Seven reasons why brands should devote time and resources to email marketing

Seven reasons why brands should devote time and resources to email marketing

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  1. As the preceding statistics demonstrate, the majority of people who have access to technology have at least one email address. Everyone has an email address, and almost all users check their inboxes on a regular basis.
  2. The majority of digital marketers are currently investing in email marketing. Thus, more effectively allocating that budget can reveal new opportunities for recouping investment, expanding the audience, and meeting company objectives.
  3. Email marketing connects brands to their customers in a way that other channels such as search or SMS do not, and can have a direct impact on their customers’ brand experiences.
  4. While social media allows brands to communicate directly with customers, it is not as scalable as email, and messages may not always reach their intended audiences due to changing algorithms and paywalls that determine what brands’ users see in their Twitter, Instagram, or Facebook feeds.
  5. Email marketing will have a greater impact than other channels at a lower cost. Various studies have estimated email’s return on investment (ROI) to be between $35 and $42 for every dollar spent – most recently, Litmus calculated the ROI to be $36. However, email consistently outperforms search, social media, mobile, direct, print, and broadcast in terms of return on investment.
  6. Email technology has advanced over time to become more sophisticated, accessible, and affordable. Marketing technology, in particular, accelerated the transition from mass messaging to personalization across the board, from content to delivery schedules. Even the most basic platforms now include a plethora of tools for marketers of all budget sizes and abilities.
  7. Email is confronted with numerous challenges, ranging from inbox saturation to deliverability and resource constraints. However, marketers can now reach their customers’ inboxes at will via push messaging. They are not dependent on being discovered, as is the case with search marketing or social media.

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