4 Reasons Why Email Marketing is Still Relevant in 2020
Posted at Dec 3, 2019 12:58:00 PM by THAT Agency | Share
Why are we talking about email marketing in 2020… isn’t email dead? No! Not by a long shot. In fact, it’s not only alive and well, it can take on other digital marketing techniques and outperform them. It’s a great way to engage your audience and boost overall business results.
Here are four reasons to pursue email marketing in 2020:
Email Marketing Is Budget Friendly
Justifying marketing spend is always a challenge, especially as professionals are tasked with doing more with less. Here’s the good news: it doesn’t get more cost-effective than email marketing. Compared to the upfront costs of avenues such as TV, print ads, radio, and direct mail, email marketing campaigns are inexpensive. You may need to outsource email content creation and invest in a solid platform or agency to help segment your audience, plan messages, etc. But compared to other techniques, these costs are relatively small.
What do you get for your money? Well… a lot. One big reason to beef up email marketing in 2020 is that it provides a high ROI. According to a study by Campaign Monitor, for every $1 you spend, you’ll generate about $38.
You Can Put Automation to Work for You
Picture this scenario: a prospect visits your website, engages with different content, looks at several products, and adds a few to their cart. Then, they leave. You don’t know why, but you want to reengage them. You send an email, reminding them that they have items in their cart and asking if they need any assistance. You take a missed opportunity and turn it into a new interaction. (Abandoned cart emails have great open and click-through rates.)
This is an example in which automation can substantially help your efforts. You can improve your timing and tailor messages for specific segments and individuals. With “trigger” campaigns, you can send messages automatically after consumers take specific steps (e.g., sign up for your newsletter, put items in their carts, make purchases, etc.). This frees up time - and resources - for other activities that cannot be automated.
Email Is Easy to Personalize
Today, we live in a society where the world is at our fingertips – literally. We have access to nearly everything through our desktop computers, laptops, tablets, and (most notably) our smartphones with more than half of email users opening their emails directly from their phone. Because of the abundance in devices we have to access our emails today, people are checking their emails on average of 74 times a day. That’s right, 74 times. Every. Single. Day. That’s not a typo. This is yet another statistic that we can capitalize on as businesses and email marketers.
Something as simple as putting a recipient’s name in the subject line dramatically increases open rates. And it’s easy. Personalization matters: no one wants to feel generic or unappreciated. In addition to using names, you can segment your audience to ensure they are getting the right messaging at the right time based on where the user is in the buyer’s journey, which further puts the right thing in front of the right person at the right time.
You can have automated emails sent out to segmented groups of users who have certain characteristics and use those characteristics for dynamic email marketing. For example, if a consumer hasn’t clicked through on an offer in a few months, or you’ve seen a decrease in overall engagement, perhaps they are segmented into a new list in which they would receive a special offer to re-engage them back into the sales funnel. On average, segmented emails generate a 24% increase in sales leads, 28% lower unsubscribe rates, and 39% increased open rates.
Using personalization, segmentation, and automation will greatly strengthen your email marketing campaigns, because the days of mass communicating the same thing to every person are over. Deliver personal and tailored product recommendations, relevant pieces of content, and other communications that add value.
People care about email, they care about what’s in their inbox, and they care about who it’s coming from. It's time to grab their attention and capitalize on this opportunity, because people are checking their emails more now than ever before.
You Can Measure Your Campaign Results Easily
Is your email yielding the results you need? You won’t know unless you decide what metrics you want to track and analyze the results. See which users are opening emails, how many are clicking links, what links perform best, how many people completed the desired CTA, how many subscribe and unsubscribe, etc. You can also take it a step further and use simple A/B testing to see which email elements are most (and least) effective.
Measuring your campaigns is vital: you’ll be able to identify strengths and weaknesses in your strategy, course correct when necessary, and direct your marketing budget to the most fruitful avenues.
Email has been recognized as one of the most profitable marketing channels, as you are not spending nearly as much money on design, media, influencers, etc. If utilized properly with inbound marketing techniques, personalization, segmentation, and automation then all your emails should be in front of the right person at the right time.
Remember, it’s all about the user. When the user is receiving content that they want to be receiving, then they are much more likely to move down the sales funnel - and this is why email has such a high ROI (different studies have shown the average ROI of email to be anywhere between 4,300% and 4,700%). Users are getting content that they want to receive, which is further nurturing them down the sales funnel - and it’s costing you and your business very little monetarily, especially when an automated, data-driven email system is in place.
The email marketing of old is no longer relevant in 2020. Through inbound marketing and the use of personalization, segmentation, and automation, it’s now easier than ever to put the right thing in front of the right person at the right time through email. People are checking their emails more now than ever before and it’s undoubtedly one of the most profitable marketing channels out there. One thing is for sure - email marketing is not dead. In fact, we'd even say it's thriving!
If you need assistance with email marketing in 2020, contact THAT Agency. Email is one of the most effective digital marketing techniques around, and we can help you can put it to work to achieve your business goals.