Why Use Email Marketing?

According to a recent study by the Radicati Group there are already more than 2.6 billion email users worldwide, and by 2020 there will be more than 3 billion. This is already a strong argument for understanding why to use email marketing. These days, email is extremely personal. No one likes receiving SPAM, and if a user has provided their email address to your company in some way, it means they are interested in receiving information about it. But it is up to you to decide how best to use it. You can engage the user even more with your brand, drive them away if you use it poorly, or simply ignore the opportunity to build a relationship. Here are some important facts that will answer our question: Why use email marketing?

Reasons to use email marketing

Low cost

Compared with other communication channels, the cost of email marketing campaigns is negligible compared with radio, television, sponsored links or paid media on websites.

Segmentation

Email marketing makes it possible to segment your audience much more accurately. You can create different opt-in methods or ways to classify your customers, then build a well-segmented contact list. This allows you to send more effective messages that drive more conversions, such as an email with a promotional code on a customer's birthday or a list of products you know they are interested in.

Measurement

Measurement is one of the main factors that make email such a powerful tool. With the development of email platforms, it is now possible to track various conversion points and understand whether a campaign is effective, then improve it. The conversion points for an email are:

• Deliverability - This is your platform's or message's ability to ensure that the message actually reaches the end user. One factor that affects it is having an effective contact list;
• Opens - Another metric to track is your email open rate. The email may have been delivered, but getting the user to open it is another matter. This rate is directly related to the subject line.
• Clicks - This lets us measure whether we really captured the user's attention and directed them to our website;
• Conversion - The success of our campaign. A conversion could mean that the user bought the product, filled out a form, downloaded a file or simply read the entire content. There are many types of conversion, but it is important to include them in your goal-tracking spreadsheet to see whether the campaign is actually delivering results.

Immediacy

One of the great advantages of using email marketing is that it can create a sense of urgency among users. Most of the time, an enticing call to action with a direct link to make a purchase is all it takes for a consumer to complete a sale within minutes.

Everyone has email and uses it a lot

If you have internet access, you have email. According to Fourth Souce, 92% of internet users have at least one email account, and 72% check their inbox about six times a day.

Credibility

People do business only with those they know and trust. Email helps you provide relevant, informative content that conveys your brand's credibility to your customers (or potential customers).