Email marketing is an electronic way where brands can directly reach out to customers. It is the most effective channel for any scale of business (Small /Medium /Large Enterprise). Email marketing strategy has strongly evolved after COVID-19. Let’s know why email marketing is important for business.
With Digital Transformation in the country from UPI to Government projects, Today from Aadhar Card to PAN card, from Bank Account to Credit Card, From Passport to Police verification everything is done via digital platforms.
Email Marketing has become a must-have marketing channel for brands to reach out to their users. With the advancement of Technology, the availability of cheaper Smartphones and High-end Internet-speed mailboxes is just a single click away from the end users.
Today, everyone is active on social media platforms like Facebook, Instagram, LinkedIn, and X and engaging with their Friends, colleagues, and Online connections, it’s important to have an Email ID to use these platforms. Email marketing is the best online channel in the marketing ecosystem and brands use this channel to engage, retain, and convert potential and loyal users with their customers.
Top 24 Reasons Why Email Marketing Is Important For Brands
1- Direct Reach to customers
Why Email Marketing is Important: Email marketing provides an opportunity to connect one-to-one with online and offline users. In 2024, we expect to see an average of over 361 billion emails sent per day. The number of emails sent every second exceeds 4 million. The average user has a minimum of 2 Email Accounts. People aged 35 and older spend an average of 4 hours using email.
2- User Base of Email
Why Email Marketing is Important: According to a study the user base of emails is 4.8 billion worldwide and increased by 3% from last year. It means the reachability of email marketing has a good opportunity compared to other channels. Email has been projected to be an estimated 4.73 billion email users in 2026.
3- Global Opportunities
Why Email Marketing is Important: By Email Marketing, businesses can explore the new markets. Email Marketing can break the geographical boundaries and connect with the global audience. For example, London based universities can target Southeast Asia students for the online course and seminars Or a Global Brand can easily expand the business globally as the users are available all around the world. The global value of email marketing continues to grow and has a 17 billion USD by 2026.
4- Connect with Individuals
Why Email marketing is Important: With the easy access of Smart Phones, people are available online and It’s important for brands to reach out to their customers at the right time, with right content via channel to the right Target Audience. In every device mobile, tablets, smart watch the user can access the mails. Since Email is mandatory while doing registration with the Topmost Apps, say Facebook, Instagram, Brand Website, Mobile App and more, Users are easily reachable and approachable one to one.
5- Essential Attributes
Why Email marketing is Important: Everything is now linked with the email address. Every brand uses the email as a primary or secondary attribute, and brands must engage with their users via email. Although other communication channels are available, such as SMS, WhatsApp, Notification, Voice, Rich Communication Services, True Caller, and more, Email Marketing is the most cost-effective, relevant and backbone of the user communication ecosystem.
6- Measurable and Trackable
Why Email Marketing is Important: Brands can generate analytics reports and check the performance metrics of any campaigns.
These metrics are below.
- Open Rates
- Click-through Rate (CTR)
- Click to open rate (CTOR)
- Conversation Rate
- Unsubscribe Rate
- Hard/Soft Bounce
- Spam Rate
- Conversion Rates
Based on the metrics mentioned above, brands can create the segment and execute the follow-up campaigns as per the business requirements.
7- Hyper Personalized Mail
Why Email marketing is Important: Based on customer behavior, habits, interests, and purchase history, the brand can send hyper-personalized mails to the customer. This kind of personal communication enhances the customer experience and boosts the performance and relevance of the Email Marketing campaigns.
8- Email Marketing Automation
Why Email Marketing is Important: Brands can set up Email automation as per the use journey and business requirement. Email marketing automation schedules the trigger-based emails in a particular timeframe and delivers the relevant information to a specific user without any human intervention.
Brands can set multiple logics at the back end to use the Email effectively. The more you customize the customer journey, the better you get the engagement.
9- Segmentation
Why Email Marketing is Important: Segregating the customer into multiple groups is the best practice for effective Email Marketing rather than sending Mass email campaigns. The segmentation can be based on multiple factors like purchase history, location, device preference, customer behavior, interests, engagement level, etc.
As per a study, segmented emails drive 30% more open rates and 50% more clicks compared to unsegmented campaigns. During a survey, 88% of users said they look more favourably on emails that are personally written for them.
10- Integration With Other Platforms
Why Email Marketing is Important: Email is not restricted to Marketing Campaigns. Brands can use Email API and set all their communication across all the Applications at the backend. From the Server level to the Website, every communication can be sent with API, SMTP, or webhook integration.
Implementation of email marketing solutions with other platforms gives leverage to the brands to achieve their marketing objectives. Here are a few common platforms.
