Why email marketing is the most underrated form of digital marketing

It is 2018 and marketers are looking for groundbreaking ways to reach the audiences. In this struggle, the older forms of marketing are considered synonymous with ‘obsolete.’

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Email is one such channel that does not get enough attention from marketers. “Email continues to be part of everyday life across all age groups, with consumers hanging out in their inboxes all day long,” says Ryan Phelan, VP Marketing Insights, at Adestra.
Millennials and business owners still use emails to receive important business emails, thus, conforming to one of the oldest and most respectable forms of communication online. Marketers can unlock greater benefits from email marketing if they design campaigns to cater to the right consumer at the right time.
Email is something we all turn back to, be it for opening a new social media account or sending a book draft to a publisher. In fact, 59 percent of B2B marketers regard email as the most effective channel for revenue generation.
Let’s show you some reasons why email marketing is still a good idea:

Email newsletters:

If there is one thing that should build your trust in the effectiveness of email, it is an email newsletter. The growing need to push more and more content has driven companies to use newsletters as a spam tactic, but that is not the case with everyone.
If a person subscribes to your email newsletter, it may not be to purchase something. If you get more subscribers, that means you have successfully convinced people of your credibility on your website. These people want to know more about you and your work, and that is how you should nurture them into leads.
If you create newsletters that are oozing with pushy sales tactics, you will lose subscribers in no time. Make these regular newsletters an opportunity to know your subscribers and their interest in your brand.
When done correctly, newsletter marketing can be fun to read.

Larger reach:

Marketers are bent on the idea that social media is the best way to reach more customers. However, did you know that emails have more reach than your average social medium?
Facebook may boast its 1 billion active users, and Twitter around 255 million, but when you look at email statistics, you will find that the total number of email accounts were projected to grow 4.9 billion by last year.
Think about your behavior when you interact online. Signing up for almost every other thing on the internet requires an email ID. You will get regular emails by Facebook and Twitter when someone comments on your photos and retweets your tweets. The effectiveness of this medium can be calculated when you set up the correct sales metrics to analyze the growth of your email campaign in a period.
When a channel of communication has such a vast reach, marketers should not look elsewhere to deliver messages to the target audience.

More conversions:

The basic goal of marketing is to drive more conversions. The stakeholders want to know the ROI if they invest in the form of marketing, and you must have the right tools to convince them about it. When it comes to conversions, email is your best bet.
If you design an email marketing campaign, the average click-through rate will be around 3 percent, while the average click-through rate on a tweet will be 0.5 percent. It simply means that when you design an email campaign, there are 6x chances of that mail being opened, compared to the same campaign for Twitter.
If you have email subscribers, it automatically means that people want to hear from you. It is not the same as social media. Social media users don’t always buy something, and half of the time your conversation is missed because of the time difference between posts and user active hours.

Better customer relationships:

Effective email marketing campaigns can create better customer relationships. With useful information and the latest news, the email can become a messenger everyone waits to meet. If the emails are engaging, you can draw the users and make them take action as per your design.
Customers feel connected to a brand that takes into account their needs and speaks to them. You don’t want to bombard your subscribers with an information overload that does not result in anything. When you have the email address of a potential customer, you can reach out to them whenever you want and solve their problems. Customers write back to a brand if they had found help and guidance when they needed it the most.
According to a study, customers keep checking their emails throughout the day. It means that if you are not utilizing the opportunity to write them a catchy email, you are missing out on conversion and relationship building opportunities.
However, you don’t want to send emails so frequently that the user is bound to put you in the spam folder. Use event-triggered emails or automated messages through segmentation that can get the message across at the right time. Always end your emails with a professional email signature and put your social media links in there to drive users to your active social accounts.

Emails are action-oriented:

Emails are the type of messages that urge people to respond. People reply, forward or click on an item in the email, which is called a response in marketing terms. This gives you an edge over competitors who may be putting their subscribers in information overload. Make people take action by putting cleverly calculated calls to action in the email.
Don’t be afraid to decorate your email message with more than one call to action. Emails are generally an action-oriented medium, and you can avail the great opportunity of convincing people to click-through or reply by designing compelling content.
Marketing is turning into a field where people disregard old tactics in search of new ones. New technology pushes previous technologies over the edge, but it can’t happen with good old email. Newer should not be synonymous with good, and older should not be considered bad. Emails have been around for a while, but the medium is constantly evolving, and marketers can still use it as a medium to gain more conversions.