Email marketing is the process of sending promotional emails to people on your contact list. You know those newsletters you get from your favourite watch brand or the “new sale!” emails your online grocer sends? Yep, both are examples of email marketing.
Back in 2022, we said this kind of marketing would be even more important after Google axed third-party cookies. You can read more about that here, but in short, we found that that it’s one of the best ways to use your own customer data.
Fast forward to now and we get people asking, “Is email marketing still effective in 2024?”
And you know what? Yes, it is! Email marketing remains one of the most effective ways to use contacts you own without relying on others. It’s a source of traffic and leads that can’t be affected by things like Google updates.
So, if your business isn’t doing email marketing yet, here are some reasons why it should be!
The BIG Benefits: Why do email marketing in 2024?
1. It’s very cost-effective, with high ROI
This is easily one of the biggest benefits of email marketing! It’s so cost-effective that it’s often the highest-ROI marketing strategy, especially for small businesses.
Campaign Monitor calculated an ROI of $38 per dollar spent in 2015, then $44 in 2016. The DMA UK put it at £42 (around $53) in 2019. Even if we leap to 2023, most marketers being polled said ROI for it was still improving compared to the previous year.
For comparison, PPC or pay-per-click ads can be high-ROI too but rarely come close: the average ROI on PPC is about $2 per dollar spent.
2. It lets you put out targeted messaging
We’ve talked before about knowing your target audience and their journeys as customers. With email marketing, you have a direct line to them and now have a perfect chance to move them down your funnel!
To do this, segment your subscriber base. Figure out which of your subscribers is at which part of your marketing funnel.
Depending on how you’ve structured your funnel, the stages can be different. If you’re using the RACE planning model (explained here), for instance, those could be as follows:
If you’re using AIDA, though (explained here), they’d be like this:
Take some time to figure out which segments of your contact lists are at each stage. From there, you can send the most fitting message to usher each group along to the next part of the funnel. You’ll basically have the power to send them the right message at the right time!
3. It can send more traffic to your website
A lot of email marketing is designed to send the customer to the business’s website. Whether that’s to a special landing page or straight to the company’s online shop, it’s still traffic either way!
And that traffic can not only lead to conversions. In some cases, it can lead to visitors browsing and checking out your other offerings.
This can also feed into your site’s organic traffic metrics – and while that’s not guaranteed to help with your rankings, it certainly can’t hurt your SEO.
4. It integrates beautifully with other channels
One of the top benefits of email marketing for small businesses is that it can easily support many of your other marketing efforts without much added cost.
Trying to build your brand’s presence on social media? Send emails promoting your social media posts or YouTube videos. That can even result in platforms boosting them in turn as they see your subscribers’ views as organic traffic.
Stoking interest in your offerings with a content marketing campaign? Send your contacts previews of each article you post to tempt them into reading the whole piece on your site.
Want to enhance your Google and Meta ad campaigns with better ad targeting? Upload your email list as a custom audience.
As you can see, there’s no end to the things you can do with email marketing!
5. It’s a great way to engage with customers
Email marketing lets you engage with customers in so many ways: from ensuring your brand remains top-of-mind for them to encouraging repurchase, it’s amazingly flexible.
Depending on your business, you can craft emails for various purposes. If you’re a fashion or retail brand, for instance, this is a good way to keep customers updated on your seasonal collections. It can even be a good way to ask for customer opinions or product suggestions.
You can also set up drip campaigns for cart recovery emails! This way, some of the customers who abandoned their carts before completing purchases just might return to complete their purchases.
Let us help you set up your email marketing
So now you see why email marketing can be such a useful tool for small businesses. Between its huge average ROI and versatility, it’s pretty much a given if you want to stay competitive in today’s landscape.
If you need help setting it up or figuring out what email marketing approach would work best for your purposes, reach out to us!
We can share what might work best in your case and what sort of email marketing campaigns you can consider using. Contact us for a chat about your digital marketing needs today!
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