Email marketing has exploded over the past few years and will only continue to grow in the years to come. However, with this increased importance comes increased competition. That’s why it’s important to make sure you’re doing your best to optimize your email marketing campaigns to stay ahead of your competition in 2022 and beyond!
Key facts about email marketing
Before social networks and Google Ads, email marketing was THE channel to reach online audiences. And this is still the case today, as it remains vital for companies developing digital marketing campaigns.
The statistics prove it. While there are more than 4 billion daily email users, Statista says that number could climb to 4.6 billion by 2025. Compared to the 4.5 billion users of social networks, it is clear that the difference is not as big as one might think.
- The average email open rate is 19.8%;
- The average bounce rate for all industries is 9%;
- 26% of retail emails bounce significantly more than average;
- 45% of cart abandonment emails are opened, well above the typical email average;
- Abandoned cart tracking emails actually work. Sending three abandoned cart emails generates 69% more orders than just one email.
Email marketing is prevalent in small businesses. In 2021, 64% of small businesses used this marketing approach to reach their customers. It is estimated that the percentage of companies using it will increase even more each year.
6 types of email marketing
There are several types of emailing. These include:
- Welcome emails : they are used to engage users for the first time they interact with your brand;
- Cart abandonment emails : When users abandon their cart, a kind of reminder is sent;
- Re-engagement emails: These are emails in which you converse with users who don’t normally interact with your brand;
- Confirmation emails: These are the emails that we receive after performing a certain action, such as making a purchase;
- Educational emails : These include any type of email informing or educating readers about a particular issue or event;
- Special offers : They are used to inform users of any special discount on a product or service.
Why still use email marketing in 2022?
1. Create brand awareness
How can consumers learn more about your brand story? Your website and ads can help, but consistent email communications can improve your brand awareness. Create newsletters with intriguing subject lines and create interactive email content for your subscribers. From promotional campaigns to information campaigns, try to show them what you’re made of to ultimately steal their hearts. The more your customers connect with your brand assets like your logo or slogan, the more they will subconsciously think of you. And it can lead to an increase in your conversion rates as you go.
2. Increase sales and ROI
Today, it would be strange to miss out on email marketing when it is the marketing channel with the highest return on investment (ROI). Getting an average of 36 times what you invest means it should remain an integral part of most companies’ advertising strategy. So, if you want to increase your sales, you can create marketing campaigns with discounts, offers. It’s a winning method that can be extremely beneficial to you in the long run.
3. Retain your subscribers
Those who sign up for your newsletter show that they are particularly interested in your content. They want to hear more about your business, straight to their inbox! This means that your followers are those who have a special interest in your business, beyond your social media followers, for example. Therefore, they are more loyal to you.
4. Reduce costs
Compared to conventional marketing approaches, email is both cost effective and simple. To get started, you don’t need a huge budget to advertise, produce or print the ad. Therefore, it avoids the expense associated with hiring a digital and video production team for example. In emailing, all you have to do is hire a professional graphic designer if needed to create engaging visuals with great content, and you’re set.
5. Maintain customer relationships
Good emails aren’t just for direct sales. Sometimes all you want is to connect with your customers with relevant and inspiring content. This way, they will start to trust your brand more, which will gradually turn into customer loyalty. There are many ways to approach this such as personalized emails, giving buyers the feeling that you care about their needs.
6. Reach Users Through Multiple Devices
One of the great benefits of email marketing is that you can reach your target audience on different devices – smartphones, desktops and tablets. As an indication, more than 60% of Millennials check their emails via their phone three times a day. It is therefore a booming market for all marketers! And if you want to succeed in email marketing, it’s imperative that you stay current on email automation and technology.
7. Easy to design and implement
You can build and deploy an email marketing strategy in hours. That’s not to say it’s easy, but it’s relatively simple compared to other digital marketing strategies. And given the value of business email, there are many opportunities for success if you learn how to grow your audience and use your email effectively. This means that an investment in learning email will pay off later, making it an especially good idea if you’re starting a business on a shoestring budget or without outside funding.
8. Drive traffic to your website
With every email you send out to your subscribers, you have to link to your website somewhere. This way, there are more opportunities for them to visit, which overall helps drive more traffic to your site. Regular visits can then contribute to its credibility with Google. If people visit it and get interested in it, it can help improve its SEO.
9. Merge with other marketing channels seamlessly
One of the positive aspects of email is that you can seamlessly integrate it with various other social networks such as Facebook, Twitter, Instagram or even LinkedIn. For example, companies can put social platform icons in emails and ask readers to follow them. It is also possible to display a collage of Instagram posts in your emails to show a preview of your business Instagram profile. Alternatively, many marketers place “Pin it” options in emails so consumers can save images directly to their accounts.
10. Finally, people still and always use email… quite simply!
Although many people have been led to believe that email is dead, those who understand email marketing know that it’s not going anywhere anytime soon. Additionally, 83% of global consumers say they prefer email when receiving communications from businesses. So why is emailing so important? Because it works! There’s no need to reinvent your marketing strategy or rely on gimmicks if what you’re already doing is working. However, to truly succeed, you need to keep an eye on email marketing trends and implement strategies that will ensure success, in 2022 and beyond.
If you want to get the most out of your email marketing campaigns, you need to take a holistic approach to developing the right strategies. Fortunately, there are several emailing tools to optimize your marketing campaigns. As technology advances, new forms of communication and marketing will be introduced. It is our responsibility as digital marketers to continue to keep tabs on technological changes and apply this knowledge to our daily workflow.
Moreover, don’t hesitate to take a look at our Developing your business with webmarketing training to train you in web professions and create an effective digital strategy.