Today’s digital marketing landscape is incredibly tech-savvy and modern, so it is understandable when marketers ask if something (relatively) old-fashioned like email marketing is still relevant. You always want to make sure that you are using relevant and effective marketing channels so that you can engage your target market. So, is email marketing still relevant? The answer is an emphatic yes! Not only is it still relevant, but it remains one of the most effective forms of marketing. Keep reading to find out why.
Sustained Popularity of Emails
One of the first things that people do in the morning is check their emails. A staggering 99% of consumers check their email every day, and 73% of Millennials (a key demographic) prefer communication from a business to come via email. This means that email marketing is a highly effective way to reach your target market and, for many, the best way to contact them.
Build & Maintain Relationships
Leading on from this, email marketing is an effective way to build and maintain relationships with your target market. You can send newsletters, promotions, personalised communication, and other relevant, high-quality content to build and maintain relationships over time. This will keep your brand in the mind of the consumer and should lead to customer retention - just be sure to avoid spamming your customers!
It is always helpful to have cost-effective marketing campaigns, particularly in the current climate where businesses are feeling the squeeze (and marketing is often first on the chopping board). Compared to most other forms of digital marketing, email marketing is incredibly cost-effective and can deliver significant ROI.
These days, personalisation is key to engaging your target market. Email marketing can be highly targeted as you are able to segment your email lists by demographics, customer behaviour, interests, and more. This ensures that you are able to deliver the right message to the right person at the right time - this will be key for marketing success.
High Open & Click-Through Rates
With many marketing channels, you are taking somewhat of a stab in the dark. Social media and display ads both have very low click-through rates, which can feel wasteful. According to a 2022 report from Mailchimp, emails have an average open rate of around 20% and a click-through rate of roughly 3% - these numbers are much higher than other marketing channels.
It is always useful when you can measure your results and pour over the data when it comes to marketing, as this allows you to fine-tune and optimise results. Email marketing is highly measurable, with clear data that will allow you to make informed decisions that should deliver positive results.
The digital marketing landscape is constantly going through change, and there are always new trends to be aware of. Despite all of this change, email marketing remains one of the best and most effective digital marketing channels. If you want to engage your target market and promote your brand, you need to make email marketing a key part of your strategy.
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