Email Marketing: Want To Triple Your Return On Investment?
One of the biggest mistakes most marketers make today is thinking that email marketing is dead. Currently, many marketers are abandoning the email marketing scheme to go with social media. Now that I think about it, social media looks way sexier than email. But is a social media post really as effective as an email? Before we answer that question, let’s establish a well-known fact. It’s easier to send a friend request on Facebook than it is to collect an email online. But trust me, email marketing is worth three times more than social media marketing. So what is email marketing?
Email marketing is the target of customers through emails. All emails sent to potential customers can be considered email marketing. Email marketing involves sending a promotional email or advertisement to a subscriber. Through your email address. Today, many organizations use email marketing. Even more bloggers use email marketing today. For example, have you ever been browsing a website and see a field asking you to submit your name and email for an e-book or free update? That’s the front end of email marketing.
Most bloggers use email marketing because it improves the customer experience. With a well-targeted email list, you can reach established and potential customers as well. Any subscriber will be better and more easily informed by email. The email will have higher visibility than a Facebook post. The Facebook post will be drowned in a stream of content within minutes of its posting.
Do you really need email marketing?
If you want to improve the experience of your customers or readers, then you need email marketing. Forget the glamor and flashiness of social media marketing. We are talking about efficiency here. We are talking about a greater commitment. Greater reach. Higher click-through rate and more. As many experienced marketers say, “the money is in the list.” Some even say that “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 that produced those statistics will be mentioned at the end of this article. So, let’s look at the advantages of using email marketing:
Did you know that around 3.2 billion email accounts were created in the world in 2013? 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 surf more with our phones than with our computers. As a result, we are more easily notified when we receive emails. Our phones put notifications right in front of our eyes.
Today, it is easier to check an email than a Facebook or Twitter post. This is because when we post content, so do a million more people. As a result, finding a particular post that you liked 3 weeks ago can be the most daunting task.
Before explaining this part in more detail, let’s get some interesting numbers. In the first half of 2013, research conducted using emails as a marketing channel revealed some astonishing facts. The one that stands out the most is this; 18% of emails sent during a campaign never reach their destination. 4% of sent emails are sent to the spam folder. That means that 22% of the emails sent do not reach the intended recipient.
On the other hand, 78% of emails sent during an email campaign actually reach their destination. Think of it this way: if you send 1000 emails, 780 emails will reach their destination. On top of that, 91% of recipients check their emails on a daily basis. This means that around 709 recipients will see your email. This is a great efficiency, as less than 30% of sent emails are lost.
Now, let’s compare these numbers with those of a Facebook campaign run in the same way. This revealed that 74% of Facebook posts are actually lost within the large content stream. That is a problem. That means that for every 1,000 Facebook posts, 740 are lost in the content stream. That leaves us with 260 posts viewed by our target readers. Another bad thing is that everyone who sees your content will not click on it. Actually, less than half will do. That leaves us with less than 130 people who are really interested in our offers.
In the previous point, we talked about the percentage of people who see and can like your posts and emails. Now let’s talk about the people who actually complete the actions and do what you want them to do. Let’s say you click on a link. This link can take them to a landing page or a website.
Click-through rate is the percentage of people who receive your message and actually click on it. The click-through rate for a tweet is 0.5 percent compared to 3% for an email. These numbers seem small at first. But this means that people click 6 times more on an email link than on a tweeted link.
Let’s continue using our example of 1000 emails and 1000 social media posts. A click-through rate of 0.5% means that for every thousand, 5 people will actually click on your link. This is for social media. Sometimes click-through rates are higher, but those are particular cases. The numbers we use here are averages.
A 3% click-through rate with emails means 30 clicks per thousand. That is the best click-through rate you will get on average. The numbers are not staggering, but efficient numbers are not always staggering. The difference is such because when people give you their email addresses, they actually want to hear more from you.
Your readers want it this way:
Most people use social media to communicate with their friends first. They are rarely used to receive business news and reviews. There are specialized websites for that. 77% of users during an online survey said that 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 sending an email, people are literally providing you with a place for business meetings.
Emails are private:
It is easier for a reader to express their problems in private than in public. Everyone is not comfortable when it comes to openly expressing their flaws. When a user wants to express their struggles and cannot meet with you, what do they do? He writes you an email. This way, it can tell you everything. You can respond specifically to him.
Soon I will create a page where I post user-requested content. Every weekend.
Email marketing and newsletters
You want to use emails if you want to show off your online presence. Also, this is for you if you want to improve 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 their first 2,000 subscribers.
Email marketing is not dead. If anything, kill that silence between you and your subscribers. In an upcoming post, I will talk about how to build an email list. Thank you for reading. Let’s talk soon guys.