Email marketing is a powerful marketing channel, a form of direct marketing as well as digital marketing, that uses email to promote your business's products or services. It can help make your customers aware of your latest items or offers by integrating it into your marketing automation efforts.
Email marketing is when you send a commercial email message to your ‘email subscribers’ — contacts who have signed up to your email list and given express permission to receive email communications from you.
Email marketing is used to inform, drive sales, and build a community around your brand (e.g. with a newsletter).
Modern email marketing has moved away from one-size-fits-all mass mailings and instead focuses on consent, segmentation, and personalization.
Is email marketing still important in 2021?
Email isn’t a new technology. In fact, it was one of the very first means of digital communication to arrive back in 1971. But get this: Email marketing — almost 50 years old — is more widely used today than ever.
The phrase ‘Email is dead’ gets bounced around the marketing echo chamber every now and then. But don’t believe it. Email is only getting bigger. Just take a look at these statistics:
- In 2019, there were 3.9 billion global email users (source: Statista)
- 80% of Americans check their email at least once per day, with nearly a quarter of them checking their personal email several times a day (Fluent Inbox Report, 2018)
- 80% of business professionals believe that email marketing increases customer retention (Emarsys, 2018)
Given the figures, it’s not surprising that email is hailed as the most effective channel in B2B marketing.
Not having an email marketing strategy means missing out on sales opportunities and the chance to strengthen ties with customers.
The Benefits of Email Marketing
From order confirmations to newsletters, emails are an essential aspect of the growth and management of your business.
Email marketing will help fulfill 3 key objectives:
1. Conversions (selling your products and services)
Launching a sale or promotion? You can send an email marketing campaign to your subscribers to drive sales.
Other email marketing techniques known to increase conversion rates include:
- Emailing a discount or special offer (birthday/anniversary emails, welcome emails, reengagement emails)
- Abandoned cart emails (triggered whenever a visitor abandons a cart at your online store)
2. Brand awareness
What’s great about email is that it lets you reach someone directly. It’s one-to-one communication at its best. And besides, people don’t just let anyone into their inbox these days. It’s a curated space reserved for favorite brands and publications.
Showing up in someone’s email inbox will help your brand stay top of mind. A personalized marketing email is more impactful than a social media post where you can’t be sure if someone has actually seen your message.
One of the major benefits of email marketing is its scalability. This means that emails can be sent to a large number of recipients for a relatively low cost (compared to other marketing channels).
3. Customer loyalty
Email drives customer loyalty at every stage of the buyer journey: lead-nurturing, conversion, onboarding, retention.
It’s a powerful tool for building a community, as discussed at length in our guide to building relationships with email.
You can create newsletter content so good that subscribers will be waiting for it to arrive each week. Keep reading and we’ll tell you how.