Email marketing the ZOMBIE of digital marketing

Published: Saturday, July 30th, 2016

So social media killed email and therefore email marketing? Well if it did email marketing crawled out of the grave, brushed itself off and joined the walking dead, scaring the bejesus out of all those that have ignored email as a marketing tool. Those that tell us, that with the rise of messaging apps like Facebook Messenger, WhatsApp and Snapchat, we no longer need email marketing in our tool box well, they are simply WRONG. The fact is email is growing with a global number of email accounts predicted to rise to 4.9 billion by the end of 2017, including over a billion business email accounts.

The message could not be clearer email marketing, when executed correctly, is still a powerful digital marketing tool that can help you nurture new leads, convert them into sales and retain more customers who add real long-term value to your business. Lets look at 5 reasons why email marketing can NOT be ignored.

Email gets to more people – delivery rate

Lets start with organic reach, the amount of people who receive or see, but not necessarily read, your marketing message. Not everyone that ‘like’ your facebook page or ‘follow’ you on twitter actually see your posts or tweets. Both companies apply algorithms to their feeds in an attempt to limit the posts or tweets that reach users to only those, it feels, matches their true interest. So how many people can you expect to reach? Well for 2015 the average reach for facebook posts ranged from 2.6% to 22% depending on the amount of likes you have on your page. As for twitter, they claim that ‘brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base’. Now how does email compare, well on average a well executed email marketing campaign can expect a 90% reach or delivery rate. Obviously this is a huge win for email marketing and we are only getting started here.

Digital Marketing Reach and Deliver Rate - Email Marketing Galway


More people open email – open rate

Ok, so its all well and good having your emails in the inbox of 90% of your mailing list but have they actually opened the email and read your message? According to Mailchimp, called ‘The Most Popular And Most Capable Email Marketing Service’ by pc mag, the average open rate across all industries is between 20-22%. While it is difficult to find the social media equivalent to email open rate we can compare it to certain engagements including expanding the box to view more of the post. With these engagements, we have found that facebook can reach an average of 12%, half of what is possible with email marketing. Email is looking better and better and we are not finished yet.

More people take action – click through rate (CTR)

Every post, tweet or email should be asking the recipient to take some action. One of the common actions looked for is to click on a link, bringing the recipient to your blog or website. The percentage of those that open your email and click on the link is known simply as your click through rate (CTR). I think you know by now where I am going with this and yes email holds the accolade of having a significant higher CTR than facebook and twitter. Across all industries email achieves an average of 3% CTR leaving both facebook and twitter eating dust with 2.09% CTR and 1.6% CTR respectively. I think you will agree, this digital marketing zombie is doing very well for itself so far.

Digital Marketing Click Through Rate - Email Marketing Galway


More bang for your Euro – return on investment (ROI)

Some may politely say that the reach, open rate and click through rates are purely vanity metrics and maybe not so politely simply a load of zombie excrement. Where is the real meat to this story, does email actually give us a better return on our investment? Again, no surprises here, the answer is a big YES email marketing does just that. According to venturebeat, a leading source for news & perspective on tech innovation, for every $1 invested in a successful email marketing campaign you should expect a return of $38 while social media offers a mere $13 return on every $1 investment. I know, email marketing just got a lot more attractive.

Email marketing Galway return on investment


Holding on to customers – customer retention

Converting subscribers into first-time customers is a real achievement and you can be proud of that, but don’t break out the champagne just yet! You want to hold on to these customers right? Repeat sales are what every successful business thrives on and with the right commitment, email can play an integral part of your long-term sales strategy. Research by Gigaom showed that 56% of respondents said that email marketing was the most effected channel for customer retention with social media coming in significantly lower at 37%.

Digital Marketing Galway Customer Retention - Email Marketing Galway


Key takeaways

Email marketing beats social media hands down, it produces a wider reach, higher conversions and a larger return on investment. But like everything, an email marketing campaign can only reach its fullest potential when it is well design, developed and executed. There are many tricks a good email marketer will always use to increase the success of the campaign, like writing an effective subject line, personalizing the email with the recipients name when possible and having a professional web design with creative landing pages to increase conversion. We at Digitaledge have seen our open rates increase to 37% and our conversion rates increase to 6% by implementing some of these simple but very effective methods. Look out for our next blog where we will look at some of the best ways to implement your email marketing campaign.

What to do next

Before embarking on your first email marketing campaign – or if you need advice on a current campaign – it’s vital that you consult with experienced email marketers in order to develop the right strategy for your business. Digitaledge provide email marketing services for our clients so call or email us today and let’s get you started.

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