E-mail was one of the first tools to emerge in digital communication. Even before the internet. Yes, the internet. E-mail emerged 20 years before the internet. Surprising, right? Nowadays, although the email is no longer a novelty in the way people communicate, it still is one of the most used means of contact between company-clients. And why, you ask. Well the statistics speak for themselves. According to data from Statista, by 2017 there were 3.7 billion email users and that number is expected to rise to 4.3 billion by 2022. In fact, most of our actions on the internet require that we have an email. Of course, we can read the news, stroll/walk through stores, watch videos and even sign up on certain social media without an email. But, if we want to make an online purchase, receive the latest news on that brand we love and so many other actions that became pretty common, usually, we need an email. Still sailing over statistics, according to the same source: in 2017, 269 billion of e-mail were exchanged on a daily basis, and that number is expected to grow to 333 billion of daily emails by 2022. Now that we know the history of email and its dimension, we want to give you 6 more motives to use this tool:

  1. It conquers by its efficiency

    It is one of the most efficient tools. There wouldn’t be so much spam if the people who send it didn’t see it as a good way of communicating.. But, of course, sending mass emails without de declared consent of the ones who receive them is not a good practice, and as such, it should not be used.
  2. It is the favorite mean for brand disclosure

    It still is, unlike what many think, the customers’ preferable mean to communicate with brands and vice versa. According to a study published in Marketing Charts’ site, 50% of the respondents prefer email to social media or sms (that detain only 7% of preference), to get in touch with their favourite brands.
  3. It can be automated

    E-mails can be automated. Good examples are the subscription confirmation email, welcome email, abandoned cart (in case it is an e-commerce brand) e-mail, and so on. This email marketing feature is of great value and it can save brands a lot of time, especially with big contact lists that are impossible to handle manually.
  4. It allows customization and segmentation

    Another (big) advantage is customization and segmentation. Who doesn’t like to receive an email in which we are treated by our name? Or where the content is relevant to us, like items we checked on a website moments earlier. We can also segment our emails by age group, gender, interests and other data, previously granted by our clients. The possibilities are endless!
  5. It can be measured and tested

    It is a tool in which we can measure results like the delivery rate, open rate, click-through rate and also the unsubscribe rate. We can also Test all of the email’s composition, like header, copy, sub-header e the arrangement of the various elements that can compose our e-mail in a way to guarantee better results and be closer to what our customers look for.
  6. Has a high ROI rate

    Last but not least, the return on investment. Email marketing is one of the tools that generate the biggest ROI on the internet. According to data from SalesForce, email marketing ROI goes around 3800%, which means that by every €1 invested in email marketing, there is an average return of €38.

Summing-up email should be seen as very valid tool for our digital marketing strategy. However, it should always be integrated in a broader digital marketing strategy.

And speaking of strategy, stay tuned for the next post!