Because email is still your direct connection to your customers.

Contrary to content marketers that claim email marketing has reached the end of its line, actual statistics prove that email is here to stay.

For starters, did you know that there are 2.5 billion people who use email? That 102.6 trillion emails are sent annually? And the average email subscriber receives over 400 commercial emails monthly?

Beyond the numbers, there are also a number of specific reasons that underscore the importance of email marketing. Check it out below:

1. It Gives You the Opportunity to Create Engaging Experiences

When you take the time to craft good, relevant, high-value emails, you are able to define experiences that can engage prospects and customers. For example, email can be used to create a great first impression for new customers through a welcome series that introduces your business and creates brand awareness. You can also offer useful suggestions that encourage potential customers to complete purchases or even win back past customers. You can nurture subscribers by creating emails that foster stronger customer relationships that will ultimately result in increased conversions.

2. It Helps Define More Meaningful Customer Relationships

A lot of email automation tools today allow you to customize details so that emails you send convey more meaningful personalization. For example, addressing customers by name creates a great impact that shows you value customers. You can also personalize content based on a customer’s history with your brand or business. For instance, suggested content or product history can be based on past purchases so they see more value in your email.

3. It Helps Keep Your Business Top of Mind

As I said, email is your direct line to your customer. An email can keep your customers informed of the newest products or services, introduce new promotions, offer access to exclusive content—all the things that will allow your business to stay top of mind among your customers.

4. It Allows You to Communicate to Your Customers in Real-Time

Online marketing is a fast-paced industry. Between attention spans that are getting shorter and customers generally following fast-paced lifestyles, it’s important that we are able to communicate to them in real time. Keep in mind that over the years, email has established itself as one of the primary forms of communication. In fact, some even prefer it over other common platforms.

5. It Lets You Track and Monitor Performance Easily

The great thing about email is that it’s easy to track what happens after you send your email campaign. From delivery rates, open rates, bounce rates, unsubscribes, click through rates, even actual purchases made after reading your email. Tracking all these allow you to refine every element of your email to make it more effective. It gives you great insight into your customers and all the things that you can do better.

One final thing also worth mentioning is the fact that email marketing is cost effective. Like a lot of other content marketing strategies, content marketing is affordable and can easily be scaled according to your budget and needs. Done right, the time and money you put into email marketing can reap significant ROI.

Hope my answer helps! If you have any questions, please feel free to email me at Leadspanda and I’ll get back to you as soon as I can.