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7 reasons email marketing can help grow your business

Wednesday, May 04, 2016
In today’s competitive market, you need to do more with less. You need to connect with your audience in a highly personalised way, while staying on budget. If you can do this – connect with your prospects and customers in a highly targeted way – you will be successful in delivering ROI and revenue back to the business.

No marketing category has the longevity of email marketing and while some marketing trends come and go, email remains the most powerful channel available to the modern marketer.

1. Email delivers your message

If you have to choose between adding a subscriber to their email list, or gaining a new Facebook fan, you should go for the email subscriber every time, says Forrester Research.

There are two key reasons why: 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. This is because Facebook limits the number of times your posts appear in the News Feed in an attempt to drive brands towards their paid advertising options.

This is a big deal when it comes to getting your messages seen.

On Facebook, if you post an update to 10,000 fans only about 200 of them will even have a chance of seeing it in their News Feed. Alternatively, if you send an email campaign to 10,000 subscribers at least 9,000 would receive it in their inbox.

This means your message is 45 times more likely to be seen using email than Facebook.

Email is the proven marketing channel to ensure your audience gets your message.

2. Email marketing has larger reach

With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it’s tempting to believe that social media is the most effective way to reach the masses. These are impressive numbers, but what isn’t so frequently shared are the statistics on email usage. The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion by 2017, according to Radicati.

While this might seem surprising at first, think about your own online behavior: When you sign up for a website (like an online store), you have to enter your email address to create the account. You even need an email address to create a Facebook or Twitter account. What’s more, Facebook and Twitter use email to notify users of activity when someone is tagged in a photo for instance.

Email is the currency of the web, and anybody who is online has an active email address. So when it comes to connecting with your prospects and customers, there’s no channel with a wider reach than email.

There are 3x more email accounts than there are Facebook & Twitter accounts combined.

3. Email drives conversions

Most marketers are laser focused on driving conversions. Regardless of whether this is in the form of leads, sales, memberships, or a metric unique to your business strategy, the ultimate goal for marketers is to turn potential customers into paying customers and when it comes to conversions, there isn’t a more powerful channel than email.

In fact, the average click-through rate of our email campaigns is an impressive 20% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%.

This means you are 100x more likely to get someone to click-through to your website via email than you are from Twitter. 

What’s more, email is highly measurable. Our customers have real-time access to metrics like opens, clicks, bounces, forwards, social shares, and more.

Additionally, those who integrate their email marketing into a CRM like our Business Catalyst system, can have visibility into how their email marketing impacts business opportunities and deals.

As a marketer focused on nurturing leads and driving conversions – as most marketers are – email marketing beats all other channels for business.

4. Email has a higher ROI

Given email’s unmatched ability to drive conversions, it would make sense that email is also the most effective marketing channel to drive ROI. Email marketing yields an average 3,800% return on investment for businesses and for every £1 spent on email marketing, the average return on investment is £35.

Why does email outperform other channels so significantly when it comes to ROI?

It's down to delivering highly personalised and relevant messages. Unlike social networks where you send status updates to every follower regardless of their location, interests & purchase history, email allows you to be hyper-targeted with your communications. The more data you have about your customers in an email marketing tool like ours – including insights pulled in from integrated systems like your CRM, customer service solution, etc – the more targeted you can be.

5. Email is the preferred communication channel

Email is a much more professional medium than social media and people expect to receive information about products and services through that channel.

In fact, studies show 72% people prefer to receive promotional content through email, compared to 17% who prefer social media.

6. Email is an open platform

Over the past few years, many brands have invested millions of pounds into buying large social followings in order to be able to communicate and engage with an audience.

But while businesses are investing in various social media platforms, Facebook has frequently updated its algorithm so that 98% of brand followers will never see the posts in their News Feeds. Similarly, Twitter seems to be moving in a similar direction with their algorithm-controlled feed as well.

The issue with Facebook and Twitter is they are owned and controlled by third parties and marketers at the mercy of changes they make to their platform. Email, on the other hand, is an open communication platform and there are a multitude of services that provide access to send and receive email.

7. Email will be around forever

Remember MySpace? Friends reunited?

These once-hot sites were the largest social networking sites in the world a few years ago. Yet where are they now? All those users eventually moved on to other social networks.

Email on the contrary has a long history of stability. The first promotional email campaign was sent in 1978 to a total of 400 people, and email has been growing consistently since. The email space itself has evolved from a time where you needed a developer to build an email, to today where our system allows you to create and send beautiful branded emails. This shift has put the power of business email into the hands of more people.


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