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According to a 2019 study by Statista, the number of global email users amounted to 3.9 billion. It is set to reach 4.48 billion by the year 2024. That is practically half the world’s population!

Furthermore, surveys show that millennials prefer to receive communications from businesses via emails. In fact, as per a survey conducted by Adobe, millennials spend more than six hours daily checking their emails.

As a business, you cannot afford to ignore these statistics. Creating a robust email marketing strategy is a crucial component of your business’s success.

Why is email marketing such an important part of your marketing strategy? OneIMS breaks down the 5 top benefits of email marketing below.

Creating a robust email marketing strategy is a crucial component of your business’s success. Click To Tweet

Create Targeted Content

One of the biggest benefits of email marketing that other channels do not provide is creating targeted content.

Even changing how you present content while keeping the topic of the email the same can achieve personalization that resonates with your audience. The trick is your email marketing strategy must revolve around proper segmentation of your contacts.

With email marketing, you can easily segment your customers according to their needs and send content that is most relevant to them. Sending out content that offers some sort of value to your audience will greatly increase brand engagement and lead to customer loyalty. It is difficult to achieve this level of engagement with any other marketing medium. 

With email marketing, you can easily segment your customers according to their needs and send content that is most relevant to them. Click To Tweet

Increased Sales

In a Sale Cycle survey, 59% of respondents revealed that their purchase decisions are influenced by marketing emails. This statistic goes to show that although email is primarily considered as a marketing tool, it can boost your sales too.

Here’s are some examples of how email marketing can help increase your sales:

  • Send special coupons or discount vouchers to encourage people to return to their abandoned shopping cart and make the purchase.
  • Email them latest updates about a new product that is an updated version of an item they have already purchased from you. No hard-selling, just information about how it is an improvement over the older version can do the trick for most users.
  • Inform the receivers about ongoing promotions and include products that are similar to something they have purchased before.

Increased Website Traffic

You wrote a great piece of content and posted it on your website. How do you let people know about it? Of course, one way is through social media channels, but another effective way is through emails.

Sending regular emails with relevant, valuable and important content is a great way to get people to visit your website. Make sure your emails that link your blog posts have proper call-to-action so that the receivers can easily access the content.

Better Connections with Your Audience

People like to feel important. They appreciate when they are valued. Hence, one way to encourage brand loyalty in customers is to communicate with them personally. Having said that, it is not easy to communicate with each customer one-to-one, unless it is through emails.

A simple gesture of sending special emails on important dates like birthdays or anniversaries would show your audience that they are an important part of your business. Such emails can be auto-generated but would do wonders to your brand value.

A HubSpot survey shows that even a small level of personalization, like adding the first name of the recipient in the subject line, can increase the click-through rate. A personalized email creates a more connected level of communication, which makes your customers feel more valued.

Metrics to Track the Efficacy of Your Email Campaigns

It is important to know what is working and what you should discard when it comes to marketing campaigns. Emails provide straight forward metrics to know that.

What is your average click-through rate? How many recipients unsubscribed from your email list? These can provide valuable information on how your email marketing campaigns are doing and how you can improve.

The open rate of your emails also says a lot about how your brands resonate with your recipients. If the name on the ‘from field’, and the subject line is enough to make them open the email, you know your brand recognition and loyalty is strong. Also, your email content is working well too.

These metrics give you the opportunity to work on your email marketing campaigns more and come out with better strategies to increase engagement with your audience.

Learn More About Email Marketing Strategies from OneIMS

Statistics, surveys, research, and data prove the effectiveness of emails as a marketing tool. For more information on how email marketing can help your business, contact our marketing experts at OneIMS today.

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Written By Samuel Thimothy

As the Chief Growth Officer, I provide leadership, direction and resource stewardship to the organization’s sales and marketing function. I also collaborate with our digital marketing strategy team in developing and executing growth marketing campaigns for our loyal clients.

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