It seems so trivial…so unimportant in the grand scheme of things. But in reality, email marketing is one of the most cost-effective and scalable channels to acquire and retain customers.
The Power & Scale of Email
Email is one of the most powerful marketing channels a brand can leverage to engage with their audience. Current data shows email converts better than social media, direct mail, and SMS. And it’s not going anywhere.
The proof is in the numbers:
- There are an estimated 4.3 billion email addresses worldwide, averaging just over 2 email accounts per person. That means about 2 billion people use email globally.
- Email is 40x more effective than Facebook and Twitter when it comes to acquiring new customers.
- Approximately 72% of customers prefer for brands to contact them via email.
An Owned Audience
The most successful long-term brands are the ones that own their audience…and it spoke very clear to us in the analytics across the clients we have worked with. Email is one of the only channels (if not only channel) where you actually own your audience. Think about it…we don’t really own our other acquisition channels, especially across paid channels. Plus, there’s no greater control over your brand, your message and your CTA as there is within email.
Social media is a necessity as well, and is part of our overall growth stack and growth strategy. Especially if you are starting without an audience, social growth is a necessary channel. This being said, there have been far too many times where brands pump money into social media, only to have their reach limited or worse, accounts banned, blocked, or hacked. We’ve all seen firsthand that Facebook is not afraid to change things up without any prior notice or hints. (We’re referring to Facebook severely limiting the organic reach of brand pages. Now to reach your “own” Facebook followers (page likes), you have to spend money boosting the post.)
Instead we see social media as a vehicle to drive traffic to your website to ultimately acquire these visitors email addresses. Email isn’t going anywhere, anytime soon. It’s really the only channel that you can communicate directly with your customers without any intermediary affecting or limiting that communication. Or worse, making you pay more money to reach that same user.
Almost 40% of people say they subscribe to a brands email list because they want to receive special offers.
This is why we’re so bullish on email marketing.
Email marketing is the perfect vehicle to build value and engage with current customers and potential customers.
We see the people on your email list as your VIPs. These are the folks who have “opted in” to hearing from you.
As documented by MarketingSherpa, 1/3 of e-commerce brands traffic is from returning visitors. Can you guess the top source of traffic? Email!
As we’ve been saying, your email list is one of your best channels for driving consistent, repeat traffic to your website. As such, it’s one of the best ways to drive that first order from someone as well as drive continuous repeat orders.
Interested in our email marketing services? As one of the top email marketing agencies, we’re uniquely qualified to help you starting driving more revenue from your email channel. Let’s talk!