Email is a battle-tested means of communication that has been around for 40 years, but it’s far from hitting its peak potential.
Email marketing today is arguably the most valuable strategy in any brand’s arsenal. Whether you’re a standalone business or an email marketing agency, you’re able to tap into the scale of email if you’re willing to put the work in.
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 4.25 billion by 2022, and each user is estimated to have an average 1.86 email accounts. To put this into perspective, the entire world is projected to have 8 billion people total by that time.
Better yet, email marketing services grant users a higher degree of ownership over the relationship they meticulously build with their subscribers.
For example, a brand that is overly dependent on paid social advertising on Facebook, Instagram, and Twitter could have their customer base gutted if that platform says so. A brand that has invested heavily into content and SEO could also found its traffic decimated at a single Google algorithm update.
Email, however, isn’t controlled by a centralized authority like Facebook or Google. Your subscribers are your subscribers, and outside of any email service provider delivery costs, you can reach your audience for free.
This isn’t to say you can’t still 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 seriously disadvantage.
Email marketing allows you to directly connect with your audience, promote your brand while taking custody of your story, and increasing sales along the way. When implemented properly, a brand or email marketing agency can create enduring, profitable relationships with their customers.
When many business owners witness the power of email marketing first-hand, they experience a fundamental shift to their marketing. They start to view all their other digital marketing endeavors as being tentacles that bring more people to their email lists. Once their target audience is subscribed to their email, they employ a variety of marketing campaigns to keep them warm to buy, engaged with the brand, and loyal.
Email makes opting-in for communication standard, making it a less intrusive option to reach your customers and subscribers. It’s no surprise that email is upwards of 40x more effective at acquiring new customers than Twitter or Facebook, according to a report by McKinsey.
Brands that work with an email marketing agency, one that has an actionable visibility on other concurrent marketing strategies, are able to optimize their email strategy for the long-view.
GET IN TOUCH