What Is Email Marketing And Why Is It Important? [Complete Guide]

What is email marketing? This is one of the most asked questions by people who are exploring digital marketing because virtually every business leverages email marketing. In today’s cut-throat competitive environment, you cannot ignore any mode of marketing that has a huge reach, and email marketing is one of them.

So this guide is dedicated to email marketing where we will discuss things like the importance of email marketing, reasons to use it, some email marketing examples, advantages of email marketing and more. So make sure to read it till the end to get the maximum value out of this guide.

What is Email Marketing?

There are different definitions for email marketing, and the most basic one would be to promote products and/or services using emails.

Another definition could be; the use of email to develop and sustain relationships with potential clients and/or customers with an ultimate goal of increasing revenue.

No matter at what definition of email marketing you look at, it will ultimately stress on using email to:

  • Promote what you are selling
  • Interact with potential customers to build a relationship
  • Interact with current customers to strengthen the relationship

Now, of course, there are various uses of email marketing like retargeting, building credibility, improving communication and more, but all of these uses come down to the three things mentioned above.

So in a nutshell, email marketing is about reaching as many people as you can with an ultimate goal of making a sale and increasing your revenue.

Importance Of Email Marketing

There are tons of factors that contribute to the importance of email marketing and make it one of the most widely used forms of digital marketing. Email marketing is highly adaptable because you can make any type of email matching your unique promotion needs and the type of person you are sending it to. You can target virtually all types of social groups and create email content accordingly.

Furthermore, according to HostPapa; 94% of Internet users use email, while only 61% use social media which shows how important it is for every business to leverage email marketing because of a greater reach. If you still need to know more about the importance of email marketing, have a look at some of the reasons why email marketing is so important:

  • You come off as more professional because virtually every business communicates through emails
  • The "opt-in" feature of email that asks for user’s willingness to receive email allows marketing by consent which is usually not the case with other digital marketing modes
  • Email marketing allows you to target people by demographics (age, income, etc.)
  • There is are a wide range of formatting possibilities with emails than social media messages
  • Email offers tons of reporting and analytics such as click-through rates(CTRs), bounce rates, open rates, and conversions allowing marketers to know precisely what lacks in their campaign
  • It adds a personal touch to the message you are sending

As stated by Burge Advertising; 75% of adult online users say that email marketing is their preferred marketing method which clearly tells how important email marketing is for every type of business.

6 Reasons to Use Email as a Small Business

  • It is quick and easy to send an email
  • You don’t need to have a lot of money for email marketing
  • You don’t need to be tech-savvy to know how to send emails
  • You can automate the email marketing process through software
  • You can do it yourself which means you don’t have to rely on digital marketers
  • You can reach anyone in the whole world because virtually every internet user has an email account

Will Email Marketing Work In 2019 And Beyond?

If you are someone who likes to be convinced through data, then have a look at these stats that tell the future of email marketing:

  • By 2022, the number of sent and received emails will be more than 347 billion. (Statista)
  • The current average number of email accounts to user ratio is 1.75 and will grow to 1.86 by 2022. (Radicati Group)
  • 68% of the millennials agree that promotional emails have put an influence over their purchase decision. (Media Post)
  • The ROI for email marketing is 38 to 1 which means the ROI is 38 times higher (Litmus)
  • Around 73% of email marketers send emails on a Weekly basis (Manifest)
  • 58% of people check their emails first thing in the morning (OptinMonster)

Now that you know email marketing is not going anywhere let’s look at the power of email marketing by going through some case studies below.

Some Email Marketing Examples [Case Studies]

The best way to know how email marketing performs and what it can do for you if you do it right is by looking at the pros who have gotten success with it. Have a look at two email marketing examples below:

Email Marketing Example #1: Dell

Though Dell has not been in the spotlight in recent years as they haven’t come up with a major innovation, their hardware is still as rock solid as it was decades ago. And that is why to grab the attention of people and get them to buy more products from Dell, they recently launched an email marketing campaign.

Though it is the time of videos, Dell took the old school approach with its emails and used engaging GIFs. As a result, its revenue was increased by 109%.

Email Marketing Example #2 – Zumba Fitness

Zumba Fitness hosts a convention for instructors every year where instructors from its 200,000 locations are invited. Zumba decided to take the sign up process of their instructor convention to the next level and used email for signing up.

Though their email was very simple, what they did differently was that they added the name of the recipient at the end which added a touch of personalization. By doing this, Zumba saw a click-to-open rate of 50% which is a lot more than the average rate of 23.61%.

You can now see how email marketing is still performing for businesses and even a company like Dell that is still selling outdated products saw an increase in revenue by 109%.

5 Advantages Of Email Marketing

Now that you know what is email marketing? And have also seen some email marketing examples, it’s time to look at some advantages of email marketing. So let’s look at the five obvious advantages of email marketing below:

  • Larger Reach: People think that only social media is the channel to reach a large audience because social media has 2.77 billion users worldwide as of 2019 (Statista) but what they don’t know is that there are 5.5 billion email accounts as of 2019 (Statista) which is double the number of users on social media. Now you be the judge and decide which channel has the potential of reaching larger audiences.
  • Highly Cost Effective: Marketing methods like Facebook ads can be very costly even if you hire an expert. But you are free to send emails and by leveraging different email marketing tools, you can even start with as low as two figures. However, as you scale your email marketing campaigns, you might need to invest more, but the takeaway here is that it is very cheap to start.
  • Derives Conversions: Click through rate is the biggest factor in driving the conversions and email campaigns have around 3% CTR which is six times more than the CTR of a tweet with a 0.5% CTR. The primary reason for this is because email adds a personal touch to the message even if they are sent professionally which compels the receivers to take action.
  • Preferred Channel of Communication: According to Marketing Sherpa; 72% of the people give preference to receiving promotional content through email. This shows that people want to know about your products through emails and if you use emails, you have higher chances of getting your message delivered to your target audience.
  • Easily Measurable: You can never be certain about your ROI with some means of marketing but with email, you can easily measure the effectiveness of your email campaign. Using various tools available on the internet, you can know your CTR, whether people arrived on your website through email and which type of content or subject line is getting the most open rates. You can then use that data to make tweaks to your email campaigns and further increase your ROI.

So these are some of the obvious advantages of email marketing and virtually everyone can leverage email marketing and get these benefits.

Over to You

Now you know what email marketing is, have seen some email marketing examples, as well as some of the advantages of email marketing. You might be wondering whether it is a good approach for your business or not.

Well, email marketing is always a good approach for every type of business because the major benefit of doing it is that you don’t have to invest much. This means you can easily experiment with it and see what results you get.

If you're interested in using email marketing in your blog, take a look at our article about autoresponders which can help, as well as which service we recommend here!

If you have an online business and aren't using email marketing, you are losing out on potential income! Check out my complete guide on how to get started with email marketing today! #affiliatemarketingforbeginners #makemoneyonline #blogging #success

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