Why You Need Email for Your Online Marketing Campaigns

Email for online marketing campaigns. Isn’t that just spam?

Email. We all use it. Sometimes, it’s the bane of our existence.

Spam email, junk email. Offers to share in a fortune from Nigerian Princes. Romantic messages from Russian women (how did Svetlana know my name?!), and online discounts for bedroom aids >gag<.

And my personal favourite: notices that YOU have won some fabulous prize! Well, not exactly… You go into a draw to win a big cash prize, if you’re happy to hand over reams of personal data. Then you’ll suffer endless phone calls and emails from anonymous marketers flogging everything from funeral insurance to electricity supply. Lots of offers from people you don’t know for things you don’t want and didn’t ask for. Email clogging up our in-boxes and wasting our time. Sometimes…

Social media, though, is fun, isn’t it? Laughing at cat videos on Facebook. Tracking the latest rants from Donald Trump on Twitter. Checking out some beautiful travel or food pics on Instagram.

So why don’t we just connect with customers on their favourite social media channel?

mobile website on iPad

Email Is Effective for Online Marketing Campaigns

Put simply, email is more effective. Email – not social media – is the biggest source of returns from regular customers. Email generates the highest ROI (Return On Investment) for online marketers.

According to the Direct Marketing Association, email provides an estimated whopping 4,300 percent ROI.

Every dollar spent on email marketing offers a return of $44, says ExactTarget.

Emails reach more customers, despite the influence of social media giants like Facebook and Twitter.

Facebook now has over a billion users, and Twitter is edging towards 300 million users. Impressive figures? You bet. But not as impressive as email.

There are over 6.32 billion email accounts. This figure is predicted to reach 7.71 billion by 2021 which is a growth of more than 22% – Radicati Group (2017)

About 90% of email gets seen by your customers, whereas your Facebook post only gets seen by about 2% of your customers.

Email marketing works 40 times better at getting customers than Facebook and Twitter. Compared to social media, it offers 17 percent higher conversion.

Facebook limits the number of times your post appears in your news feed to drive people and brands towards its paid advertising options.

Email is bound to get to the great majority of your customers – every time.

The Facts About Email for Online Marketing Campaigns

Consider These Email Impact Figures for Online Marketing:

  • 72% of consumers say that email is their favoured means of communication with companies they do business with.
  • 61% say they like to receive promotional emails weekly and 28% want them even more frequently. – Marketing Sherpa (2015)
  • 66% of consumers have made a purchase online as a direct result of an email marketing message – Direct Marketing Association (2013)
  • 42% of businesses say email is one of their most effective lead generation channels.
  • And for B2B (Business to Business) marketers, 88% say email is the most effective lead generation tactic – Circle Research (2012)

Not only is email more effective, it gives you much more control. Facebook or Twitter, for example, could change their terms of service tomorrow, shutting down or limiting your social media feed, steering you more towards paid advertising. Or worse, closing down your account without notice.

Your email list, though, YOU control.

You communicate to your customers via email – without any need for third party channels.

You control when you communicate to them, what you say, and how you say it.

Email has been around a long time, and it doesn’t show any signs of disappearing yet. The following is a list of some of the benefits that email can bring you and your customers.

typing on the laptop

What Email Can Do for Your Online Marketing Campaigns

Email can:

  • Inform about your latest post or product
  • Remind about your key social media messages
  • Alert someone when a webinar is on
  • Tell customers about a product or course launch

Smart email marketing:

  1. Raises awareness of products and services
  2. Tells people how to get products or services
  3. Turns prospects into paying customers
  4. Keep customers coming back and buying more

Start Gathering Emails Today

If you have an online business or e-commerce website or blog, you should be gathering visitor emails.

You need to gather email addresses the right way. This means offering an attractive, targeted inducement to your audience for giving you their email.

It could be a discount coupon, a PDF download, a mini email course or series of videos. The possibilities are boundless, but make sure your offer is relevant to your market.

Don’t use Gmail or Outlook to send your email messages. Use a professional email marketing and auto-responder company. There are many good low-cost or free ones to get started with, including Aweber, Mail Chimp, and Send in Blue. This will ensure that with a double-opt-in process that only real, interested people sign up for your offer. It will keep track of your growing list whilst enabling you to broadcast targeted messages.

I’ve listened to many online entrepreneurs interviewed on podcasts over the years. Almost invariably, when asked about one of their greatest marketing regrets or mistakes when starting out, they mention “I should have started setting up my email list a long time ago.”

Don’t let you be that person. Set up your email software today, link it with your website, and start gathering email addresses.

You and your online marketing campaigns will be glad you did.

Practice What You Preach

Of course, it’s not good enough just to talk about email for online marketing. You have to actually DO it to get any results!

I practice email marketing on this website. Here’s an example!

Do you want a free copy of The Essential Guide to a Mobile Friendly Website? If yes, then all you have to do is fill in your name, email address, and click on the orange button below.

In return, I’ll share regular information, news, resources and strategies with you, to help your online business grow and thrive. I will also, at times, promote resources that I think would be of benefit to you, including paid services and affiliate offers that I personally use and endorse.

Since I use a reputable auto-responder software company like Mail Chimp, you will have to ‘double-opt-in’ to confirm your email address.

If you decide you don’t want any more emails from me, you can click ‘unsubscribe’ at any time. I hope you sign up and stay with me, though, as I would love to keep providing you with top-notch content!

To your online success,

Tom Perry

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