Email marketing is NOT dead!

Not only is email marketing still relevant here in 2021, but is actually more critical for your business to incorporate it into your marketing strategy than ever before. Email marketing continues to bring meaningful results and revenue to businesses and can take your content strategies to the next level. While you may feel that it can be a waste of time due to your own personal experiences, think about the companies whose emails you look forward to, that never get lost in your inbox, and that you always open and engage with. Let’s dive into some of the many reasons your business should continue to integrate email marketing into your strategy, shall we?

Secure Database of Customers

As most know, Apple’s iOS14 update contains App Tracking Transparency, which has completely turned marketing strategies upside-down. This system requires all apps on the App Store to ask permission from consumers before tracking their activity and behavior and users will be able to allow or reject tracking when they open an app for the first time after updating their device. There are serious concerns within the industry regarding the success of social media advertising due to this reduced access to data. As you target on Google Ads or create Facebook Custom Audiences, you are building these audiences on “rented territory” where there is the risk of Google starting to restrict their targeting and Facebook deciding to omit the Custom Audience feature. Luckily, with email marketing this is not something to be concerned about as you own the database of your customers, your leads, and nothing can affect them. This list is first-party and is collected and cared for by your business, meaning you’re able to reach out to these people whenever you may need. 

Generate Stronger Results

Over the course of the last 10 years, research has shown that email marketing has yielded the highest return on investment (ROI) among all marketing channels. Additionally, it also has the highest conversion rate of 66% for purchases made in response to promotional messages. Businesses are earning up to $44 for every dollar they spend on email marketing and, compared to social media, email is deemed 40 times more effective in terms of customer acquisition. Utilize email marketing software with performance optimization and analytics features to make data-backed adjustments to your campaigns.

Customer Retention and Engagement

If you have an email address on your list, this means that the customer has granted your business permission to contact them. Therefore, now you are able to connect with these consumers and engage them to improve customer retention. Promotional emails are key for educating your audience and presenting your offers, just be sure to provide value with any email you send and refrain from being too pushy or intrusive. When creating your emails, think about your business from an objective point of view and ask yourself: what does the customer need and want? Keep in mind that the subject line is just as important as the email itself, as a poor subject line could ruin the entire campaign no matter how perfect the email is. Try incorporating a question into the subject line or anything else that will rouse curiosity to get the recipient to open the email. 

Improve Brand Awareness 

Emails are a great way to improve your consumers’ understanding of your brand. By including your values, mission, products, services, etc., your audience will be able to have a better grasp of what you do and what your business is truly all about. As the brand awareness grows, it's easier for your shoppers to advocate for your brand since they understand you more. When sending your emails, a few ways to improve your brand awareness could be to make sure you always include your logo and company name to increase brand recall and association, create memorable and unique messages, and maintain consistent branding throughout each email to increase recognition and attract consumer attention. 

Email can be an incredibly powerful channel and should not be ruled out, by any means, when it comes to your marketing strategy. No matter what your business is trying to accomplish, email marketing can be used to achieve every business’s unique goals. Are you looking to incorporate email marketing into your strategy but are not sure where to start? Here at Sparkshoppe, our team will work closely with you to develop your eCommerce site and emails that will quickly grab your audience’s attention and lead to sales and business engagement. Click here to learn more and get started with us today!