Why is an email marketing strategy still so essential for a marketer today?
Posted: Tue Dec 03, 2024 10:30 am
Social media, online advertising, and new technologies seem to dominate today's marketing landscape. However, this first impression hides a reality that marketers know well: email marketing strategies continue to play a key role in campaigns. Email remains one of the most effective communication channels , with an average return on investment of 3,500%. In short, each euro invested potentially generates €35 in profit for companies (source Oberlo).
1. A direct communication channel
Unlike online ads or social media posts, emails are sent directly to recipients’ inboxes, where they are most likely to be noticed. Marketers can take advantage of this proximity to build personal relationships with their audience , strengthen their brand , and promote their products or services in a targeted manner .
2. Personalization and segmentation
According to a 2021 study by DMA (Data & Marketing Association), personalized email campaigns can increase conversion rates up to 6 times compared to non-personalized emails . Marketers can use behavioral and demographic data to segment their subscriber list into distinct groups. Also according to DMA, segmented emails can generate antigua and barbuda business email list up to 58% of all revenue for a company (source Proofjump). It is more complex to personalize advertising campaigns on social networks since even if we can now " target " a population on various interest criteria, marketers generally do not have access to more precise data (purchasing behavior, budget, etc.).
3. Better return on investment (ROI)
Email marketing is often considered one of the most cost-effective channels in digital marketing . With relatively low delivery costs compared to other marketing methods, email offers an excellent return on investment. Additionally, by using analytics and A/B testing, marketers can optimize their campaigns to further improve their effectiveness and conversion rates .
4. Automation and increased efficiency
Advances in technology have allowed marketers to automate many aspects of their email marketing strategies. Automated email sequences can be set up to welcome new subscribers, follow up on abandoned carts , celebrate customer birthdays, and more. This automation saves time , improves campaign effectiveness , and builds customer loyalty . A well-designed email marketing strategy also fosters customer engagement: By regularly providing useful information, exclusive promotions, and relevant content, marketers can keep customers interested and keep them coming back for future purchases.
5. Compliance with privacy rules
With the adoption of the General Data Protection Regulation (GDPR) in Europe and other data privacy laws around the world, marketers need to be careful about the collection and use of personal data. Email marketing allows for greater control over the data collected , and businesses can easily obtain consent from users to send communications, which is not always easy on other channels (especially social media).
6. Performance Monitoring and Analysis
CRM platforms provide detailed reporting on campaign performance. Marketers can track open, click-through, unsubscribe, and conversion rates to assess the effectiveness of their emails. These analytics help identify what’s working well and what can be improved, providing a valuable way to optimize future campaigns.
Email: a lesson in moderation
As you can see, email is popular and rightly so. Sometimes a victim of its success, users' inboxes are flooded with promotional content, which can lead to saturation and a decrease in the effectiveness of marketing campaigns.
Faced with this situation, marketers have started to explore alternatives to stand out in today's competitive environment. The most popular options, such as social media marketing and influencer marketing, make personalization difficult. An interesting alternative is to look for content marketing. Rather than succinct emails, it is about creating high-quality content such as blog posts, videos or podcasts, to naturally attract consumers' attention and engage them in a sustainable way.
In an ever-changing marketing landscape, email marketing strategy remains a key pillar for today’s marketers . With direct communication, advanced personalization, effective automation, and deep analytics, it offers a powerful approach to reach and engage target audiences. By integrating email marketing into an overall strategy, businesses can strengthen their customer relationships while driving growth , making it an essential tool for marketers. Like any tool, however, overuse can limit its effectiveness. By diversifying approaches, including through content marketing, businesses can expand their reach and create more authentic relationships with their target audience.
1. A direct communication channel
Unlike online ads or social media posts, emails are sent directly to recipients’ inboxes, where they are most likely to be noticed. Marketers can take advantage of this proximity to build personal relationships with their audience , strengthen their brand , and promote their products or services in a targeted manner .
2. Personalization and segmentation
According to a 2021 study by DMA (Data & Marketing Association), personalized email campaigns can increase conversion rates up to 6 times compared to non-personalized emails . Marketers can use behavioral and demographic data to segment their subscriber list into distinct groups. Also according to DMA, segmented emails can generate antigua and barbuda business email list up to 58% of all revenue for a company (source Proofjump). It is more complex to personalize advertising campaigns on social networks since even if we can now " target " a population on various interest criteria, marketers generally do not have access to more precise data (purchasing behavior, budget, etc.).
3. Better return on investment (ROI)
Email marketing is often considered one of the most cost-effective channels in digital marketing . With relatively low delivery costs compared to other marketing methods, email offers an excellent return on investment. Additionally, by using analytics and A/B testing, marketers can optimize their campaigns to further improve their effectiveness and conversion rates .
4. Automation and increased efficiency
Advances in technology have allowed marketers to automate many aspects of their email marketing strategies. Automated email sequences can be set up to welcome new subscribers, follow up on abandoned carts , celebrate customer birthdays, and more. This automation saves time , improves campaign effectiveness , and builds customer loyalty . A well-designed email marketing strategy also fosters customer engagement: By regularly providing useful information, exclusive promotions, and relevant content, marketers can keep customers interested and keep them coming back for future purchases.
5. Compliance with privacy rules
With the adoption of the General Data Protection Regulation (GDPR) in Europe and other data privacy laws around the world, marketers need to be careful about the collection and use of personal data. Email marketing allows for greater control over the data collected , and businesses can easily obtain consent from users to send communications, which is not always easy on other channels (especially social media).
6. Performance Monitoring and Analysis
CRM platforms provide detailed reporting on campaign performance. Marketers can track open, click-through, unsubscribe, and conversion rates to assess the effectiveness of their emails. These analytics help identify what’s working well and what can be improved, providing a valuable way to optimize future campaigns.
Email: a lesson in moderation
As you can see, email is popular and rightly so. Sometimes a victim of its success, users' inboxes are flooded with promotional content, which can lead to saturation and a decrease in the effectiveness of marketing campaigns.
Faced with this situation, marketers have started to explore alternatives to stand out in today's competitive environment. The most popular options, such as social media marketing and influencer marketing, make personalization difficult. An interesting alternative is to look for content marketing. Rather than succinct emails, it is about creating high-quality content such as blog posts, videos or podcasts, to naturally attract consumers' attention and engage them in a sustainable way.
In an ever-changing marketing landscape, email marketing strategy remains a key pillar for today’s marketers . With direct communication, advanced personalization, effective automation, and deep analytics, it offers a powerful approach to reach and engage target audiences. By integrating email marketing into an overall strategy, businesses can strengthen their customer relationships while driving growth , making it an essential tool for marketers. Like any tool, however, overuse can limit its effectiveness. By diversifying approaches, including through content marketing, businesses can expand their reach and create more authentic relationships with their target audience.