What Makes Email Marketing Still Relevant in the Digital Age?
Once upon a time, email marketing was the most popular avenue for digital marketing. In fact, it was one of the only avenues. In 2024, however, there are so many ways for businesses to market online. Whether it’s social media platforms like TikTok, Instagram, or Facebook, or tools like SMS, podcasts, and influencer collaborations, there are so many ways to connect with an audience and drive engagement.
But while so many marketing channels now exist, many believe email marketing is still the most effective way to reach customers. Indeed, a recent report revealed that email marketing generates $42 for every $1 spent, and in 2023, more than half of marketing professionals reported a 100% in their email marketing ROI. So is it really still the best digital marketing channel, and what has made email marketing remain relevant in the digital age?
Growing Possibilities with Email Marketing
One of the reasons email marketing is so popular is because it offers a wide range of ways for businesses to communicate directly with consumers. These aren’t necessarily complex. A simple Shopify order confirmation email can do a lot more for a business than a social media marketing campaign, simply because it provides immediate, personalised communication – and does so in an email type that achieves a 60% open rate.
Looking at social media, specifically, while the possibilities might seem endless, they are in fact rather limited. Social media platforms like Instagram and Facebook rely heavily on algorithms that determine who sees your content, often pushing your posts to only a small percentage of your followers or fans.
According to another recent study, only around 10% of followers will actually see a company’s post, even if they have opted into following that company. In contrast, email marketing allows businesses to reach 100% of subscribers. This allows those businesses to play with the format, include product recommendations, personalise their content, and do it all without worrying about algorithms. They know it will appear in the customer’s inbox, it’s simply a case of giving them a good reason to open it.
Active vs Passive
Another reason email marketing has remained relevant is because, quite simply, people still look at and engage with emails! In a recent study, it was found that 88% of people check their emails every day, with 39% of consumers checking it three to five times a day. They also do so for a very specific reason: to receive updates from people and brands, and to check out the latest offers and promotions.
In contrast, when people check their social media, they’re often doing so without a key reason. They will scroll through dozens of different posts from friends, family, celebrities, and businesses, which makes any attempt to engage them a whole lot harder. In fact, the vast majority of social media users don’t engage with any posts at all, remaining a passive observer rather than an active user. When it comes to email, the customer is far more likely to click on an email to see the contents, and therefore has taken the first step in interacting with your brand and engaging with what you have to offer.
Using Personalisation to Achieve Results
Lastly, as we mentioned before, one of the best things about email as a marketing channel is the ability to segment an audience and send personalised messages, rather than generic ones. For those unaware, segmentation involves dividing an email list into specific groups based on customer behaviour, demographics, or interests, allowing businesses to send tailored messages that resonate more effectively.
On average, companies that do this can receive up to a 760% increase in revenue – a percentage that only grows depending on the manner of personalisation being implemented. When we mention personalisation, of course, we’re not just talking about recognising the customer’s age, gender, or address. This is about analysing their purchasing habits, their behaviour on the site, and communicating with them in a way that recognises that. By doing this and appearing regularly in their inbox, it’s possible for companies to not only experience repeat purchases but build a rapport that turns their customers into loyal subscribers.
This is just another reason why email has remained relevant. And while there will likely be more digital avenues in the future, with the numerous benefits associated with email, there’s a good chance that it always will be.
