The digital age has brought marketers more opportunities than ever before to engage with consumers. Mobile apps and social media have become increasingly popular channels for brands, but if you thought they would make the more traditional route of email marketing redundant, you’d be wrong.
Yes Lifecycle Marketing’s ‘A Blueprint for Using Audience Insights to Inform Marketing Communication Strategies‘ research found that this tactic is viewed as a top priority for the year ahead.
When asked which channels the marketing team would prioritise in 2018, the overwhelming majority (89%) of marketers cited email, with nearly half (44.7%) ranking it as the number one focus overall. This was followed by website (71%) and social media (56%). At the other end of the scale, just 27% selected push notifications and 17% opted for direct mail.
According to the latest figures from Expanded Ramblings, there are 269 billion emails sent every day. So, why is email marketing still so big?
As Econsultancy discusses, email’s continued prevalence in the marketing mix is likely due to its proven and reliable ROI. And this would enable marketers to meet the primary goal of their marketing communications, with 40.5% of marketers stating driving revenue as their main aim.
Other marketing goals for the year included acquiring new customers (23.8%), engaging customers (17.1%), and building awareness (10%).
But it is also perhaps down to email’s ability to be personalised. Consumers, especially the younger generations, increasingly expect personalisation in their brand interactions. The report even warns that younger consumers could be put off brands if they fail to deliver on this expectation.
While the research noted that more than two fifths (41%) of marketers still aren’t personalising content based on age, of those who do, two thirds (66%) use email to do so. When it comes to the consumers themselves, 45% of Centennials and 49% of Millennials are influenced by the level of personalisation in a brand’s emails when it comes to making purchasing decisions.
But it seems brands could do more with email personalisation and are currently missing out on ways to further increase conversions. Just over a quarter (27%) of marketers conduct basic personalisation tactics such as including a subscriber’s name or birthday in an email. While another 26% can personalise with additional data, such as browsing history, they said doing so was tedious.
Email provides marketers with an efficient and cost-effective way of engaging with their customers, and also provides them with the opportunity to deliver on personalisation expectations. If you’d like help getting creative with your email marketing campaigns, speak to Fireworx today.