One of the biggest mistakes most marketers make nowadays is thinking email marketing is dead. Many marketers today drop the email marketing scheme to go with social media. Come to think of it; social media look much sexier than email. But, is a social media post as useful as an email? Before we answer that question, let's state a well-known fact. It is easier to send a friend request on Facebook than to collect an email online. But believe me, email marketing is thrice as worth it as social media marketing. So, what is email marketing?
Email marketing is the targeting of customers through emails. Every email sent to potential customers can be considered as email marketing. Email marketing involves sending a promotional email or an ad to a subscriber via his or her email address. A lot of organizations today use email marketing. Even more, bloggers do use email marketing today than ever before. For example, have you ever browsed through a website and see fields where you are asked to submit your name and email to get a free eBook or update? That is a front part of email marketing.
Most bloggers use email marketing because it enhances the customer experience. With a well-targeted email list, you can reach established customers and prospective ones too. Any given subscriber will be informed better and more easily via email. The email will have greater visibility than a Facebook post. The Facebook post will be drowned in a stream of content in the minutes following its posting.
Do You Need Email Marketing?
If you want to improve your customers' or readers' experience, then you need email marketing. Forget about the glamour and the flashy of social media marketing. We are talking about efficiency here. We are talking about greater engagement. Greater reach. Higher click-through rate and more. As many experienced marketers say, "the money is in the list." Some even say, "your net worth depends on your network." In the following lines, I will explain the advantages of email marketing. In these explanations, I will use statistics. The sites which produced those stats will be mentioned at the end of this article. So, let's get into the advantages of using email marketing.
Did you know that in 2013, there were about 3.2 billion email accounts created in the world? 95% of online consumers use an email address. The most interesting fact is; 91% of those consumers check their email accounts at least once a day. Today, we browse more with our phones than our computers. As a result, we are more easily notified when we receive emails. Our phones place the notifications right in front of our eyes.
Today, it is easier to check to an email than a Facebook or Twitter post. This is because when we post content, so does a million other people. As a result, finding one particular post, you liked three weeks ago can be the most daunting task.
Before I explain this part in more detail, let's get some impressive numbers. In the first half of 2013, research conducted using emails as a marketing channel revealed some staggering facts. The one that stands out the most is this; 18% of the emails sent during a campaign never reach their destinations. 4% of the sent emails are sent into the spam folder. That makes 22% of the sent emails do not reach the intended receiver.
On the other hand, 78% of the emails sent during an email campaign reach their destination. Think of it this way, If you send 1000 emails, 780 emails will reach their destination. In addition to that, 91% of the receivers check their emails daily. This means, about 709 receivers will see your email. This is an excellent efficiency, as less than 30% of the emails sent are lost.
Now, let's compare these numbers with those of a Facebook campaign carried out in the same way. This revealed that 74% of the Facebook posts are lost within the significant stream of content. That is a problem. That means, per thousand Facebook posts, 740 are lost in the stream of content. That leaves us with 260 posts seen by our target readers.
Another bad thing is, everyone who sees your content will not click through. Less than half will do. That leaves us with less than 130 people who are genuinely interested in our offers.
In the previous point, we talked about what percentage of people who see and may like your posts and mails. Now let's talk about people who complete the actions and do what you want them to do. Let's say clicking on a link. This link may take them to a landing page or a website.
Click-through rate is the percentage of people that receive your message and click on it. The click-through rate of a tweet is 0.5 percent as opposed to 3% for an email. These numbers look small at first. But, this means that people click six times more on an email link than on a tweeted link.
Let's keep on using our example of 1000 emails and 1000 social media posts. A 0.5% click-through rate means per thousand, five people will click on your link. This is for social media. Sometimes the click-through rates are higher, but those are particular cases. The numbers we use here are the average ones.
A 3% click-through rate with emails means 30 clicks per thousand. That is the best click-through rate you will obtain on average. The numbers are not astounding, but adequate numbers are not always staggering. The difference is such because, when people give you their email addresses, they want to hear more from you.
Your Readers Want It This Way
Most people use social media to communicate with friends first. Seldom are they used to receive business news and reviews. There are specialized websites for that. 77% of the users during a survey online said they prefer to receive promotional messages in their emails. 4% said they prefer these messages on social media. This speaks to the fact that by submitting an email, people are giving you a business meeting location.
Emails Are Private
It is easier for a reader to express his problems in private than in the open. Everybody is not comfortable when it comes to showing their shortcomings in public. When a user wishes to express his struggles, and he can't meet with you, what does he do? He writes you an email. This way, he can tell you everything. You can answer accurately to him.
You want to use emails if it is going to boost your online presence. Also, this is for you if it is going to enhance the reader experience. Setting up an email marketing campaign is not really expensive. We are talking about 6$ to 20$ per month. Some services like MailChimp even offer free services for your first 2000 subscribers.
Email marketing is not dead. If anything, it kills that silence between your audience and you. If you want to know more about how you could better engage your audience today. Sign up for a free account here.