Home Business The Role of Email Marketing and How It Helps Your Business

The Role of Email Marketing and How It Helps Your Business

Source: actualidadecommerce.com

Digital marketing has evolved, and organizations and brands are now leveraging the power of data-driven marketing to achieve their business goals. Data is at the forefront of every marketing effort and is the driving force that pushes companies to try different internet marketing channels like email marketing.

The pandemic is still looming worldwide, and as a result, a lot has changed in marketing. Everything is online, from how businesses interact with their audience to how consumers make purchases. Thus, internet marketing has become more crucial than ever.

At the start of 2020, several experts believed that this method was losing its charm and soon would be out of the promotion world. However, a lot has changed over the past two years, and now, the benefits of email marketing have become integral, making it an essential part of internet marketing. Research reveals that 87% of marketers plan on investing more in it.

Looking at the situation, companies are already developing a new and evolved strategy that will help them stay afloat amidst the global COVID-19 crisis.

As per a report, companies are sending about 27% more emails than before the COVID-19 crisis. Well, this spike is not without reason. Unlike social media marketing (Facebook and Twitter), email marketing garnered 40% more conversions.

This was just the tip of the iceberg. We will dive into the top reasons why it is a must-have for your internet marketing:

Benefits Of Using Email Marketing For Your Business

Source: reliablesoft.com

1. Hyper-Personalization

A company may adopt a strategy for several reasons, including lead generation, brand awareness, sales promotion, re-engaging customers, etc. Over the last few years, we have seen how personalization impacts customer behavior. A simple personalized subject line leads to a 62% of open rate, reveals a report.

Well, almost every brand sends out personalized emails today, but is that enough? It doesn’t look like it.

A whopping 96% of customers received the wrong or irrelevant information/promotion, revealing a recent Janrain and Blue Research report. That’s not all; of these, 68% delete the email, 54% unsubscribe, and 29% said they are less likely to make a purchase. Customers expect brands to know them well.

In this ever-competitive landscape, brands that stand out are the ones that use hyper-personalization. Artificial intelligence and data allow the company to send personalized greetings and better-customized offers.

Hyper personalization isn’t just to please your customers but also helps you achieve overall cost efficiency. Another report revealed that targeted/segmented email marketing yields 50% better CTR than non-targeted/generic email marketing campaigns. So, if you want to generate leads while optimizing your costs, it’s crucial to use hyper-personalization.

2. Easy To Measure

Source: forbes.com

The method is one of the oldest techniques; hence, over the past decades, this vertical has seen a drastic improvement. Several metrics are available to track a campaign and measure its success. Several metrics measure the benefits of its efforts, from delivery rate, bounce rate, click-through rate, open rate, and unsubscribe rate.

Over the past years, experts have been able to record and set benchmarks to measure the efficiency of email marketing. However, remember, not every business will yield the same result. And thus, these benchmarks may differ from one industry to the other. Today, there are several tools developed to measure these rates. One can purchase these tools to understand what works best for them and what doesn’t work at all. This way, they can get actionable insights.

Several businesses have gathered a famous insight that the more images you include in the email, the lesser the click-through rate.

3. Engagement

Only 2% of your Facebook followers can see your post. On the other hand, over 90% of emails are delivered to the designated inbox. This means that emails have a higher chance of being noticed. Over the years, companies have conducted several experiments to understand what works in the category. Personalized messaging, exclusive offers, exciting subject lines, new product information, tips and tricks, and other topics tend to have a higher open rate.

If you want your customers to engage with your email, consider being transparent. Adding social media links, customer feedback, user-generated content, and more can lead to higher conversions as it helps earn your readers’ trust.

Reports reveal the best day to send a promotional mail is Tuesday, followed by Thursday.

4. Higher ROI

Source: standingcloud.com

It has an unmatched ability to drive conversions and hence is considered one of the most effective channels to optimize the company’s ROI. You will be surprised to know email marketing is known to yield 4200% ROI.

This means for every $1 invested by the company; they get returns up to $42. Isn’t that remarkable?

The return on investment in email marketing is the highest compared to other marketing channels (Facebook, Instagram, display advertising, and more).

How a company uses a strong strategy makes all the difference, and that’s why some choose to tie up with digital marketing experts.

Another reason is because it allows for personalization and targeted communication. Have you seen any Instagram ad that’s specifically designed for you? No. Social media platforms allow brands to broadcast messages and offers to their followers or potential customers; however, there’s no scope for personalization.


The best part about this technique is that you can always experiment and learn. Those were the top reasons email marketing is a must-have for your internet marketing. Now that you have understood the reasons, let’s briefly tell you how to maximize your email marketing efforts.

A tip to help you ace email marketing is consistent tonality and brand imagery. Moreover, don’t always try to sell your products. Occasionally, surprise your audience. Talk about things that would benefit them, or add a personal note from the CEO. Remember, consistency is the key. Keep trying new things, and you will reap the advantages of email marketing. If you want to improve sales, get more leads, or drive more traffic to your website, it’s time to include email marketing in your internet marketing plan.