5 Reasons why email marketing is an essential part of your digital marketing strategy

In this blog post, we highlight what continues to make email marketing an essential part of every digital marketing strategy.

5 Reasons why email marketing is an essential part of your digital marketing strategy

Email marketing is an effective, low cost and easily measurable technique that communicates with your customers on a personalised, native and owned channel, but in the rapidly changing digital landscape, it can sometimes be overlooked by marketers. In this blog post, we highlight what continues to make email marketing an essential part of every digital marketing strategy.

Email marketing has become and remained an essential part of any modern digital marketing strategy. It’s a low-cost, high-return on investment (ROI) tool that gives businesses and organisations a native channel for reaching their target audiences. As an owned channel, email marketing allows an organisation’s message to be heard loud and clear without interference from any other external parties. Email also delivers a strong personalisation capability for each recipient when used correctly, and done with their consent. Furthermore, return on investment (ROI) of email marketing is much higher than other digital marketing channels. Typically, it is measured in the hundreds of percentage points. 

But why so? What are the benefits of email marketing? 
Here are the top five reasons why email marketing is essential for any digital marketing strategy: 

1. Low Cost & High ROI
Email marketing campaigns are amongst the most low cost and highest ROI digital marketing campaigns you can imagine. With the right messaging, email campaigns can yield very high return on investment (ROI). Plus, email is easy to set up, helps businesses reach their target audience, and has a greater ability to be tailored.

2. Native Channel
Email marketing allows you to reach your target audience in the most direct manner. A poll by Gallup shows that 82% of Americans check their emails at least once a day, and the number is growing every year. This means that reaching your target audience has become much easier than ever before thanks to email. 

3. Personalised & With Consent
Email affords a fantastic ability to send tailored, personalised marketing messages that resonate with the recipient. Additionally, email marketing is GDPR-compliant, which ensures that communication is done with consent from the recipient. 

4. Owned Channel
Unlike other digital marketing channels, there is no limitation on control with email marketing. With email marketing, organisations own the platform and have complete control over their messages. This allows for much more reliable delivery and customer service response times. 

5. Highly Measurable
When it comes to email marketing, measuring results has become easier than ever before. You can track delivery rates, open rates, click-through rates, and A/B test different messages to figure out which ones are the most effective. If you want to take the measurability a step further, you have possibilities to analyse email response behaviour by customer segments, attribute email campaigns to revenue and gross profit or predict your next best email campaign based on previous responses.

In conclusion, email marketing is considered an essential part of any digital marketing strategy. It is low cost, high return-on-investment and gives businesses a direct channel for communicating with their target audience. Email marketing is also personalised and requires consent, plus; surveys show that the majority of Americans check their emails on a daily basis. Additionally, it is a highly measurable tool, making it easier to track and improve success rates and positive contribution to the business.

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