Email Marketing

Email has been a battle-tested means of communication for over 40 years, and it’s far from hitting its peak potential.

Today, email marketing is arguably the most valuable strategy in any brand’s arsenal. Whether you’re a standalone business or an email marketing agency, you can tap into the vast potential of email if you’re willing to put in the work.

In 2019, out of the 4.33 billion people with internet access, 3.93 billion use email. A report by Radicati projects the number of email users to grow to
4.5 billion by the end of 2025, with each user estimated to have an average of 1.86 email accounts. To put this into perspective, the entire world is projected to have 8 billion people by that time.

Even better, email marketing services grant you a higher degree of ownership over the relationships you meticulously build with your subscribers.

For example, a brand that is overly dependent on paid social advertising on Facebook, Instagram, and Twitter could see its customer base vanish if those platforms change their policies. Similarly, a brand heavily invested in content and SEO could find its traffic decimated by a single Google algorithm update.

Email, however, isn’t controlled by a centralized authority like Facebook or Google. Your subscribers are your subscribers, and aside from any email service provider delivery costs, you can reach your audience for free.

This doesn’t mean you can’t leverage the power of paid social or SEO, but brands that neglect to use email as a core element of their marketing strategy are placing themselves at a serious disadvantage.

Email marketing allows you to directly connect with your audience, promote your brand while owning your story, and increase sales along the way. When implemented properly, a brand or email marketing agency can create enduring, profitable relationships with their customers.

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The Power to Personalize

According to a report by Salesforce, 84% of customers say that being treated like a human being, not just another number, is crucial for winning their business. Interestingly, 84% of marketers also believe that personalization helps improve their overall marketing program.

Modern email service provider platforms enable an incredibly granular level of personalization, segmentation, and customization, helping brands build these humanized relationships with their users. Even better, the automation capabilities of these platforms allow brands to do this at scale, replicating and testing the experience for every new customer and subscriber.

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What does personalization mean?

Personalization goes beyond just including a 'Dear [Fname],' tag in your emails.

It means building a deep understanding of your customers and buyer personas, and mapping out multiple customer journeys. Here are a few key questions to consider:

What should they see when they first subscribe?
What should the next email look like? Which service or product are they most likely to respond to?
How can we keep the conversation engaging without bombarding them with promotional material and discount codes?
How can we ensure each customer experiences a seamless journey while building an affinity for our brand?

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Types of Email Marketing Campaigns

Email Newsletter: An email campaign sent out regularly, usually covering a specific topic of interest. In 2019, Robinhood, a popular investment app valued at over $7.6B, purchased a Millennial-focused daily financial news newsletter and podcast called Market Snacks and transformed it into Robinhood Snacks, providing its subscribers with digestible financial news.

Why it works: Robinhood rarely uses Snacks to promote its app directly. Instead, it excels at holding and owning a high-quality investment conversation with its subscribers. This approach attracts new subscribers (and potential Robinhood app users) while simultaneously converting its regular users into raving fans deeply immersed in the Robinhood ecosystem.

Marketing Offer: An individual email or series of emails designed to convert readers into paying customers.

Email is a highly effective means of direct response marketing since your subscribers are already aware of your brand and have some understanding of your value proposition. Segmentation helps you uncover unique insights about purchase behavior, enabling you to send personalized messages primed to convert.

These email messages are typically straightforward:

1. Showcasing the product or service.
2. Explicitly offering a price, often as part of a promotion (e.g., “Last day to get 30% off!”).
3. A direct call to action to make a purchase (a bright red “Order Now” button).

Why it works: Direct response has been the cornerstone of email marketing for decades because it’s effective. Companies that build highly effective email sequences to warm up prospects and close sales see an incredible return on investment compared to other marketing strategies. According to a study by the DMA, for every $1 spent, email marketing generates an average ROI of $38 – roughly 38x!

Announcements: An email dedicated to sharing company news, such as new products or services, or general company updates. Announcement emails are a quick way to get the word out and directly into the inboxes of your subscribers. It’s an easy way to establish another touchpoint with your audience, keeping your brand top-of-mind.

Why it works: Announcement emails allow you to control the conversation with your audience. Instead of relying on an external press release or a Facebook ad blast, you can deliver your message directly to what is usually your most loyal subset of customers.

Final Thoughts

When many business owners witness the power of email marketing firsthand, they experience a fundamental shift in their marketing strategy. They begin to view all their other digital marketing efforts as ways to drive more people to their email lists. Once their target audience subscribes, they use a variety of marketing campaigns to keep them engaged with the brand, warm to buy, and loyal.

Email marketing makes opting-in for communication standard, making it a less intrusive option for reaching your customers and subscribers. It’s no surprise that email is up to 40 times more effective at acquiring new customers than Twitter or Facebook, according to a report by McKinsey.

Brands that partner with an email marketing agency, one that has actionable visibility on other concurrent marketing strategies, can optimize their email strategy for long-term success. This holistic approach ensures that every aspect of your digital marketing works together to build strong, lasting relationships with your customers.

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