Nearly 54% of emails sent by companies are promotional messages. According to forecasts, an email will be used by nearly 3 billion people till the end of 2020. What makes email so unique? To understand everything, a simple sentence is not enough, so we took the time to explain everything to you.
Emailing offers a high return on investment (ROI)
The Return on Investment (ROI) corresponds to an indicator which indicates whether a marketing operation was successful or not in terms of financial income. More simply, it is the money earned compared to the money invested.
This trend is also observed by specialists in the field: 60% of marketers believe that email marketing offers a positive return on investment.
Email wouldn’t be widely used if it didn’t benefit businesses significantly. Three in four companies believe that email offers a “good” or even “excellent” return on investment. The direct return on investment of email marketing actions is 3x higher than those on social media.
An email marketing platform to keep control
Unlike other digital channels, email allows you to have control over several parameters such as for example, the database. Imagine what would happen to your followers, if one day, Facebook or Twitter decided to close. Your entire customer database would disappear! But thanks to email marketing, this database becomes your property and you have full control over it. Personalization (or customization) is another tool reflecting the mastery that marketers can have by using a specialized platform. Indeed, sending personalized emails allows you to adapt to your audience and therefore to make the content of your emails much more relevant to your customers.
Consumers prefer to receive emails
An email has always been the preferred channel, not only for businesses but also for consumers. 86% of consumers would like to receive promotional emails from the companies they work with at least once a month while almost 15% would like to receive them every day! And these numbers are not surprising.
Indeed, email is the only digital channel that allows consumers to have sufficient control because it is based on the prior consent of the latter to receive emails. Consumers are therefore free to open an email or not, to categorize them or even to unsubscribe to no longer receive any from you.
Email adapts perfectly to news and new technology
Until a few years ago, an email could only be read on a computer or laptop. The smartphone revolution, which changed the rules of the game, has not had a negative influence on the use of email. Quite the contrary! By adapting perfectly to smartphones, email is more essential than ever.
Statistics show that 48% of emails are opened on mobile devices and 25% of emails are opened on the iPhone. This proves that, despite the constant evolution of the digital landscape, email has found a way to exist and brings excellent results to businesses.
Email is a professional communication tool
Lots of messaging apps have been launched such as Skype, Slack or even Facebook Messenger. But no matter what your field of activity, email has always been the most appropriate business communication tool because of its innate professional acumen.
According to the figures, 86% of professionals prefer to use email when it comes to communicating for business purposes. Additionally, emails allow marketers to inform their website, visitors, understand their audience, and build strong relationships with their customers. The email shows no signs of weakening and its progress doesn’t seem to be slowing down.
In terms of marketing, trends come and go, new digital technologies will certainly emerge, but email will remain the preferred channel for everyone. If you don’t use, or have stopped using email marketing, you are probably missing out on huge opportunities to improve your performance and growth.
There will be no exaggeration if it is said that Investing in the king of digital marketing means investment in email marketing.
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