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Why email marketing is effective

11/07/2017
Why email marketing is effective

The frequently asked questions in every digital industry are “Where to invest?”, “Which digital channel will give better return on investment (ROI) results?” or “How will a campaign be successful?”

Well-experienced marketers can agree that one of the more effective digital channels is email marketing. Based on subscriber lists and market segments, email marketing ranks highly, alongside search engine marketing. Although email marketing is effective, some key value points are often overlooked and result in key performance indicators (KPI) being missed out on. It is common for marketers to avoid using this tried and tested digital marketing channel, which can increase the number of brand ambassadors and ROI.

For email marketing to be a successful digital campaign, emails need to be synchronised with other digital channels such as search, social or display network advertisement. Another common mistake is sending out emails without having properly defined goals and strategy.

Here are four interesting reasons why email marketing is so effective and why it should be considered as integral to a holistic strategy for digital marketing.

1.    Personalised emails

According to inbound marketing software HubSpot, personalised emails with click through actions (CTA) provide 42% higher conversion rate than generic emails. That is the reason why personalisation, sending friendly and engaging emails, brings better business result.  Below is a graph, which illustrates the ROI from different digital and traditional channels.

image to highlight article

Image source www.campaignmonitor.com

 

2.    Email marketing is cost efficient and provides excellent ROI

According to different sources and marketing clouds, an average of $1 spent on email marketing will bring $40 back. Of course, it depends on what product or service is there to be offered - but this average number is relatively high and pushes email marketing to the top spot in terms of ROI.

3.    Email marketing keeps brands at the front of the mind

Email that is frequently sent from a company reminds customers and consumers about the brand. This process also helps businesses, products and services to stay at the front of consumer’s mind, which may be a factor why big brands like EBay, Amazon and Uber send out a weekly email.

4.    Email marketing is highly measurable

All email platforms have the possibility to monitor marketing performance in a variety of metrics, KPIs such us: Open rates, CTAs such as click through rate buttons, email location opens, social profiles and A/B testing results.

When is the best time to schedule an email marketing campaign?

From different perspectives, there is no perfect day of the week or time for an email to be scheduled. However, bearing in mind average results from several email platforms can help with increasing open rates. Looking at metrics from three typical email platforms: MailChimp, CampaignMonitor and HubSpot suggests the best times for sending emails are between 10:00 until 16:00 during the middle of the week. Reading objectively, one could suggest the initial weekly email flow from Monday has finally been stemmed and audience focus allows for a fraction more time towards the temptation to open a marketing email.

So yes, scheduling an email campaign towards personal preferred timeframes can increase marketing success and open rates, but keep in mind there is no really right or wrong time. In order to estimate which day and time will work for any particular business, it is important to take steps towards setting some targets by asking questions such as “What is being advertised - is it a product, service or business?”, “Is it B2B or B2C advertising” and “What we what to achieve”. Answers to these simple questions can give an indication towards optimal times for scheduling email campaigns.

Tips for successful email marketing campaigns.

Creating a successful email marketing campaign can sometimes be really challenging. Below are a few tips which can improve engagement and the open rate from a targeted audience of email subscribes.

  • Choose which time works best for the business.
  • Send a newsletter at least once a week. 
  • Create lists of segmented audiences (subscriber lists) with interests and average open rates.
  • Send highly interesting and relevant information to the subscriber list.
  • Distribute and integrate the marketing message over different digital marketing channels.
  • Make use of A/B testing.
  • Place at least one CTA button and do not be afraid to include more.
  • Make sure that the email reply function is working correctly.


Simeon Kirilov is a digital marketing specialist at Deloitte Digital.