When the Internet was new to consumers, everyone loved email. One of the best parts of logging onto AOL was the knowledge that after minutes of agonizing squeals, you’d be treated to that wonderful phrase, “You’ve Got Mail!”
But after a couple decades of Nigerian prince schemes and mountains of undisputed scam, how do people feel about email now? Is it still a worthwhile tactic for small-business owners and marketers to pursue?
The simple answer is yes. But you came here to learn, so here are the Top 5 research-backed reasons email marketing services is vital for businesses of all sizes:
1. Email is an easy way to reach mobile customers
One reason email marketing has value for business owners is that it’s an easy way to start reaching consumers on mobile without investing a lot in new technology or software. According to an April report from Pew Research Center, 52 percent of US cellphone owners access their emails from their phones. Bulk email marketing also works with other mobile devices. In July, Forester Research released a study that found 42 percent of retailers’ email messages were opened by consumers on their smartphones and 17 percent were opened on tablets. This means that nearly three out of every five email marketing messages double as a mobile marketing message.
2. it’s an effective way to keep customers informed
Email marketing isn’t something marketers do just because they can and it’s easy. The tactic is very effective in helping business owners and consumers stay connected. In fact, consumers often seek out email marketing campaigns from their favorite brands and local stores. This goes beyond coupons (which we’ll discuss next). Nielsen reported that 28 percent of US online shoppers subscribe to store or product emails in order to stay informed. There is a real value to staying connected to customers and email marketing makes that easy to do.
3. Email coupons drive online and in-store sales
Effective email marketing is a good way to start reaching the growing number of online bargain hunters. The big brands are already using this tactic for that purpose. BIA/Kelsey reports that 36.6 percent of national businesses use email marketing for local promotions.
4. it’s easy to customize and integrate into other marketing tactics
The versatility of email marketing is another reason marketers should keep the tactic in their marketing toolbox. Depending on the depth of the email database and the skill of the crafter, email marketing messages can range from simple to very complex. Emails can be personalized to include the name of the user and even more. A small study of 139 marketers from Retention Science found that websites use several kinds of personalization tactics that can easily be applied to email. Email marketing can also be utilized with just about any other marketing tactic, which makes email an important part of an integrated marketing campaign.
5. Email marketing is inexpensive
To sum up, the best reason to use email marketing: It’s easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of pennies per message. For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail. You don’t have to take my word for it. A joint study from Shop.org and Forrester Research found that 85 percent of US retailers consider email marketing one of the most effective customer acquisition tactics.
See Also: Email Marketing Service Provider