One of the most commonly thrown around phrases that you may have heard from a number of people in marketing is that email marketing is either dead or dying. This couldn’t be further from the truth as email marketing is still going strong around the globe and making money for businesses in almost every sector. In fact, the number of emails being sent around the globe is only increasing with 320 Billion emails estimated to be sent every day during 2021.
Furthermore, when filtering this number of emails down by the number of business emails that are sent each day; 124.5 Billion business emails were sent and received during 2018. Naturally, this number is also expected to increase by next year. If you are looking to acquire Email Prospect Lists for your B2B Marketing Campaign, get in contact with us and we’ll send you a free quote.
With these figures in mind, we will go into why email marketing is not dead and is in fact, still an incredibly viable and lucrative prospect for businesses.
Email Marketing Has a Great ROI
The ROI for this type of marketing is great and is actually among the highest across all digital marketing channels. For every $1 that is spent on email marketing, companies will make an average return of $44–$52. This figure shows that investment in email as an avenue for lead generation can be a great boon to businesses. Imagine this, going by the average, if you spent $1,000 on email marketing, you would stand to gain a $52,000 return on investment for your money.
The average open rate for a marketing email from these types of emails has been measured at 17.8%. This provides a great level of visibility to your business. For example, if you were to send out 5,000 marketing emails at once, the statistics suggest that 890 people would actually click through from your email and try to learn more about your services and what you have to offer to them.
This shows that if you send out informative and positive content to your potential customers through email marketing, then you will stand to gain great benefits and rewards as a direct consequence.
Content Can Be Targeted and Personalised
One of the most commonly understated benefits of this type of marketing is that it has a great ability to be personalised and targeted, which will then, in turn, drive engagement and improve conversion by 10%. In terms of targeting, companies that provide email marketing lists can have the addresses they purchase based on specific criteria; this can include things such as company turnover, number of employees, industry sector and many more. This means that your business can target the prospects that would be of the most value to you.
Furthermore, email marketing can be personalised to the recipient, which will increase the level of engagement for that campaign. It can be something as simple as your newsletter being sent out with each recipients’ name being individually addressed. In the event of a sales email, it may even be possible to also address the prospect’s business name, which would be followed by the benefits of your product to their business.
Email Marketing Can Be Easily Measured
One of the great things about email marketing as a channel is that it can be easily measured. This ease of measurement allows business owners and marketers to gain a better understanding of the effectiveness of their campaign. Metrics that are commonly used to determine the effectiveness of an email marketing campaign are “open rate”, which is the percentage of emails sent that are opened by their recipient and “delivery rate”, which is the percentage of emails that are sent without them “bouncing”.
When reviewing these statistics, a marketer will be able to identify what exactly is working and what isn’t. For example, if they found that the delivery rate for their emails is low; the business may have to focus on improving the quality of their email database. Either by purchasing a list of email addresses from a different provider or by scraping the dead addresses out of their database altogether. Alternatively, if the open rate is low, then the marketer will understand that their content is not doing enough to grab the eye of the recipient.
The measurability of email marketing makes it a great resource for businesses across almost every sector.
Well-Managed Email Campaigns Improve SEO
Email marketing can actually greatly go hand-in-hand with Search Engine Optimisation, which is one of the most commonly talked about strategies in marketing at the moment. Search Engine Optimisation is the process of improving your company’s website’s ranking on search engines, pushing it higher up the rankings and appearing closest to the top. The benefit of really great SEO is that it massively increases the visibility of your website and makes it so more people can find your brand and interact with it.
There are a number of ways in which email marketing can boost your company’s SEO efforts. Firstly, sending newsletters or information about your products through an email campaign can increase the shareability of your content and your company website, this can be achieved by adding your business’ social links into your email campaigns and sharing content that is likely to be deemed as worthwhile for sharing. This sharing activity will then push your website up in the search rankings, increasing visibility.
Furthermore, email marketing can help to increase the level of engagement that users have on your site. For example, informing a prospect of the benefits of your products or services in an eye-catching email marketing campaign will likely draw them to your website for more information, particularly if you include links in the email for them to follow.
Email marketing can effectively help you to hit two birds with one stone, in terms of your marketing efforts by improving your SEO.
Conclusion
In this article, we have looked at the different ways in which email marketing still has great applications and utility for businesses to help them generate new customers, improving engagement with current and new customers and to increase the visibility of your brand by assisting in your company’s SEO development.
We also looked at the great potential return on investment that can be provided by email marketing when compared to the effectiveness of other digital channels and the way that these campaigns are measured and improved upon through targeting and personalisation.