While consumers have never had more ways to interact with brands, many still prefer the tried and true method of email marketing. With so much focus on social media, SMS text messaging, and push notifications, it may be tempting to devalue email as a communication channel. But new research shows that’s a bad idea.
MoEngage surveyed consumers in four major global markets: the US, Canada, the UK, and Germany. The goal was to better understand what consumers expect from brands and how they want their personal data used to improve their experience. This exercise revealed that 33% of all respondents still prefer email as their preferred engagement channel.
So much so that 39% of global respondents want weekly emails from their favorite brands with highly personalized offers. These engagement channels are still important and should be included in your multichannel strategy, according to the same survey. But email still rules. Why?
Here are the top six reasons why brands should prioritize email marketing:
1. It Reached a Willing Audience
In terms of direct response marketing, email is unbeatable Given that users have actively chosen to hear from you, they are more willing to open their hands to learn about new products, specials, and personalized offers based on previous purchases.
2. Email Personalization
Email marketing began as a one-way broadcast to reach as many customers as possible. Today, advances in AI, data collection, audience segmentation, and analysis make highly personalized email messages easier than ever.
Because email is text-based, it allows brands to show how much they know about their customers. Marketers can also segment these messages into more targeted groups, reducing the number of irrelevant emails sent.
3. Email Tracking
Unlike many newer engagement channels, email offers marketers a wealth of performance data once a campaign is sent. Click-through, open, and read rates are all basic indicators of campaign success.
You can even track sales conversion rates to see if their emails worked. The unsubscribe rate of a campaign can also help marketers determine if a message is effective.
5. Ubiquitous email
While not everyone has a social media account, most have an email address. For attracting new customers or reengaging existing ones, email is still highly valued by internet users. Even in developing countries with limited internet access, email is the de facto communication tool. Global email users reached 3.9 billion in 2019 and are expected to hit 4.3 billion by 2024.
6. Unusual Communication Tool
Unlike newer engagement channels like push notifications and SMS, email allows marketers to send virtually any type of content they want. Emails can have a variety of styles, functions, and calls to action.
These include promoting an upcoming event or sale, building relationships through education, reengaging inactive customers and increasing sales. All of these goals are achievable with email, provided you have the right data. And that you know your customers well enough to personalize and impact them.
7. It Works on Any Device
Anyone with an internet connection can check their email. More than half (54%) of all emails are viewed on mobile. Marketers must take advantage of this feature. Your emails to your customers must consider their device type and operating system.
Would we mind receiving emails from brands if they felt like they spoke directly to our needs and wants? No, the solution is to craft relevant messages that customers want to hear. Most of the consumers we surveyed said they expect personalized offers from brands.
Making an email stand out can be difficult. As a result of these advances in email marketing technology, brands can engage with customers with greater confidence. AI and automation help marketers form new relationships. Your clients are waiting. What can you say that is meaningful, authentic, and personal?