April 20, 2017
What if you were offered an investment opportunity that would return $50 or more for every dollar you invested? You’d jump at the opportunity, wouldn’t you? It seems like a no brainer, but if you’re not including an email campaign in your marketing strategy, you’re passing up just such an opportunity. In terms of return on investment, email campaigns are among the most valuable tools in your marketing toolbox.
Email ROI is Big and Getting Bigger
According to a 2015 survey published by the Data & Marketing Association, businesses reported an average return on investment from email campaigns of $38 for every dollar spent on email. That in itself is huge–and a huge increase over the same statistic in 2013, when the average was just short of $25. Many of the companies in the surveyed reported a much larger ROI. In fact, one in five companies surveyed reported an ROI of $70 for every dollar spent.
Email is Still Relevant
In the age of social media, you might be tempted to think that the heyday of email is past. The fact is that email is still a very effective tool for getting your message across, and customers tend to be more engaged by marketing emails than they are by many other marketing media. Undeniably, email marketing gets results.
The DMA reports that the conversion rate for marketing emails is 66 percent, meaning that two thirds of people who receive a marketing email go on to buy something in response to the email. That’s a higher conversion rate than those offered by either direct mail or social media marketing.
Email Marketing Gives You Control
One of the most attractive elements of a direct email marketing strategy is that it gives you a direct connection between you and your potential customers. You are able to deliver your message directly to them without an intervening third party.
If you advertise on social media, it’s the social media platform that that “owns” your access to your audience. Many business owners don’t realize that it is Facebook that controls who sees your clever Facebook posts – not you.
With an interested list of contacts and an email campaign, that access is all yours, and you’re in complete control. The directness of a well-managed email campaign is important, too. You can design and use email at different phases that match your audience (nurture, learning, interested, post-purchase, etc.).
Email Gives Your Measurable Results
With an email marketing campaign, you have access to metrics that will tell you precisely how you’re doing. You’re able to analyze data that shows engagement rates, click-through rates, and conversion rates. This allows you to pinpoint what works and what doesn’t, and to adjust your campaign accordingly.
Harnessing the Power of Email
Email is a thought of as a “old” digital communications tool. But don’t ignore it because it delivers the desirable ROI. Email marketing is one of the best uses of your marketing time and money, but it only works when it’s part of a comprehensive, well-thought-out campaign.
A done-for-you marketing email campaign developed by a professional consultant is one of the wisest marketing investments you can make, giving you a marketing tool that works like no other.
Want to learn more about how email marketing can help your business connect with prospects and grow? Schedule a consultation by completing this form: Jumpstart