According to HubSpot’s marketing statistics, email use worldwide will top 3 billion users by 2020. While it may seem shocking that email is still growing, Gmail has over 1 billion users worldwide and 86% of professionals prefer to use email for business communication. So, it’s no wonder that digital marketing agencies are still embracing the power of email marketing.
Using emails as part of your inbound marketing strategies can help nurture leads into customers, reinforce your clients’ UVP and send people messaging based on the actions they take. Take a look at why we still love email marketing and why you should, too:
You Can Speak Directly to People Who Want to Hear From You
With opt-in email lists, contacts willingly providing you with their email addresses in exchange for downloading premium content. This ensures that you are sending emails to people who actually are interested in what you have to say, rather than people whose email addresses have been rented or purchased, and thus know nothing about you.
Segmented Lists Allow Us to Send More Targeted Emails
As your email lists grows, start placing people in segmented lists based on their industries, the content they’ve downloaded from our site, etc. This lets will help you get the right message in front of the right people, increasing the chances of them becoming a high-quality lead. And since these people have shown an interest in the content you're sending them, the emails will seem less spammy.
People Are Starting to Enjoy What They Once Thought Was Spam
Back in 2010, Business Insider reports that half of US online consumers said they received too many email offers and promotions. Well, that’s now down to 39% and one in five of those people read every email newsletter they receive. Experts theorize that smartphones are making us “more accepting and responsive to emails” as they check them on their daily commutes, lunch breaks, etc.
You Can Send More Information at Once
Social media is fast. On these social platforms, your posts have to be short, sweet and to the point. A blog, on the other hand, is more long-form, allowing for expansion on the topic, linking to other great resources throughout and adding imagery for your readers. Email is a way to send information directly to your readers and expand on topics you feel needs greater explanation.
Email Literally Puts Your Business in the Palm of Your Readers' Hands
More than 80% of users report that they read their emails on their mobile device. With this information, you can write and design your emails to make it easy for people to skim through the content, assuming that the majority of the people receiving the emails will be reading them on their phones or tablets. Catchy headlines, short paragraphs, attention-grabbing imagery, and clickable buttons make emails easy and fun to read and even help improve your click-through rate.
Leads Are Automatically Nurtured Through Automated Workflows
Long gone are the days of having to immediately follow up with a prospect. Email now does it for you. Using automated workflows, or drip email campaigns, you can send potential customers a series of lead-nurturing emails that give them just enough information to intrigue them and get them to reach out to ask more questions.
Your Brand is Reinforced Through Personalized Emails
At the end of the day, email marketing lets you reinforce our marketing know-how to everyone on your contact list. You can remind them that you’re here to help them reach their marketing goals with a personalized touch. And by using the automated workflows mentioned above, you can even send your contacts a happy birthday wish—because who doesn’t love a birthday wish from their favorite brand?!
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.