- Customer Relationship Manager (CRM)
- E-commerce Platforms
- Website and Landing page builder
- Marketing Automation Platform
- Social media management platform
- Mobile Apps
- Lead Management System
11- Efficiency and Cost-Effective
Compared with the other communication channels Email Marketing is a more effective and low-cost investment. A study says that approx. 81% of small businesses use email marketing to acquire customers and 80% of them use it for retention purposes. Email Marketing has an average ROI of $42 for every $1 spent.
12- Scalability
Email Marketing is scalable at scale. Brands can connect with millions of users in hours. From a small-scale business with a small customer database to a large-scale business with millions of customer databases, Email is the most preferred channel. Brands can design the infra as per their expected volumes.
13- Brand Recognition
Sending relevant information to the customer inbox makes them more familiar with the brand. Brand Story, Testimonial, Product Videos, and Product reviews are one of the classical examples to build a brand recall. Email Marketing help brands to boost the customer lifetime value.
14- Deliverability
Why Email Marketing is Important: Deliverability is one of the most important aspects of email marketing. Today brands are sending millions of emails and it’s important to understand the probability of landing an inbox. What is the health of the IP? What is the health of the domain?
Do you know the reasons why the emails are landing to spam? What is the best day to send a campaign? What is the best time to send a campaign? Which segments are performing best? It’s important for brands to understand Gmail’s best practices and follow the same.
15- A/B Testing
Email marketing allows A/B testing to get confidence over data sets and Subject lines. It helps to decide what is working for the brand. With A/B testing a brand can experiment which data sets are working well for their brands.
16- Credibility
- Consistent and relevant email content builds the credibility of the brands.
- Educate the customer with your interactive content or blogs.
- Reach out to the customer testimonials or brands success stories.
- Shows the certification, achievements, team qualification so that customers have confidence and trust with the brand offering and services.
- Try to make two-way communication, immediate auto reply on customer’s mail for any concern or support
17- Improve Conversion Rate
The main purpose of Email Marketing is to engage with the customer and inspire them to make the purchase decision. It is possible by showing relevant content at the right time to the right set of users. In email Marketing, every click matters!
18- Sharing and Forwarding
Why Email Marketing is Important: Sharing is caring and a user can easily share or forward the emails. If any brand content/newsletter is relevant for any user, they would also like to share that content/newsletter with family or friends.
It’s just like the world of mouth in digital marketing. Brands can send referral code/discount in email marketing campaigns to customers which can be helpful to drive the sales too.
19- Increase Website Traffic
Why Email Marketing is Important: Email marketing helps brands to increase website traffic, brands can send campaign mails to specific Target audiences with interested products with CTA.
Brands can customize and personalize the CTA to a particular segment say, dormant users, active users, and loyal users.
20- No Limitations
In Email Marketing, there is no limitation to no. of characters. Brands can send multiple images, and multiple CTA which help brands to share more information in a single creative.
21- Versatile
Why Email Marketing is Important: Email Marketing is not only a set of images or text but now brands can use AMP mails to interact with their customers.
AMP is an Accelerated Mobile Page which gives an application-like experience to the customer within the Email. Brands can add emojis to the email content. Emails with emojis in their subject line have a 39% open rate on average.
22- Innovative
Why Email Marketing is Important: Email Marketing is an innovative channel as the brand can add gamification like Spin and Win, Timer based campaigns, Add videos for brand awareness and brand building campaigns.
The word video on the email subject line increases the open rate by 19% and the click-through rate by 65%. Also, it decreases unsubscribes by 26%.
23- Quality Leads
Why Email Marketing is Important: Email Marketing can help with quality leads as we are targeting the users one to one and there is a high probability users can show their interest as per the requirements, 89% of marketers use email as the primary channel for generating leads.
24- Collecting Feedback
Why Email Marketing is Important: Every Business and Human wants to improve every day. Customers are the real Teachers as they can share their feedback, emotions, feelings, and experiences with the brand. Checking email is also a complementary activity.
People do it while watching TV, at Bedtime, Early Morning at Teatime during Transit, and on vacations.
Did you know the worldwide number of email users in 1997 was 55 million only and today it’s 4 billion ++. As the email marketing landscape evolves, EnR will be here with thoughtful and timely predictions to keep you prepared for the future.
Do you want to know more about the impact of Gmail Guidelines? Do you want to learn more about the best practices?
We are happy to do one-on-one sessions with your email marketing team. Please Visit www.enrcloud.com or reach out to hello@enrcloud.com to connect with our Email Domain Expert.
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
