Email Marketing is not the first answer people give when asked ‘what’s the best digital channel for Return on Investment [ROI]’? The feeling is email has been around for decades and just doesn’t cut the mustard. It is a good platform sure, but it lacks the glitz and glamour of an eCommerce page. It doesn’t have the easy accessibility and social media audience.
This feeling is totally wrong. Email Marketing is not only a good channel for digital ROI – it is the best channel for digital ROI. The one you can count on to deliver you truly outstanding results. It hasn’t just done this in the past, and isn’t just doing this today – it is also set to do it well into the future.
So, let’s look now at:
7 Reasons Why Email Marketing Still Remains The Best Digital Channel for ROI
1. Email Is the Most Popular Digital Communication Platform
In 2018 the world right now has 3.8 billion email users. By contrast, Facebook has 2.19 billion. 2.19 billion is nothing to sneeze at – but email has 1.6 billion more! Marketers always seek to engage with the largest audience they can. Email offers that.
Email is also universal in its reach. Anyone who receives your email will get ‘the full picture’ right away. As soon as your email is sent, they are certain to see it, have the chance to read it and engage with it. This is a simple but strong way to engage that is better than any other channel.
2. Email Can Be Personalised
When someone signs up their email they will also provide you with their name. This is a huge advantage in the world of marketing. Everyone likes hearing the sound of their own name. There is actually even scientific evidence that backs up this fact and proves why personalization is important.
Getting a prospect to visit your website is a victory, but there is no way you can personalize your website for every user. Even the greatest web developers in the world can’t create a site that says ‘Hi John’ every time someone named someone name John visits. With email, you can personalize your marketing, and grow the odds your campaign will deliver great conversions.
3. Email Offers Great Integration
Facebook may be popular but not everyone has an FB account. The same applies to Twitter‚ Linkedin‚ and other social media sites. Basically, everyone has an email account. That is why it’s so easy to integrate email into your digital campaigns.
Have a new website to promote? Email your subscribers about it. Trying to build repeat traffic to a website? Create an email signup banner. Want to ensure your business is promoted every time you contact others? Well gee‚ you can even place a sign-up to your email list in the signature of your regular email account.
Once you stop and really think about email’s ability to integrate is truly outstanding. These are just some of the many ways you can do it.
4. Email Has Easy Marketing Apps
Creating fantastic email campaigns is really easy. This is another advantage of email over other digital channels. There are great email marketing platforms out there like Constant Contact and MailChimp. Better still, MailChimp is free for anyone starting out in eCommerce.
With no monthly payment required until you sent out 12,000 emails a month or have 2000 subscribers. It will take a while for most new marketers to reach those numbers. It’s true there are other apps out there that support other marketing campaigns, like Buffer for social media.
But for new marketers setting up a multi-platform marketing campaign can be really intimidating. Email is way more user friendly, it allows new digital entrepreneurs to dip their toes in the water. With all the great marketing platforms and resources out there, it is really easy to create a marketing campaign that really drives conversions. Even if you are new to digital marketing.
5. Email Makes Direct Response Easy
Generating a response from your marketing can be tough at the best of times. Marketing is a business that will always involve an uphill climb. The best marketers embrace that challenge and thrive in it – but nobody wants to make their climb any harder. Especially when you lose out on conversions because a prospect couldn’t figure out how to get in touch with you.
Most people in 2018 are pretty tech savvy. They are able to use the internet and email pretty well. But to many people, social media and all its ins and outs can still be really tricky. A Facebook Messenger campaign that asks users to wave if they are interested may work well with younger generations – but it could confuse the hell out of older online users.
Then there’s also the ongoing controversy surrounding some parts of social media networks that mean even if someone is interested, they may hesitate to take action and contact you because they are scared.
Email is a known commodity, people are familiar with it, and they trust it as a platform. That means making a conversion with a simple ‘Like this? Contact us!’ is always easy.
6. Email Doesn’t Have Workplace Restrictions
Many workplaces and schools do not allow for social media use during business hours. Even if there is no official ban‚ many people will not use social media during this time anyway. That means any marketing done via this digital channel won’t work‚ as it simply won’t be seen.
Email is different, and gives you a way to get through to all your prospective customers all the time.
Not everyone may use social media during their working hours but everyone uses email. It’s also a platform that must be used by workplaces.
By using email it is possible to reach your audience 24/7‚ and also ensure they can engage with it during that time. After all‚ the boss may grumble about being on Facebook or Twitter at the office‚ but they can’t complain about email.
7. It Can Be a Springboard for Other Content
It’s not possible to have a social media post that links directly into a prospect’s inbox. But it is possible to have an email in their inbox that links to a social media post! The same principle applies to websites. You can’t access a prospect’s email direct from your website. You can give someone a direct link to your website via email.
This is another reason email is exceptional as a digital channel. It enables you to promote other content with flexibility. To bring it all together ‘under one umbrella’. A great email newsletter can include links to your website and your social media. Better still, it can simply place them at the top of, or the bottom of the page, while you focus on promoting a specific campaign or product.
Keep All Options in Mind
The reasons discussed here show what makes email special. Each one of them is great, and together they are just magnificent! But it is important to keep in mind a couple of key points as you look to build an email marketing strategy.
While a lucky few will see an email campaign go viral overnight, most of them take time to grow. This is true not only of email but all marketing campaigns.
It takes a while for results to appear. It’s important new digital marketers keep this in mind, and don’t give up too soon on a campaign.
Good marketing is about constantly reviewing what works and what doesn’t, but sometimes it really just requires having the confidence to back a campaign you built, and see it through. A good campaign may take time to deliver results, but a good campaign always will do it in the end.
Furthermore, email marketing is the best digital channel for ROI, but it’s one of many. Provided you use your channels well the more marketing platforms you have, the better. This is not to discourage you from using email.
It’s just important to keep in mind the best ROI will come by using multiple channels at once. Remember this, make a long-term plan, and you’ll have a great strategy in place for the future.
A New Message
These 7 reasons show why email still remains the best digital channel for ROI. They have explained why email marketing is the most popular platform in the world, how it can be personalised, and integrated. Email also has many dedicated marketing apps, and makes direct response easy.
It gets around workplace bans on other platforms like social media, and can be used as a springboard to promote other content. Best of all, it’s a digital channel that makes it easy to deliver ‘the whole package’ of your website, social media links, and a campaign all-in-one. At its heart, the best thing about email is how easy it is to use.
Unlike some other marketing platforms, it has a very low barrier for entry. Any new digital entrepreneur can begin their email marketing with confidence knowing the process will feel familiar, and be pretty easy overall. The best way to learn this? Start email marketing today!