It’s one of the most common pain points we hear from our customers: “I understand how great email marketing value is, but I haven’t been given the time or resources I need to do it right. How can I convince my boss/team/executives to make email more of a priority?”
As with any strategy, the decision-makers in your company want to know what results they can expect before they’ll ever commit resources to it. They’re pushing to know potential lead volume, conversions, and revenue generated before pulling any triggers.
And when you’re talking to someone who doesn’t actually work in the email marketing space on a daily basis, it can be tough to sell email marketing value.
So we’re here to help. Here are answers to four common questions you might get about email marketing, plus plenty of stats to prove why investing in email should be a priority for every business.
They say: It’s just email. Why should we spend more time and money on it?
Sure, it is just email. But email is a much more powerful marketing tool than you might think.
The ROI of email marketing is at least double that of any other digital channel. Plus, it’s one of the easiest places to reach your consumers where you already know they’ll be—their inboxes. Just consider these stats (and see more here):
- 94% of people say they get online to check email. It’s the #1 activity on the internet (Marketo).
- The average office worker checks their email 30 times an hour (B2B Marketing Insider).
- On average, employees spend 13 working hours in their email inbox each week. (McKinsey & Company).
- 66% of online consumers have made a purchase as a result of an email (Direct Marketing Association).
So not only is email one of the few marketing channels where consumers actually opt-in to hear from you, people are pretty much addicted to it. Think about it: How many times have you checked your email first thing in the morning? Last thing at night? In line at the grocery store or bank? In the waiting room at a doctor’s office?
Email reaches people everywhere. All the time. And that’s huge when it comes to communicating a message and producing big-time results.
They say: Can’t we get the same results from social?
Inviting your brand into their inboxes is much more of a commitment from consumers than simply hitting “like” on a tweet. That’s a big part of why email marketing drives more conversions than any other channel, including search—and yes, social (Monetate). And the average purchase that comes from an email is more than three times higher than that of social media (McKinsey).
Email is also people’s preferred method of communication from brands: When polled, 72% said they prefer to receive promotional content through email, compared to only 17% who prefer social media (MarketingSherpa).
But, despite these facts, we don’t like pitting email and social against one another. In an ideal scenario, they should work together to help you hit your goals (more on this in a sec). Features like social share buttons and live social feeds can help you draw more subscribers to your social channels, bringing more social followers to your email list.
They say: How do I know it’s email driving results and not because it’s Tuesday (or some other random factor)?
After you’ve sent a few campaigns, go ahead and dive into your data. You can draw direct correlations between an uptick in traffic and sales whenever you send. Or, if your email service provider integrates with your e-commerce platform, you can track the actual purchases that result from each email click.
But at the end of the day, email is just one part of the marketing mix.
Someone might get an email with an offer but choose not act on it. Then, they could catch a social post or an ad from your brand that reminds them of your offer, causing them to visit your website directly. They may not have clicked on the email link, so the data doesn’t directly draw a correlation. But email certainly had a big part to play in the conversion journey.
They say: I get hundreds of emails every day that I don’t pay attention to. Why would I invest in that?
Those marketers are doing it wrong. And I’d be willing to bet there’s a handful of brands whose emails you ALWAYS pay attention to. That’s why it’s important to do email the right way, so your brand always sends relevant, personalized communications your audience can’t wait to open.
Segmented, targeted, and automated campaigns account for 77% of email marketing ROI. And with the right tools and a little extra time, you can do big things for your organization.
Email isn’t going anywhere. As marketing lives on and continues to develop in tandem with the modernized world, email marketing will only create new opportunities to engage with your audience. And the best part: The more you use email to reach your audience, the more you’ll learn, and the better your emails will become. All this will only continue to show email marketing value to your organization and superiors.