Just because something has been around a while, that doesn’t mean it no longer works. Take the wheel, for example. We still need those. And email – can’t live without it.

Not many people realize that email is older than the internet. The first email was sent in 1971. But nearly half a century later, we’re debating whether it’s still worthwhile to use email as a means to connect with a target audience. It certainly is, and there are quite a few ways that email marketing can benefit your business – now and in the future.

Why Email Marketing Still Matters in 2022

There’s a common misconception that “email is dead.” It definitely is not. If you consider your own experience, there’s a good chance that you’ve checked your own email at least once today and probably much more frequently than that.

While consumers are much more sensitive to “junk” messages, they are open to receiving content in their inboxes from brands that they’ve already connected with in some way. Once you build that list, which we’ll talk about, you have the opportunity to engage your target audience in ways that other online methods can’t.

When done right, email marketing can have a significant impact on your business. Here are several reasons why you should continue to make this strategy a priority.

Stay Front of Mind to Your Customers

During a time when many people have had to socially distance themselves from businesses and the brands they love, it can be challenging to make those regular connections. But email marketing can help your business stay front of mind for customers, whether you are an online brand or a brick and mortar store that still has some form of interaction.

In an environment where 75% of consumers are changing brands, keeping the customers you have has become vital. Businesses can use email marketing to maintain engagement and stay at the front of the consciousness of buyers, encouraging repeat business.

Create More Personalized Interactions

If you’re just sending generic emails to your list, you aren’t going to get the results you want and need. There’s nothing wrong with sending out email newsletters to customers, but you have the capability to achieve so much more.

Today’s consumers are more responsive to personalized marketing efforts, and email is a perfect channel for this. In a recent national poll, three-fourths of respondents expressed frustration with content that doesn’t adapt to their needs.

According to HubSpot, message personalization is the number one way that digital marketers are able to increase engagement rates with email marketing. One example is sending an email triggered by a customer’s action, such as abandoning a shopping cart. This can be accomplished using various software solutions.

Increase Conversions

Isn’t the purpose of marketing to drive conversions? After all, you need to pay the bills. When it comes to this particular metric, there isn’t a more powerful channel than email.

According to Mailchimp, the average open rate for emails is over 21%, and the average click-through rate (CTR) is about 2.62%. Engagement rates on social media are much lower, with the average CTRs on Facebook and Twitter being 0.9% and 0.86%, respectively.

But, remember – these are averages. You can improve your email open and click-through rates by having:

Interesting and relevant subject lines
Personalized email messages
Enticing offers with clear CTAs

In addition to these tips, it’s important not to overshare or be too unpredictable with email. When customers opt-in, let them know how often they should expect to hear from you and stay consistent.

Reach Customers Where They’re At

No matter what type of marketing strategy you pursue, you need to be able to meet customers where they’re at – not where you hope they’d be. About a decade ago, most people sat behind laptops and desktop computers to get things done. Not anymore.

As of 2020, a majority (43%) of people open their email messages on mobile devices compared to webmail (36%) and desktop computers (19%). Disturbingly, only about 20% of email marketing campaigns were using mobile responsive design a few years ago. You don’t want to be that guy.

Using the right responsive design tricks, you can reach every person in your target audience, no matter what type of device they are holding or using. Comparatively speaking, this gives you an edge.

Own Your Email Lists (vs. Social Media)

There’s nothing wrong with investing in a social media presence. In fact, you should. But make sure you do so with an understanding of some of that strategy’s downsides in contrast to email marketing.

With email marketing, you own your list. But social media platforms control your followers’ list, and you’ll remain at their mercy. For example, all Facebook products went offline for hours on Oct. 4, 2021. What if your business was in the middle of a launch at the time?

Instead of relying entirely on social media, you can reach your audience through targeted email campaigns. Some of the ways you can build a killer email list for your business include:

Offer discounts
Host an event
Organize a contest
Set up loyalty programs
Use exit pop-ups
Create gated content
Ask on social media

For a majority of businesses, the strength of their email marketing campaigns is in the list.
For more tips on growing your email list, grab more list-building ideas here.

Trend-Proof Online Marketing Strategy

Again, email isn’t dead. And there’s a good chance that it won’t be for many years to come. But, you know what has bought the farm? MySpace.

The once-hot social media site even outpaced Google in 2006 with the most monthly U.S. visitors. Yet, few people visit the site today, and companies that have invested in MySpace marketing are probably suspicious about certain types of online channels.

On the other hand, email marketing has a long and stable history. The first email campaign was launched in 1978, and the practice has evolved into an art form. Today’s digital marketer can build targeted lists and create and send customized email messages that produce results.

Summary

As a business, you have many ways to connect with your target audience. But, with limited resources and time, you need to prioritize your efforts. Of course, you want to have a strong online presence through your website, content, and social media channels. But email marketing continues to be one of the most effective channels for driving sales and revenue for your business.

If you’d like to learn more about taking advantage of email marketing or any other digital marketing strategy, give us a shout!