7 Benefits of Email Marketing You Should Know

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Email marketing is a direct marketing channel that helps brands engage with existing and potential customers. From enabling brands to interact with customers regularly, to building customer loyalty, the benefits of email marketing are endless. This is why every brand should incorporate email marketing into their online marketing strategy.

Not convinced yet? Let’s address the most basic question…

Is Email Marketing Still Effective?

Of course! Email marketing is one of the most powerful tools for helping brands tap a new customer base and establish customer loyalty with their existing customers. 66.9% of Gen-Zs receive 20 emails or less daily, opening up space for brands to market themselves without tough competition. This means companies can establish a personal touch in a cost-effective way with their existing and potential customers using email marketing.

Now that you know email marketing still matters, let’s explore the benefits of email marketing.

What Are the Advantages of Email Marketing?

1. Increased Reach and ROI

Email marketing is one of the most cost-effective and produces the highest ROI of all marketing channels. Brands don’t have to fight for ad space and can reach their customers on multiple devices.

Each dollar spent on email marketing can generate $40 in revenue. Marketers can also save time by automating their emails, creating drip campaigns, and conducting A/B testing to analyze what is working well with their audience.

2. Enhanced Segmentation and Personalization

One of the benefits of email marketing is segmentation. Email marketers can segment subscribers based on demographics, age group, life stage, preferences, and behavior. These segments help micro-target the audience based on their interests and what resonates with them most. For example, IKEA segments customers based on age group and life stage. Each segment receives product recommendations that match their needs.

Ikea asks its customers smart questions to help the company micro-segment its customers as early as they sign up. Sign-up forms, engagement rates, and purchase history can extract more customer information. Asking customers smart questions early helps curate a niche email marketing strategy. The performance of each segment can be measured, and based on the data extracted, customer segments can be optimized.

Insights gained from segmented email marketing campaigns can help create various “Ideal Customer Personas,” which can help optimize email marketing and digital marketing campaigns across various platforms.

3. Improved Brand Awareness and Customer Engagement

Regular interactions with customers via email marketing campaigns can help improve brand visibility and recall. Promotional campaigns that reward email subscribers can increase customer cohesion and loyalty to the brand.

Brands can interact with the customers using interactive email marketing campaigns that start a dialogue with the customer. For example, companies can ask for feedback using an interactive feedback scale that allows customers to rate their experience. Other interactive elements that can be used in emails are spinning wheels, sign-up forms, puzzles, and scratch-off discounts. An email marketing strategy that uses interactive elements helps create a brand recall among email subscribers.

4. Higher Conversion Rates

Another of the email marketing benefits is a high conversion rate. Email marketing helps the brand connect with the customers directly. This direct connection with the customer enables the brand to push the customer to the next step of the customer journey. Customers can be directly informed about promotional offers with a CTA redirecting them to the purchase webpage.

For example, whenever a customer leaves after adding items to their cart, an email can be triggered within 24 hours, reminding the customer to act. Cart abandonment emails can directly contribute to revenue generation by pushing targeted customers toward making a purchase.

Unlike traditional marketing campaigns like print media, the results of an email marketing campaign are measurable. The CTR, bounce rate, open rate, and conversion rates can be tracked across campaigns to understand what the customer resonates with the most. Email marketers can reach the pulse of the consumer by frequently conducting A/B testing on different campaigns. Each email campaign exposes the marketer to a plethora of essential data, which helps them make data-driven decisions as part of their email marketing strategies for future campaigns.

5. Integration with Other Marketing Channels and Automation

Triggering email marketing campaigns manually can take a lot of time and effort. Marketers might not be able to keep up with all customers who have abandoned their cards, signed up, purchased, or taken any other relevant action. Additionally, scaling the email campaigns can become a challenge without the option to automate.

Marketers can automate their email marketing campaigns to scale efficiently. Drip marketing campaigns help reach the right consumers at the right time by triggering emails automatically on a predefined schedule. For example, whenever a customer’s subscription renewal is near, they will receive an email to renew their subscription automatically.

Automated emails can also be personalized using the recipient’s name or interests. By using automation and other email marketing best practices, marketers can make their campaigns more powerful and efficient.

6. Mobile Optimization and Accessibility

One of the main benefits of email marketing is that you can optimize emails for a mobile audience. 46% of emails are opened on mobile devices. Every email marketing campaign that a brand sends out should be optimized for mobile devices to achieve optimal campaign results. The key to creating effective mobile-friendly emails is to keep them simple. Select simple and clutter-free layouts, embrace white space, and keep subject lines short.

Headspace, for example, chooses clean templates with easy-on-the-eye visuals. This helps grab the reader’s attention towards the key message of the email. The trick to ace mobile-friendly emails is to ensure the customer can quickly skim through the email and yet get a fair idea about the brand communication.

A major chunk of email readers consume their daily dose of emails on their smartphones. This makes it essential for brands to optimize their graphics, content, and CTAs for mobile devices as well to ensure a wider reach and impact.

7. Building and Nurturing Customer Relationships

Brands and small businesses can use email marketing to build and nurture customer relationships. Newsletters or regular email cadences that provide valuable content regularly to customers can help build stronger customer relationships. Polls, surveys, and other interactive elements integrated within these campaigns help business owners better understand their customers. These valuable insights derived via email marketing campaigns tend to be beneficial in recognizing prospective customers, carving out promotional campaigns, and segmenting the email audience to enhance personalization and targeted messaging.

Regular email interaction with customers helps create brand recall, eventually leading to customer retention and repeat business. For example, brands trigger special email campaigns during festivals, holiday seasons, and birthdays to nurture their email lists.

64% of millennials and 60% of Gen Z believe email is the most personal channel for brands to interact with them. In the survey, email outperformed all other channels of communication. Email marketing is a powerful tool that brands should leverage to build and nurture customer relationships.

Use the Right Platform to Activate the Benefits of Email Marketing

Brands can maximize the benefits of email marketing by creating personalized content, triggering targeted messages, redirecting emails to the brand website to generate website traffic, and creating automated campaigns. Regular contact with customers can help strengthen customer relationships with the business.

Reality check: You must find the right email marketing platform to do all this and more.

MoEngage, for example, helps you build and automate personalized email marketing campaigns at scale. You can create emails aligning with your customers’ preferences, behavior, future trends, stages of the journey, and other factors. All without a single line of code! This is how MoEngage lets you create unique customer experiences to improve sales and generate more revenue for your business.

Impressed? See MoEngage in action today.