Email marketing continues to be a strong player in the high-return marketing channels game — but not everyone is playing. If you’re one of the players missing the game, you’re, well, missing out. Here are just a few of the benefits to email marketing.
Huge potential reach
There are already more than 4.1 billion email accounts, with projections estimating that number will grow to 5.2 billion by the end of 2018. Of course, some people have multiple email accounts … but even with that, there are 2.5 billion email account holders. That’s a huge pool of people reachable by just that one medium. Of course, your actual target market is not 2.5 billion people — but odds are that your audience is in there.
People like it
As a consumer, getting on the wrong email list can be annoying… but getting on the right lists is an awesome way to stay updated on your favorite brands, get discounts, preview sale access, and more. A Harris Interactive study found that consumers like promotional emails — in fact, 81 percent of U.S. digital shoppers indicated that they were at least somewhat more likely to make additional purchases as a result of targeted emails.
It directly correlates to new leads
One of the best — and most important — benefits to email marketing is that it is effective in creating new leads. According to Circle Research, 42 percent of businesses report email as one of their most effective lead sources, with 88 percent of B2B marketers claiming it as their most effective lead generation tactic. It’s hard to argue with a channel that delivers.
It’s easy to track ROI
One of the most frustrating parts of the job to marketers is the struggle to track performance and actual ROI. Email marketing, since it’s digital, offers the great benefit of automated tracking of responses. FreshMail software has built-in capabilities to track open rates, click-throughs, and even completes. Many will also track and calculate your ROI for an individual iteration or ongoing campaign, based on your preferences. It doesn’t get much easier than that …
It can make your job easier
Beyond effectiveness and trackability, one of the greatest benefits of email marketing is its ability to do some of the heavy lifting for you. Marketing software can trigger preprogrammed email responses to leads and prospects at various stages, based on scoring and triggers that you set. Essentially, the software can track lead stages and sales cycle times and send the right message to the right leads at various stages — freeing up your time to focus on testing, strategy, and measurement.