The Importance of Email Marketing in Your Digital Strategy

A lot of digital marketing strategies have evolved and the question that keeps coming up among marketers is whether email marketing is still relevant. The short answer is yes, email marketing is still important.

The reality is that 40% of B2B marketers say that email newsletters are important to their success. While 73% of millennial consumers prefer that communication from businesses comes via email.

These are not statistics that any performance marketing agency or marketer can afford to ignore. Email marketing can offer several advantages over other forms of digital marketing, such as its ability to personalize and segment messages, its high ROI, and its ability to reach customers on their mobile devices.

So, if you’re a marketer looking for an effective way to connect with your customers, don’t overlook the power of email marketing.

This will enable you to connect with your audience in a highly targeted way. You’ll also become successful at delivering your brand’s return on investment and revenue.

Why Email Marketing is Important for Digital Marketing

Developing a strong email marketing strategy enables brands to reach and connect with target audiences. This is done in a personalized way and increases sales at an affordable cost. Just like there have been changes in other platforms, email marketing tools make it easier to reach people in an easier way.

Here are the reasons why email marketing is important in your digital strategy.

#1. It allows for targeted messaging

How about we talk about the importance of email marketing when it comes to lead nurturing, also known as lead marketing?

It’s crucial to note that your potential customers are always at different stages of the customer journey. While some may be at the consideration stage, others will be researching and making comparisons. Others may also be in the ready-to-purchase stage. However, this entire process begins with the fact that new prospects are approached with a pitch for the first time – we refer to such a letter as a cold email.

Developing a buyer persona will make it easy for you to determine the kind of content to create at every stage. Segmenting these people into the right email marketing lists enables brands to target audiences more effectively.

Remember that lead nurturing is the process of moving your prospects down the sales funnel. People need the information to move to that next stage. And pushing the right content does exactly that. Maybe not as quickly as possible, but as efficiently as possible.

#2. Collects feedback & surveys

Keeping a pulse on the customer experience is very valuable. That’s if you want your customers to continue interacting, engaging, and purchasing from your brand. This is where email marketing comes in.

You can, for instance, send customer satisfaction surveys to obtain customer feedback through an email campaign. In fact, this is one of the most effective ways of calculating your Net Promoter Score (NPS).

With NPS survey software, you’ll be able to find out the percentage of customers that are brand ambassadors and those that are detractors. The information will help you to come up with strategies that can improve your customer experience.  

Later, by using a LinkedIn email finder you can find the right people for your campaigns and target better.

#3. Generates traffic to your website

How do you promote your awesome content after publishing it? Chances are that you’ll send it via email.

An email marketing campaign lets you send user traffic to your site and improve your Search Engine Optimization (SEO). Moreover, you can keep your audience engaged with your brand and website.

You have probably reached various pages before from a marketing email. That’s because emails are a great way of providing value to your audience. You can send your content to potential clients’ emails, generating traffic. 

Remember that you need to stop spam form submissions when you collect customer emails for your outreach list so that they won’t harm your website and company overall. 

When creating an email that links to your content, remember that every email must have a call-to-action. This will make it easy for your readers to click through to your website.

Always add UTM parameters to your email campaigns to properly attribute traffic and conversions!

#4. Authenticity & connection

Being real is very important in this century. That’s considering consumers value authenticity and a genuine commitment to your cause.

A brand’s ability to communicate its values and inspire genuine connection with its consumers is important. It helps you to determine your brand’s survival in the coming years as consumers place even more importance on a brand’s beliefs and values.

Note that more than 60% of consumers base their purchasing decision on whether your brand shares their values. Moreover, these consumers are not convinced by vague promises and catchy phrases. You must prove that you walk your talk.

#5. Time & cost-effective campaigns

Unlike traditional campaigns that can be costly, email marketing campaigns are more cost-effective and saves you plenty of time!

You won’t, for instance, have to pay for any photoshoots, location fees, or placements. You only need a copywriter and a graphic designer, who can even be one person on your team – check out some of the best digital marketing tools to utilize.

Moreover, email campaigns take a short time to produce. You can even do it in one day, which is more cost-effective and time-saving than producing a direct or print campaign.

Since budget and time constraints always impact marketers, email marketing campaigns can be more effective. They also help to generate leads and revenue.

#6. Trigger-based email campaigns are powerful

The use of automation for email marketing campaigns is a lifesaver for a lot of marketing professionals. But did you know that you can wield even more power and control with automated processing using trigger-based emails?

This technology helps track a subscriber’s interaction with an email or website. It then sends out emails based on that behavior.

This technology also helps to create rules to sort subscribers into various segments. Your target audience will then move into segments based on their interaction with your emails. This powerful and convenient capability streamlines list management while maintaining reader relevance.

#7. Synergizes with paid strategies

Email marketing and paid advertising campaigns are two powerful tools in a marketer’s arsenal that can work together to boost your digital strategy.

Email and digital ads campaigns can complement each other in several ways.

Paid ads enable you to reach people who have never heard of your brand, those who have visited your site, or even retarget those who have already engaged with your email campaigns.

So, let’s say you have a new promotion. Use a double-prong approach by email promo reminders and retargeting ads to remind them of your products or services!

By utilizing your email contact list in your paid advertising campaigns, you can create more targeted and personalized ads that are more likely to resonate with your audience. Also, regularly validating your email list ensures it’s clean, enhancing the effectiveness of your outreach. Here are some popular examples of how:

• Custom Audiences: Custom Audiences is a feature in Facebook Ads that allows you to target your ads to people based on their email addresses or phone numbers. By uploading your email contact list to Facebook Ads, you can target your ads to your existing customers or subscribers, who are more likely to be interested in your products or services.

• Lookalike Audiences: Lookalike Audiences is another feature in Facebook Ads that allows you to target people who are similar to your existing customers or subscribers. By analyzing the data in your email contact list, Facebook can create a new audience with similar characteristics to your existing audience. This can help you reach new people likely to be interested in your brand.

• Retargeting: Retargeting is a technique where you show ads to people who have already visited your website or engaged with your brand in some way. By retargeting people on your email contact list, you can show them ads that remind them of your products or services and encourage them to purchase or take action.

• Exclusion Lists: Exclusion Lists allow you to exclude certain groups of people from seeing your ads. By excluding people on your email contact list who have already made a purchase or taken a specific action, you can avoid showing them ads that are not relevant to them. This can help you save money and improve the effectiveness of your ads.

By interweaving these two effective tactics, you’ll be able to increase your ROI and achieve better results from your digital marketing efforts.

#8. Email is scalable

Scalability in email marketing directly relates to your business’s growth. You scale as your number of subscribers increases, utilizing a targeted email list can be a key strategy.

The best thing about email marketing is that you don’t need sophisticated measures in place for your email list to grow. Almost every email marketing software provides plans that can scale as the list grows. This ensures that you don’t pay unnecessary fees in anticipation.

In conclusion

There are a lot of marketing channels that brands can use to reach their audiences. But, considering the limited time and resources, you also need to prioritize your efforts.

With the reasons discussed above, it’s clear that email marketing is one of the most versatile and practical digital channels. Its use enables you to attract, engage, and connect with an audience to drive sales and revenue in your business.

So if you haven’t already, utilize email marketing as one of your digital marketing strategies!