With technology becoming increasingly digital and with changes in consumer attitudes and behaviour, we thought we’d take a fresh look at the benefits of email marketing for driving business to websites. In doing so, our analysis of the latest research shows that, as a marketing medium, it remains highly relevant. Here’s what we discovered.
1. The furthest reach of all channels
While social media has billions of active users, its marketing reach is still smaller than that of email. More people have email accounts than social media accounts and make more use of them. At present, there are 3.8 billion social media users and 4.1 billion email users.
2. Email marketing still generates the highest ROI
Email marketing has held the ROI top spot for quite some time and has yet to be surpassed by other forms of marketing. In fact, the latest data shows that the rate of return has increased in recent years, up from £32 for every £1 spent in 2017 to £42 for every £1 spent today. Almost three-quarters of online businesses believe email provides ROI which is either good or excellent.
3. Email boosts sales
The ultimate aim of email marketing is to increase revenue and there is much evidence that emails boost sales. While a quarter of social media users will click on an ad, only 30% of those report buying a product they have clicked on in the last month. That figure rises to 60% for email marketing. In the US, it is estimated that over 80% of consumers will buy as a result of seeing a product in an email, especially when it comes with a special offer.
4. Email drives customer retention
The increasing use of personalisation has made email the ideal channel for sending product recommendations and targeted special offers. Over 90% of users prefer companies who send emails that remember their preferences, interests and shopping habits and which provide relevant personal recommendations. This, in turn, has led email to drive customer retention, with 80% of businesses now using it as the primary channel on which to focus customer retention campaigns.
Importantly, sending email that engages customers is key to retaining millennial and Gen Z customers. Three-quarters of these users are likely to maintain brand engagement when they receive emails that have content they consider having value. This includes emails that arrive at the right time and which allow consumers to make bookings, watch videos, vote in polls or follow their favourite brands on social media. – Read more