7 compelling reasons for doing email marketing

If you think that email marketing is ‘old hat’ - think again. Here are 7 compelling reasons for using email as part of your marketing mix.

1. Email has a larger reach
Facebook has over 1 billion active users per month and Twitter claims to have 255 million. While these are impressive numbers the total number of worldwide email accounts was estimated at 4.3 billion in 2015 - 3x more email accounts than there are Facebook & Twitter accounts combined. And having an email address is almost a prerequisite for using the web so most people who are online will have an active email address – there is no medium with a wider reach than email.

2. Your message is 45 times more likely to be seen using email than Facebook
When it comes to getting your marketing message heard by an audience, email marketing is by far the superior channel. Around 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts on their News Feed. Facebook deliberately limits the number of times a brand’s posts appear because they want to drive people towards the paid posts. So, if you post an update to 10,000 fans on Facebook, potentially only 200 of them will see it. If you send an email campaign to 10,000 subscribers potentially 9,000 of them would receive it in their inbox.

3. Email gets higher conversion rates than twitter  
The purpose of almost all marketing is to turn prospects into customers; when it comes to conversions there is no more powerful channel than email. The average click-through rate of an email campaign is around 3% (of total recipients) while the average click-through rate from a tweet is only around 0.5% so you are 6x more likely to get someone to click-through to your website via email than you are from Twitter! Monetate ran a survey which showed that 4.24% of visitors from email buy something on your site compared to 2.49% of visitors from search engines and 0.59% from social media.
4. Email gives a higher Return on Investment (ROI)
A recent report by VentureBeat indicates that email has the highest ROI of any marketing channel available today (average return on investment is $38 for every $1 spent). The reason for this is that it can be targeted and personal. You can use tools like segmentation and dynamic content to deliver the right email to the right person at the right time. By sending out information that is relevant to the individual recipient receiving it drives people to click-through and potentially buy/join/subscribe (or whatever you want them to do).
5. Email is how your audience want you to communicate with them
Social networks are a very personal form of communication, used to keep up to date with friends & family. When someone logs into their social media accounts they expect to see photos and updates from people they know and care about, not advertising from companies they don’t know. Email is seen as a much more professional medium, so people are far more open to receiving information about products and services via this medium - studies show 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.
6. Email isn’t controlled by any one party
Many brands have invested millions of dollars into building large Facebook followings in order to be able to communicate and engage with an audience. Meanwhile Facebook has been updating its algorithms to reduce the amount of reach a brand’s posts have on the platform. So now, less than 2% of a brand’s followers will see their posts on the Newsfeed. And Twitter has also announced that it will be introducing an algorithm controlled feed. Because they are owned and controlled by 3rd parties you are at the mercy of changes they make to their platform. Email, on the other hand, isn’t owned or controlled by any one particular entity. It’s an open communication platform and everybody from Microsoft to Google to Yahoo all provide ways to access & receive email. So, if you invest the time and money into building a great email list it’s an asset you will own and be able to leverage forever, without the threat of someone limiting its effectiveness.

7. Email will be around forever
MySpace was the largest social network in the world between 2005 and 2008, surpassing Google in June 2006 as the most visited website in the United States. Now its users have moved on to other social networks and it is only the 1500th most popular website - a massive decline. Imagine investing time and money building an audience on a platform like MySpace only to find it has been abandoned a year or two later. 

Email on the other hand has a long history of stability. The first promotional email campaign was sent in 1978 to 400 people - and email has been growing consistently since. In 2013 the estimated number of email accounts was 3.9 billion and is expected to reach 4.9 billion by 2017. So building an email list is a stable long-term investment that will pay dividends for many years to come.

ie works with Campaign Monitor's award winning email marketing system to create, manage and dispatch brilliant and effective email campaigns. If  you are looking at ways of growing your business in 2017, and would like to find out about using email to achieve your goal, please contact Suzi or Diana at

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Mark Helmich - GX Group


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