Campaigning 6 Reasons Why Email Marketing is Important in 2024 Elizabeth Holloway Campaigning 6 mins read Aug 26, 2024 6 Reasons Why Email Marketing is Important in 2024 - Elizabeth Holloway Email is one of those digital mainstays that has existed pretty much since the invention of networked computing. It’s something that isn’t going anywhere anytime soon. While audience share and demographics vary between social media platforms, you can guarantee that everyone has an email address—most people will even have several. With 99% of email users checking their inbox daily, your odds of getting eyes on your email marketing materials are quite high. Email has consistently been the best way to connect with users, while also being easy on the budget. That’s why email marketing is a must for your digital marketing strategy. Still not convinced? Let’s unpack six of the biggest reasons you need an email marketing strategy. What is email marketing? Email marketing is a method of digital marketing that uses email to promote and sell products to existing and potential customers. It can also be used to build brand awareness and loyalty. There are five types of emails used in email marketing campaigns: Promotional emails Educational emails Newsletters Drip campaigns Engagement emails Each has their own benefits, but your email marketing strategy will be more likely to hit its KPIs if you rely on more than one type of email. Why you need email marketing Email marketing remains one the most reliable ways to drive user engagement. In 2023, 77% of marketers reported a surge in email engagement (HubSpot). There are a slew of benefits, chiefly among them is a high return on investment (ROI). And of course, the affordability and ease of use are hard to say no to. Here are our top reasons why email marketing still matters in 2024: 1. High return on investment (ROI) With an average return of $36-46 for every dollar spent, email marketing boasts an exceptional ROI. Email is by nature a direct and targeted method of communicating that allows businesses of all sizes to speak directly with an audience that has opted in. Users who have signed up to receive your emails will interact with your brand in the focused environment of their inbox. This means you’ll bypass the noise of other platforms to reach a receptive audience. 2. Cost-effectiveness There isn’t a lot of overhead when it comes to email marketing, especially compared to more traditional forms of marketing. You don’t need a large team of creatives to manage production, or to buy ad space. You don’t even have to invest large sums into printing and publishing. Email marketing platforms are very budget friendly, whether you’re a startup or large enterprise. 3. Measurable results Digital marketing has opened up a whole new world of analytics. Email marketing is no exception. There are dozens of different metrics that can help you understand what is and isn’t working in your campaigns. Metrics like open rates, click-through rates and conversion rates provide valuable data that can inform your marketing spend and justify campaigns. And the data you collect from your email campaigns can be used for more than just designing your next campaign—it gives you tangible insights into audience demographics and behaviour. Although, it is worth noting that as email apps become more privacy conscious, our ability to measure interaction through email is changing. Most notably, as of Apple’s iOS15, the Mail Privacy Protection feature allows users to disable tracking pixels in emails. 4. Personalization and segmentation We know that consumers respond strongly to personalized content. One of the significant advantages to email marketing is the ability to quickly and easily create personalized content. You can use your consumer data to send target messages based on individual preferences, behaviours and demographics. Working with a good CRM will help you track how your audience responds to and engages with personalized content, which will help you finetune your approach. This level of customization improves customer experience and increases engagement because the recipients are more likely to respond to messages that resonate with their interests. 5. Building brand awareness and loyalty Email campaigns are a useful tool for keeping your brand at the forefront of people’s minds. Regular communication through newsletters, promotions and updates helps you maintain brand visibility and encourages customer loyalty. Email is actually the preferred mode of communication among a significant portion of consumers, making it particularly effective for building long-term relationships. 6. Automation and scalability Email marketing is the champion for saving you time. Campaigns can be automated to trigger based on user actions, like sending out welcome emails or abandoned cart reminders. This kind of automation ensures you are serving timely and relevant content directly to user inboxes without needing someone on the clock 24/7. Another benefit is scalability. Your email marketing strategy can easily be scaled up and adapted to your business’s changing needs without significantly increasing costs. Email marketing best practices in 2024 While email marketing can be pretty straightforward, you still want to ensure that your campaigns are resonating with your target audience. This means making sure your personalization efforts go beyond surface level, that your emails are mobile friendly and that they conform to privacy regulations in your region. Here are email best practices for 2024: Use customer data to provide tailored content, product recommendation and offers based on individual preferences and behaviours. Make sure your emails are optimized for mobile viewing with responsive design and visually appealing content. Incorporate interactive and clickable elements within emails to encourage engagement and create a more immersive experience. Prioritize data privacy and be transparent about your email marketing practices. Focus on crafting attention-grabbing subject lines and preview text. Create a cohesive user experience with an omnichannel approach that integrates email marketing with other marketing channels. Make sure call-to-action buttons are large and easily clickable on mobile devices. Following these best practices will help your email campaigns hit their KPIs. What’s the takeaway? Email marketing remains one the most effective ways to increase user engagement. It’s one of the more adaptable marketing channels that doesn’t need a lot of technical knowledge to implement while still providing measurable results. Beyond that, email marketing is budget-friendly while offering a high ROI. It’s easy to scale with your growing business, and automation makes it easier to serve personalized content to every audience segment. 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