As we say so often, the digital marketing landscape is constantly evolving as new trends, innovations and platforms are created and impacting the technological world. Many of these changes bring the potential for exciting business opportunities for your company. But they can also represent a new set of challenges as well.

group of people checking emails on their laptops at a large desk

With brands and organizations all searching for the best digital content marketing strategy, how much should your business prioritize email campaigns in 2019? Online messaging from social media and digital advertisements have already saturated the daily lives of us all, including your current customers and potential new consumers. Brands are choosing to partner with an influencer marketing agency to reach audiences online. So is it still worth it for your brand to invest valuable time and resources into email marketing? 

The answer to that question is a resounding yes. Email marketing still holds great value in the digital marketing world, and we will break down 10 reasons why it’s still a powerful marketing tactic in 2019.

1. Email marketing keeps your brand top of mind

2. It increases brand recognition

There are a handful of recognizable brands in the world today that are so well-known, they have become synonymous with the industry in which they operate. A great example of this is a brand like Spotify, whose emails are both very relevant and beautifully curated. So imagine your small business standing out as a clearly identifiable brand like Spotify.

While this may seem like a bit of a pipe dream, but email marketing is a great way to develop your brand identity no matter the size of your business. It gives you a direct line to the email inboxes of your customers or potential customers, and once you begin creating valuable content for the customer, you’ll have a distinct advantage over your competition.

Additionally, you can use your emails to get useful feedback from your customers. Are they happy with the content you’re providing? Do they find it valuable in some way? You can start a survey or create a discussion on social media around these questions. Getting your customers involved in the process allows you to know exactly how to provide valuable content in your email marketing and design your efforts around it.

3. It’s effective in keeping customers informed

Email marketing is very effective at helping brands and business owners stay connected with consumers. Data indicates that consumers often actually seek out email marketing campaigns from their favorite brands and local retailers. And we aren’t just talking about coupons and discount codes either. Online shoppers subscribe to store or product emails to stay informed. Also, marketers who add video content into their email campaigns see an average increase of 40 percent in their revenue. There is a genuine value to staying connected to your customer base, and email marketing makes that task easier to perform.

4. It helps You Retain Subscribers

Another huge advantage of email marketing is that you have an opportunity to reach out to users directly and retain them on your master list. Many of the most popular social media sites are dominated by the ever-changing algorithms that determine what content users see, which has essentially forced most brands to pay advertising fees to boost posts for their own followers see their posts. This problem doesn’t exist with email marketing. Your list belongs to you, and you don’t have to pay someone extra to send a message to your email subscribers.

With that said, it’s best practice to only send out quality content and communications as needed to prevent banner blindness.

5. It allows you to Create Automated Journeys

person sitting at a desk checking their email on a laptop computer

One of the beauties of utilizing email marketing is that it allows you to send out impactful, highly targeted campaigns that automate the buyer’s journey through your website. This approach is particularly effective when it comes to sales for e-commerce stores. Just imagine this scenario: you send an email to your customers about the best shoes to wear out on a Friday night, and then follow that up with a few questions at the bottom of the email that allows users to choose different options of shoes. At this point, you can direct users to a page on your website or send an automated response to their email that lists all the different types of shoes you have available. You are essentially creating an ecosystem in your marketing tactics that grab your customer by the hand and leads them into your sales funnel.

And automation carries additional benefits as well…

6. Email Automation Helps You Build Trust

Aside from the high ROI that comes with effective email marketing, it also helps you stay engaged with your customers through automation. Anyone reading this has likely received that “Happy Birthday!” email from a company or brand. This is an example of email automation, but not necessarily a very good one. Think bigger, better, and more personal.

Automation is a powerful email marketing feature largely because it allows you to send multiple touchpoints – triggered by a specific time or action – to customers throughout their purchasing journey.  To make the most of automation, you must be strategic. And that starts with mapping out the customer journey and building email campaigns specifically tailored for that journey. You’re no longer sending random emails at random times, but instead emails that are relevant, timely, and catch people at the right time with the right message.

Automated emails produce more engagement as well. They get 119% higher click rates compared to one-off emails sent to an entire subscriber list. Automated emails also have conversion rates of up to 50% because, as stated above, you’re sending perfectly-timed and strategically crafted emails that catch people when they’re ready to take action. Depending on how far into the process you are, the act may be simply opening your emails and clicking through to your website. But later in the customer journey, this act may be purchasing a product and/or leaving a review for your business.

7. It drives visitors to your website

8. It Allows You To Track Customer Actions

If your company is looking for a direct line to insights and customer actions (and let’s be honest, what company isn’t?), email marketing is a great tool. What elements of your email content are subscribers clicking on? Why do you think those elements are producing those actions? The answers to these questions can give you a deep insight into what components of your content are driving action and engagement…and perhaps the elements that are not. This allows you to more accurately tailor your content and optimize it for the best results.

As an aggregate benefit, email marketing also affords an opportunity to see which headlines work best in creating action with your target audience. Which subject lines have the highest open rate? How might this approach translate into other areas of our brand marketing? There may be much to learn from the actions taken (or not) by the recipients of your email content.

9. People actually prefer email for promotional messages

While some believe that the idea of marketing through email has become a bit archaic, there’s data that supports claims of the opposite. Aside from the increased engagement seen in email marketing, people consider email as the main ‘commercial’ channel of almost all forms of media today. And it’s hard to argue that. With the sheer volume of emails that the average person is inundated with on the daily, most of the emails that come through your inbox have a promotional element to them. So we have become conditioned to this perception and messaging, which can be both positive and negative.

The negative is that of course, your messaging can fall victim to banner blindness. However, the positive is that because of the increased engagement referenced in the paragraph above, you have an increased chance of creating action from your customer base if your content and messaging is well-tailored and valuable to them.

10. Email Personalization Drives Sales

Let’s be clear, personalization goes far beyond simply using your customer’s first name in the subject line or body copy of an automated message. If anything, that practice alone can be offputting to people who immediately begin to feel as if they are being ‘sold’ something, since you have not truly established a sense of genuine, personalized contact. So when we talk about personalizing your email content, we mean it in the sense of matching the wants and needs of many different customer segments.

Personalizing your emails begins with segmenting your subscriber list into groups. Depending on your particular strategy and goals, you can choose to segment by age, location, purchase history, personal interests, and even their position in the sales funnel. Once you have constructed the email lists for all of your different customer segments, you can then start brainstorming custom content for each.


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