Email marketing is an essential promotional tool for businesses of all sizes, across the globe. In this blog, we’ve listed our top ten reasons why, with the stats to back it up!
Email marketing is known for having the highest return on investment (ROI) of any marketing channel, meaning it is a very cost-effective method for increasing brand awareness and driving sales.
At PlastikMedia, email marketing forms a core part of our business strategy when conducting marketing campaigns for ourselves and our clients. To celebrate the release of our shiny new Email Marketing page, we’ve listed the 10 biggest advantages to email marketing, with plenty of facts and figures to back it up!
One of the most obvious advantages of email is the cost… well, the lack of cost. Compared to other marketing channels, email marketing is significantly cheaper. Imagine the cost of designing, printing, and mailing a physical flyer to 10,000 customers. Or the price of a billboard for thousands of commuters to see. Now compare that to sending 10,000 emails. The wonders of digital media!
76% of UK businesses describe email marketing as an ‘important’ or ‘very important’ aspect of their marketing strategy.
2. Unrivalled ROI
This is arguably the most critical point in the list; results are what matter. Which is why so many companies invest in email marketing, due to the fantastic return on investment! But this only works if it’s done properly. Almost everything we do in email marketing service revolves around your ROI; from crafting succinct and clickable calls-to-action, to optimising your subject line and send time. This, alongside the low overheads of digital delivery, makes email marketing a highly effective channel for your marketing spend.
In the UK, every £1 spent on email marketing has an ROI of £38. Impressive!
Now we’ve covered cost and ROI (the obvious ones), let’s dig into some advantages you may not have thought of…
3. GDPR-Compliant Audience
In the age of GDPR, having an active and legally compliant database is essential in making sure your emails reach the right targets. PlastikMedia’s plastics industry database currently stands at over 14,000 plastics industry and OEM professionals and has been grown organically over seven years. We still spend time every day managing and adding to this audience.
So, what does this mean to you? Yes, the database is large, and all contacts are industry-relevant, but there’s another important point. We’ve done ALL the hard work making our list GDPR-compliant, so you don’t have to. This took weeks of hard slog by our marketing department back when GDPR was introduced, and it’s not just a one-off operation. We analyse and document our process every time a new subscriber joins our list, ensuring they’re relevant and interested in the products and services we promote for our partners.
This means you can have access to our huge, industry-specific, and GDPR-compliant audience without any legal headaches!
74% of marketers have seen an increase in email open rates since GDPR came into force, along with 75% seeing an increase in click-through rates (75%).
4. Database Segmentation
We’re really proud of our database, which is why we take so much care looking after our data. Each subscriber is tagged by company activities, sector and job role, meaning we can heavily segment the database for our customers’ needs.
Want to send an email promotion just to our toolmaker segment? Or to toolmakers and plastics processors? No problem! Want to remove your competitors from the list? We can do that too.
Not only does this benefit our clients, who can select the most appropriate audience for their promotion, but it benefits subscribers who will only see the most relevant content for them. It’s a win-win!
Segmented email campaigns have an open rate that is 14.32% higher, and click-throughs are 100.95% higher in segmented email campaigns than non-segmented campaigns.
A great benefit of email marketing is that each email can be individually personalised for the recipient. Even a simple ‘Hello <FirstName>, take a look at our latest offers..’ adds a personal touch to a promotion, and research shows that consumers enjoy it, and engagement is increased.
Thankfully all personalisation is handled automatically by our email software (phew!) and enabled by the hard work we put into our database. This allows you to personalise emails with a subscriber’s first, last or company name. We combine segmentation with personalisation in every email we send to really boost engagement on your promotion!
Emails with personalised subject lines are 26% more likely to be opened, and personalised emails produce 6x higher revenue and transaction rates.
6. Design Flexibility
Email is an incredibly flexible medium, allowing for a lot of design creativity. Depending on the promotion, emails can be plain text (for that personal touch) or include fully designed images, gifs and videos to grab attention and drive engagement. Furthermore, your email will ALWAYS be on brand, following your company’s branding requirements to the last pixel.
Also, every email we design is fully responsive. Meaning that your email will display correctly regardless of display size or email client, so whether it’s on your 5-inch iPhone screen or your flashy new 50-inch monitor, it’ll still look great!
53% of emails are opened on mobile devices, and 68% of UK smartphone owners use their device to check email. (Only text messaging was more popular at 92%)
7. Shareable Content
Emails are inherently easy to forward and share, further boosting the reach of your marketing material as your email is forwarded to colleagues, friends or family. We also include social sharing links in our mailshots where appropriate, allowing users to share your content on Twitter, Facebook or LinkedIn with a single click.
Social sharing can be a great way to increase brand exposure by improving the reach of your content. A single social share may gain hundreds or thousands of impressions, from an audience not already engaged with your brand, so social sharing is an excellent opportunity to gain new customers!
Email subscribers are 3x more likely to share your content on social media than leads who came through another channel.
8. Measurable Results
Email marketing is an incredibly measurable process. We can see exactly how many subscribers receive, open, and click on your emails. We share some of this information with you one week after each mailshot is delivered, in the form of a mailshot analytics report. Our report gives you all the relevant figures, as well as information about the top subscribers who engaged with your mailshot. You no longer need to wait by the phone for leads; we let you seize the initiative!
Our report gives you tangible data to hand to your sales team and might save you some work ahead of that monthly marketing meeting. We know that marketers enjoy having data to crunch and some real statistics by which to judge the success of each campaign, allowing for tweaking and optimisation going forward.
I couldn’t find a stat to back up this one, but don’t just take my word for it, see what our customers have to say!
9. Instant Impact
The instant nature of email provides a great business advantage; immediate results! You could start to see results from your investment within minutes, not weeks or months (which isn’t unusual with print or broadcast campaigns!)
We can also use this to our advantage, with limited time offers adding urgency and convincing customers to act within 24 hours, or 7 days, before they miss out.
We also optimise our sending times to give you the best open rates. This knowledge is tried and tested after sending and analysing the millions of emails we send annually.
91% of consumers check their emails daily, and professionals spend an average of 13 working hours each week in their email inbox.
10. Less Intrusive
Unlike telephone marketing, recipients can read email promotions at a time that suits them. In fact, people are increasingly checking their emails in their downtime, while slumped on the sofa or while in the bath. This gives you an opportunity to engage with an audience away from the office, with their guard down, further enhanced with a later send time.
Customers can also update their subscription preferences, to unsubscribe from specific segments of our promotions. This may sound like a negative, but the result is a subscriber base that engages with our content, while still having the power to customise their experience.
This all comes together to make email a very un-intrusive form of communication, which users feel in control of, and are therefore more likely to interact with on their own terms.
Checking email is a complementary activity. People do it while watching TV (69%), in bed (57%), and on holiday (79%), and over 70% of mobile purchasing decisions are influenced by promotional emails.
It’s clear to us that email marketing continues to be an essential marketing avenue for a vast array of companies. We think it could benefit your business.