The importance of email in business communication cannot be underestimated. Not only does email enable immediate response, it also ensures we keep track of all outgoing and incoming communication. Email is also cost-effective and provides invaluable marketing opportunities.
As the VentureBeat report illustrates, no marketing category has the longevity of email marketing. While some marketing trends come and go, email remains the most powerful channel available to the modern marketer.
1. Email has larger reach.
With Facebook boasting over 1 billion active users and Twitter boasting 255 million, it’s tempting to believe that social media is the most effective way to reach the masses. These are impressive numbers, but what isn’t so frequently shared are the statistics on email usage.
The total number of worldwide email accounts was 3.9 billion in 2013, and projected to reach 4.9 billion by 2017, according to Radicati.
While this might seem surprising at first, think about your own online behavior: When you sign up for a website (like an online store), you have to enter your email address to create the account. You even need an email address to create a Facebook or Twitter account. What’s more, Facebook and Twitter email to notify users of activity, like when someone is tagged in a photo.
2. Email delivers your message.
If marketers have to choose between adding a subscriber to their email list, or gaining a new Facebook fan, they should go for the email subscriber every time.
First, 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. This is because Facebook limits the number of times your posts appear in the News Feed in an attempt to drive brands towards their paid advertising options.
3. Email drives conversions.
Most marketers are laser focused on driving conversions. Regardless of whether they do so in the form of leads, sales, memberships, or a metric unique to your business strategy, the ultimate goal for marketers is to turn potential customers into paying customers.
And when it comes to conversions, there isn’t a more powerful channel than email.
In fact, the average click-through rate of an email campaign is around 3% (of total recipients), whereas the average click-through rate from a tweet is around 0.5%.
4. Email has a higher ROI.
Given email’s unmatched ability to drive conversions, it makes sense that email is also the most effective marketing channel to drive ROI for your company. In fact, email marketing yields an average 3,800% return on investment for businesses and for every $1 spent on email marketing, the average return on investment is $38.
It’s clear from these statistics that email is a cost-effective channel for marketers, but why does it outperform other channels so significantly when it comes to ROI?
It comes down to delivering highly personalized and relevant messages. Unlike social networks where you send status updates to every follower regardless of their location, interests & purchase history, email allows you to be hyper-targeted with your communications.
5. Email is the preferred communication channel.
For many, social networks are a personal form of communication used to keep up to date with friends & family. When people log in to their social media accounts, they’re there to see photos and updates from people they know and care about.
Email, on the contrary, is a much more professional medium and people expect to receive information about products and services through that channel.
6. Email is an open platform.
Over the past few years, many brands have invested millions of dollars into buying large social followings in order to be able to communicate and engage with an audience.
But while businesses are investing in various social media platforms, Facebook has frequently updated its algorithm to reduce the amount of followers who will see a brand’s post, unless those posts are paid advertisements.
7. Email will be around forever.
The once-hot site was the largest social networking site in the world between 2005 and 2008, and in June 2006 surpassed Google as the most visited website in the United States. Yet where is MySpace now? All those users eventually moved on to other social networks, and the site is now the 1,500th most popular website in the United States.
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