voluntarily. Not so with email marketing. One of the greatest features with email marketing is that the data is very easy to track. It’s easy to see statistics on things like bounce rate, opening rate, and the unsubscribing rate. You can look online for specific numbers a business should be aiming for, but every business is different, and those generic numbers cannot be relied on. With email marketing data on hand, it’s very easy to see which emails are working, which ones need to be worked on, and which ones are just flat out not working. This information is vital in getting conversions for a business. This is great for businesses because you don’t have to go asking the consumer for feedback on certain emails since their actions will do the talking for them. This information is even more essential for, say, an online magazine company who sends out a newsletter to their subscribers every week. Getting data for what attracts subscribes to read their newsletters, what types of headlines keep the readers on the email, and monitoring the frequency of the emails, is all a key part of a business that might rely heavily on email marketing’s influence.

 

Email marketing is very much alive and an essential part in building brand awareness and creating conversions. It has many advantages that other types of marketing just cannot do, specifically, personalized marketing for the individual customer. This can create a sense of awareness to the customer that has been shown to increase engagement with the business by a significant margin vs any other type of marketing. This is not to say that email marketing is the one all be all as different marketing strategies using different channels are also a key part in creating a successful business model and none should be ignored. This is to inform some that may not know the relevance that email marketing still plays in today’s world. It has the highest return on investment because of its cheap and precision-based nature. If one is to be successful, email marketing is a very necessary piece.