Email marketing is communicating with your current and future customers with an independent communication channel, meaning email. You can use it to send blast emails, newsletters, offers and talk in that way with your customers. It is one of the most often used ways to generate, nurture and engage with your target customers. And one of the most effective too. Let’s look at some of these stats:
- 86% of professionals prefer to use email when communicating for business purposes (Hubspot).
- Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search (DMA and Demand Metric).
- In 2017, worldwide email users amount to 3.7 billion users. This number is predicted grow to 4.1 billion users in 2020 (Statista).
- 89% of marketers said that email was their primary channel for lead generation (Mailigen).
- Transactional or triggered emails have 8x more opens and substantially higher revenue than regular bulk emails (Experian).
Email marketing tools include a variety of features (like adding personalization, checking open rates, scheduling emails, A/B test, email list segmenting and more) but they apply only to emails. You can’t, for example, use email marketing software to take care of your social media accounts or to score your leads (but it’s excellent for nurturing them!). It’s enough if you are a smaller business with not much leads yet, but after some time, you will need features that email marketing does not offer.
If you’re like most of the marketers, then for sure you are already in love with email marketing. It’s a proven way to enhance relationships with current customers, encourage loyalty, and build trust with prospects.
One of the most significant benefits of email marketing is that it moves business conversations to a more personal environment: the customer’s inbox. Additionally, email marketing typically costs less than direct mail, print advertising, or trade shows.
A thing about marketing automation and email marketing that might get you confused stems from the fact that they are both rooted in an email. Even though both of them utilize email as the primary medium of communication, it’s much easier to think of email marketing as the foundation where marketing automation builds.
Full marketing automation systems go beyond the inbox to let you automate campaigns and nurture leads. Marketing automation tools assist you in determining which stage of the buying process your prospect is in and then guide them to the next step — until they eventually convert into a customer.
Since there are some email marketing tools already on the market, choosing the one for your company might be a challenge. There are small but cheap software and the sophisticated but expensive ones. We at e-Digital Marketers are somewhere in between: we offer many services that are necessary for email marketers while still being productive and affordable.
Marketing Automation can power your Retention Marketing efforts to significant effect, provided you go with the right service provider. You can check us out to understand our entire Marketing Cloud portfolio and how we are helping top brands across the world engage with their customers better.
We hope this is helpful. All the best, and as we always say, happy learning!