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One of the earliest forms of digital marketing that businesses adopted was email marketing. Many marketing teams see the age-old practice as an outdated strategy, but why?
According to business specialists from revenue-based financing firm Everest Business Funding, email marketing is far from its curtain call and is very much still an effective marketing strategy. In fact, email marketing is presently considered an essential part of a brand’s marketing strategy. Everest Business Funding goes into greater detail about why businesses should not forget about email marketing or write it off yet.
Email Marketing Isn’t Dead
According to HubSpot, a very large percentage of people check their email every day; 99% percent, to be exact. That fact alone should make email marketing a must-use strategy for any business’ marketing team. However, the rumor that email marking is dead comes from not-so-shocking email marketing ROI.
There is an obvious gap between consumer and brand connection when an email marketing campaign is launched, yet returns little to no success. If so many people are checking their email daily, why the lack of triumph?
Solving the mystery of why consumers choose to ‘open this email but not that one’ comes down to not the marketing channel but rather message delivery. As all marketing strategies require, knowing a target audience is key to delivering the right and valuable information through a brand that will lead email checkers to decide that this brand’s email is worth my time.
Successful email marketing has adapted to the times, leaving behind a few outdated marketing practices that are another piece to blame for the rumor of email marketing’s funeral. Email marketing moves businesses want to avoid ignoring is user experience, impersonal email address lines, not tracking metrics, and violating GDPR, otherwise known as General Data Protection Regulations.
Why Email Marketing is an Essential Part of a Brand’s Marketing Strategy
The power of email is not something a marketing team should ignore. Email marketing is still relevant, important, and packed with many benefits making it an essential part of a brand’s marketing strategy. Since connecting with consumers stands at the front of marketing success, emails deliver just that by boosting customer engagement and retention. When an email hits home for a target audience, the consumer’s engagement with the brand fuels more chances for connection between the brand and the consumer.
Emails can also drive a customer in the direction the business needs most, such as sign-ups, purchases, website traffic, or any type of call to action. Compared to other marketing platforms, humans are more likely prone to engage with an email in some way, whether to reply, forward, delete, click a link, or move to a folder. Also, due to consumers’ continuous and frequent engagement with emails daily through a mobile device, businesses have a higher chance of reaching customers in the present or in real time.
Infusing email marketing into any marketing plan, regardless of business size, is cost-productive and affordable- just another reason why a wise marketing team would avoid kicking it to the curb.
About Everest Business Funding
Everest Business Funding provides alternative finance options and revenue-based funding to small business owners. They serve a diverse pool of businesses, from healthcare to retail, to help them obtain working capital to grow, buy inventory, launch marketing campaigns, or hire staff. Everest Business Funding’s clients are treated with respect and receive high-quality guidance and service from its professionals.
