Does email marketing still matter, and why?

Digital marketing strategies are always evolving with the ever-changing technological landscape. One question that seems to emerge each year is whether email marketing still matters, and whether it’s relevant in 2024 and beyond.

The short answer is “yes”. It’s still relevant and it still works. In fact, it’s one of the most effective forms of digital marketing and this article highlights the reasons why email marketing should remain an integral part of your marketing strategy.

Very targeted reach

Although other forms of online marketing, such as Google and Facebook Ads, can be targeted to a degree, that targeting is not as accurate and specific as what you can achieve with email. Demographics can be targeted. Behaviour can be targeted. Interests can be targeted. This enables businesses to tailor their email campaigns towards a very specific audience, leading to higher click through and response rates. With such a targeted reach, your email can be sent to the right people at the right time.

Email has high open and click through rates

Email marketing has enjoyed some of the highest open and click through rates of any marketing channel for many years now, and that fact remains the same today. For example, Mailchimp released a benchmarking report recently stating that the average open rate is 20% and the click through rate is 3%. While these figures may not sound high at first glance, these rates are considerably higher than social media or display advertising. The main reason being is the ability to accurately target your audience, as mentioned above.

You have a direct line of communication with your audience

Essentially, you have a direct line of communication with your audience through email. This allows you to reach subscribers directly in their inbox. Unlike social media platforms or search engines, where algorithms dictate visibility, email enables you to deliver your message directly to the recipient. This also cultivates a sense of trust, enabling you to easily engage with your subscribers on a more personal level.

Impressive return on investment

Such a positive ROI is one of the most compelling reasons to adopt or continue with email marketing campaigns. Email marketing consistently delivers one of the highest ROIs of any digital marketing channel. Running email campaigns is also a very low cost endeavour. Combine this with the ability to generate significant revenue and email marketing stands head and shoulders above the competition as a cost-effective marketing strategy.

Measurable results

You can very easily track and measure the results of your campaigns with email marketing. At a glance, you’ll be able to determine just how many people opened your email, how many subscribers clicked through on a link, and even how many people made a purchase. Armed with this type of powerful data, you can then optimise future email campaigns for even more impressive results. By continuously refining your email marketing strategy based on real-time data, you can maximise effectiveness over time

Integration with multi-channel marketing

Email marketing both complements and integrates seamlessly with other forms of marketing, allowing for a cohesive approach to marketing campaigns. When combined with advertising, social media, content marketing and more, email marketing is the linchpin that ties together various touch points. You can create holistic marketing strategies that engage audiences at every stage of the funnel and drive meaningful interactions.

Email marketing builds relationships

Over time, with the power of email marketing, you can foster strong relationships with your target audience. Every time you send out targeted and relevant content, your business and brand will remain at the forefront of your subscriber’s minds, keeping them continuously engaged.

Nearly everyone uses email

Almost everyone has an email account these days that’s used regularly for all sorts of different correspondence. According to a recent Hubspot survey, more than 90% of consumers use email. It would be crazy not to take advantage of this massive pool of potential subscribers and customers.

Wrapping up

Email marketing continues to be an invaluable tool for any business seeking to connect with their audience, drive engagement and achieve their marketing objectives while enjoying a high ROI.

Discuss your marketing strategies with the experts at MintTwist. No matter which marketing channel you prefer, we’ll make sure your campaigns excel and exceed expectations, so contact us today.