Why you should invest in email marketing

Email marketing is one of the most effective digital marketing channels available today. It makes it possible for businesses to reach their audience directly, build relationships, and drive conversions.

By: Olof Strömbäck on August 21, 2024 | Reading time: 5 minutes

But is email marketing still relevant?

The short answer is yes, and there are several reasons why this is the case. One of them would be that almost everyone has an email address. In other words, you clearly have the opportunity to reach out to a wide audience once you have a subscriber base. But there’s a lot more to it than that!

Email marketing has really stepped up as an even more important channel with stricter cookie policies. Cookies require users’ consent to track their behavior and deliver targeted ads. Email marketing is not affected by these restrictions. 

By collecting email addresses and building a subscriber list, companies can create long-term relationships and send personalized messages directly to users’ inboxes. This makes email a reliable and effective way to reach customers, even as cookie usage becomes more limited.

The above introduction alone shows the strong potential of email as an essential marketing channel. But if that doesn’t convince you, here are five more compelling reasons that might:

1. High ROI (Return on Investment)

Email marketing consistently delivers high ROI and is one of the most important traffic sources for marketers. In fact, email is known to return $36 for every dollar spent, according to a survey with more than 2000 marketing professionals. An effective CRM strategy that includes email marketing is therefore a valid investment for anyone who wants to improve their digital presence and boost customer engagement and sales.

2. Builds customer relationships

Sending valuable content to your subscribers helps build trust and loyalty. Provide useful information, special offers, and personalized content, to nurture relationships with your customers, keeping your brand top-of-mind

If you create valuable content that your target group won’t label as spam your emails will land directly in your subscribers’ inboxes. This makes email marketing an efficient way to communicate directly with your audience. 

3. Measurable results

Email marketing platforms provide detailed analytics that allow you to track the performance of your campaigns. Metrics such as open rates, click-through rates, and conversion rates give you insights into what works and what doesn’t. This helps you see exactly what you need to optimize for better results.

4. Segmentation and targeting

Email marketing allows you to segment your audience based on various criteria such as demographics, purchase history, and engagement levels. This segmentation makes it possible to send targeted messages that resonate with specific groups, increasing the likelihood of engagement and conversion. This lets you personalize your messages based on user behavior, preferences, and demographics, making your marketing efforts more effective.

5. Automation and scalability

With email marketing automation, you can set up campaigns that run on autopilot. Automated workflows can welcome new subscribers, nurture leads, and re-engage inactive customers with minimal manual work. This scalability lets you work with your marketing effort around the clock without any more effort than setting up the basic structure and making sure it’s up to date once in a while.

In conclusion

Investing in email marketing is a strategic move that can really pay off for your business. With its high ROI, ability to build strong customer relationships, measurable results, precise targeting, and the power of automation, email marketing is a must-have in your digital marketing toolkit. Especially these days when cookie policies are becoming more strict. 

By leveraging email marketing, you can connect with your audience, drive conversions, and hit your business goals. So, don’t underestimate the power of a good old email. When used right, it will become an essential part of your marketing mix.