It has been said to be dead or obsolete several times, but despite everything, email marketing is still alive. It is not only survival, it is one of the most effective strategies to reach your prospect.
It can give the impression of being totally outdated, of being the poor relation of the different acquisition channels, and yet the results, when used correctly, make it the main acquisition channel. To understand its importance, let’s take a look at its many advantages (and also its few shortcomings).
Many advantages of email marketing
The realization of email marketing is an easy thing to produce, especially thanks to the use of different solutions that exist on the market (like Mailchimp, Sarbacane,…). However, being easy does not mean being quick to do (for that, you need to know your marketing targets). Anyone, without specific knowledge, can make an emailing campaign.
Moreover, if your email corresponds to the expectations of your target, it will allow you to build loyalty. For this, it is necessary to target them. A promotional email for a video game store in London will have little chance to interest a septuagenarian in the USA… It is thus possible to target the right people so that your message meets the expected success!
Since it does not require any specific preparation or development, the costs involved are low. In addition, the delivery time of the messages is ridiculously low.
Another advantage, and not the least, is that you can track emails and user actions, allowing you to calculate the ROI of this action easily.
Some small disadvantages of email marketing
Indeed, no system is perfect, email marketing has two small disadvantages.
Unlike social networks, it is impossible to modify it once sent (we can easily understand why).
The second is the risk of seeing your domain qualified as spam. Thus, tools exist to know how your domain is considered, the best known being Mxtoolbox. Moreover, some services calculate, in advance, the probable spam rate and will refuse to send your email, if the rate is too high. This is a good point for your brand image!
Let’s finish with some statistics to show that email marketing is far from dying. Radicati Group predicts that by 2021, 4.1 billion users and 320 billion emails will be sent per day! If you are not yet using this acquisition channel, there is still time to get started!
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