In the world dominated by social media algorithms, TikTok dances, and endless scrolling, one might think that email is outdated, clunky, and irrelevant. Think again. Email marketing remains a critical channel for many businesses and organizations, and here's why it's not only surviving but thriving in 2023.
While your social media post may or may not appear in your follower's feed depending on the platform's current algorithm, an email will sit in their inbox until it’s opened, deleted, or archived. This provides a much higher likelihood of your message being seen. With email, you are not at the mercy of third-party algorithms. You control the message, the timing, and the recipient list.
The capabilities for email segmentation and targeting are incredibly advanced. You can customize your messages based on the recipient's behavior, location, or even the device they're using. This means you can tailor your message so it speaks directly to each individual, making it much more effective.
Studies consistently show that email has a higher conversion rate than other marketing channels, including social media. According to HubSpot, the average open rate for a business email is around 20-25%, and the click-through rate averages around 2-3%. While these numbers might look small, they are significantly better than what you usually get from social media engagement.
Compared to other forms of marketing like pay-per-click ads or billboards, email marketing is highly cost-effective. Most email marketing tools offer scalable pricing based on the number of contacts you have, making it accessible for even the smallest businesses. Given its higher conversion rates, the ROI for email marketing can be substantial.
Email marketing allows you to nurture relationships with your audience over time. Whether you're sending out a weekly newsletter, product updates, or special offers, you're continuously providing value to your customers, keeping your brand top-of-mind and fostering loyalty.
One of the most significant advantages of email marketing is its measurability. Most email marketing platforms offer detailed analytics that can help you understand your open rates, click-through rates, conversion rates, and even how much time someone spent reading your email. These insights are invaluable for adjusting your strategies and continually improving your email effectiveness.
Email marketing doesn't have to stand alone. It integrates well with other digital marketing channels. For example, you can share your latest blog posts, embed videos, or direct traffic to your social media channels all through your email campaigns. This cross-channel approach can help reinforce your brand message and encourage more engagement.
The final point is about the longevity of email itself. While social media platforms may come and go (remember MySpace?), email has been around for decades. It has evolved and adapted, sure, but it has stood the test of time. This suggests that investing in email marketing now will still pay dividends in the future.
Email marketing is far from dead; it’s alive, kicking, and more potent than ever. While it might seem antiquated in the age of TikTok and Instagram, the humble email retains numerous advantages that make it a crucial part of any robust marketing strategy. So if you're neglecting your email marketing, it might be time to give it the attention it deserves.