Is Email Marketing still a Boon for Marketers in 2021

Email marketing is the oldest method of online marketing channel in the modern internet era. It has been around for a long time and was a boon to marketers all over the world in the past. As you know, the present day marketers have more choices than ever for communication & lead generation. The new technologies and platforms like social media, podcasts, etc. have transformed the way we communicate, engage and market our products & services like never before.

In this competitive environment, let’s now assess whether email marketing is still in the race with the other platforms and be the effective marketing & lead generating channel.

You are in control

Everyone who uses internet for communication will have an email id. Apart from that, why email is preferred more than social media or any other communication is that, it is controllable what come to their inbox unlike social media feeds. With a good email marketing platform, you will be in control over the following:

• Design your assets emails with good content
• Decide on what kind of email marketing campaigns you want to run
• Segment your email list for precise targeting
• Tag your contacts for better personalization
• Create marketing automation workflows with your business goals in mind

Technology & ease of use

A good email marketing platform makes it easy for you to send out newsletters, product launches, and abandoned cart emails to your contacts / customers by giving you the tools to do it. It nurtures potential customers in the background and builds up your brand recognition. In other words, it’s like an assistant working for you while you are busy in your regular work.

There is no need to have any technical knowledge to use this service. But still, you need to have a good content that attracts and influences your audience.

Reach – Desktop Vs Mobile device users

Compared to other marketing channels where the organic reach is heavily dependent on the ever-changing algorithms, this result gives you a much better chance of reaching your audience with your marketing communications. A study made in 2018 by Adobe Annual Consumer Email Survey shows that about 50% of people prefer email communication when dealing with brands.

When it comes to mobile device, the percentage of email opens on mobile devices continues to grow. According to Email MarketingBenchmarks report, analyzed by GetResponse, desktop opens make up 45.69% of all email opens, followed by mobile opens at 34.31%, and webmail opens at 20%. This means that you can reach your customers and influence their buying decisions wherever they are.

Email is an owned medium

Traditionally, digital marketing strategy is divided into paid, earned, and owned media. Email falls into the owned media category (unless we’re talking about sponsored mailing). It means that your business has full control over this online marketing channel. Over a period of time, your email list will become your greatest online marketing asset; a massive database of customers, prospects or contacts who want to hear from your brand.

Automation & Features

The leading email services, now called Email Marketing Platforms, like GetResponse, MailChimp, ActiveCampaign, etc. are equipped with a lot of features for automation. Using these tools, you can setup condition based workflows for the entire email campaign, do A / B Testing, track the progress, tweak if required, transactional emails, integrated sales funnel, option to integrate to social media and external eCommerce platforms, and the list continues…

ROI and Effectiveness of Email Marketing

It continues to lead the pack when it comes to ROI. Email marketing keeps on bringing the highest return on investment of all online marketing channels. On an average across industries, a recent study says, it generates $42 for every $1 you invest. Look at the below graph showing the result of a study conducted by GetResponse recently. It clearly shows that email marketing is still the leading channel for boosting your sales, brand building, etc.

 

Conclusion

We are in the #pandemic period, and lead generation is a big challenge. Travel & direct visits are very much restricted. You cannot visit your customer next door. Still we need to generate leads and run the show. So, given the facts above, needless to say, email marketing is still a boon..! and you can bet on it to leverage the benefits.

If you are interested for a free trial a leading email marketing platform and want to try yourself please signup here