Why Do Email Marketing?

What is email marketing?

Email marketing is where you collect email addresses from potential and existing customers and send them emails which are ultimately aimed at selling your products or services. These emails can be sent manually or automated.

Why do email marketing? – The Stats don’t lie

Many people that I speak to about email marketing immediately write it off because they don’t like receiving marketing emails themselves.

The following statistics were taken from a Hubspot article and do put up a good argument for email marketing:

• There are more than 4 billion daily email users
• 77% of marketers have seen an increase in email engagement in 2023
• Smartphone users prefer to receive brand communications via email
• 37% of brands are increasing their email marketing budget
• Email marketing revenue worldwide is projected to reach more than $12 billion by the end of 2024
• 64% of small businesses use email marketing to reach customers
• Most marketers report an average email open rate of 46-50%
• The average email click rate is 7-9%
• 55% of emails are opened on mobile devices
• 50% of people buy from marketing emails at least once per month
• Abandoned cart emails convert 3 x more than other automated emails
• Nearly 21% of all email campaigns are opened within the first hour of sending

When you look at the above statistics, it’s easy to see that good email marketing can produce results and that people are still very much reading and engaging with emails.

Why do email marketing?

– It’s cost effective

Email marketing is one of the cheapest forms of advertising there is. If you are in business, it’s almost guaranteed that you have an email address and if you have collected a few email addresses, you can start email marketing. The only thing it’s going to cost you is time!



Of course, like most things, there are always extra bells and whistles you can add to the mix but if you are on a budget then you can get started absolutely FREE. There are not many other marketing channels that can claim that.

Why do email marketing?

– Targeting and Segmentation

It’s one thing to just collect email addresses and do a bulk send to all those emails but it’s quite another to segment your emails based on interests and behaviours. 

Imagine you own an ecommerce store that sells women’s clothing. Someone purchases a maxi dress from you and you collect their email address and you tag that customer with “maxi dress”. 2 weeks later, you receive a new shipment of maxi dresses in different colours. Because you segmented your database using tags, you can then send an email to anyone who purchased maxi dresses from you in the past letting them know about the new colour release. This makes your maxi dress email campaign much more effective as you are sending it to people who have already shown interest in what you are promoting.

You can also segment based on where your lead came from – for example maybe you met them at a certain networking event or they downloaded your free e-book. This could be useful in making your outreach emails more personalised or allowing you to do a special offer exclusively to attendees of a certain event or group.



There is no limit to how you might segment your database – only your imagination… and that can be incredibly powerful!

Why do email marketing?

– To drive traffic and conversion

Your email database can be a goldmine waiting to be discovered.

Your subscribers should already know you in some way – they may have downloaded your lead magnet, made contact at an event, made an enquiry, or made a purchase from you previously. When it comes to know, like, and trust – they are already part way there – they may just need you to nurture them a little more or remind them how to do business with you.

You can do just that with email marketing and one of the keys is to drive traffic to your website or online shop where they can be converted from potential customers to actual paying ones!



Your email database and your website are the only real online real estate you can truly own – unlike social media that can be censored, shut down, or hacked and nothing much can be done. That’s why building that email database and constantly driving traffic to your website are so important. Besides, your website is a treasure trove of information for your potential customers and (assuming your website is optimised for the customer experience) it will help to build that trust and convert leads into sales.

Why do email marketing?

– Build brand awareness

People have short memories and even shorter attention spans these days. 

Receiving regular, VALUABLE (I can’t emphasise that enough) emails from your brand, is a fantastic way to keep you front of mind with the people on your email database. The more touch points they have with you, the more likely your target audience is to remember you. 

Here’s a few ways that email marketing can add value to your brand:

• Convey your brand personality and tone of voice with the words you use.
• Use of colours, fonts, logos, imagery to promote brand consistency.
• Match website and landing pages to strengthen connections between different media.
• Giving subscribers valuable material which builds credibility and trust.
• Use of automation to collect data and nurture prospects or repeat business.
• Use testimonials as social proof.
• Impart stories that people connect with in a positive way.
• Use personalisation to make subscribers feel special through welcome emails etc.
• Encourage subscribers to ask questions, share ideas etc.

Why do email marketing?

– You can automate it!

With a lot of different hats to wear in business, I’m sure the idea of having to send an email to every client that abandoned a cart or requested a free e-book from you would be enough to send you running for the hills!

The wonderful world of technology has brought us automation and although that term may scare you or bring up a lot of questions, it’s a wonderful tool to be using for email marketing.

Email marketing automation is simply being able to set up an email that is triggered when a particular action takes place. For example, when someone subscribes to your email database, you send them a pre-written welcome email that is personalised. That is a very simple example and we can get very clever with workflows these days but I’m sure that gives you the idea.



Essentially, by automating an email sequence, you could literally be making money while you sleep!

Conclusion

Like it or loathe it, if you aren’t doing email marketing in your business, you may be missing out on opportunities. The key to really making email marketing work for you is to think of them not as sales emails but as relationship building emails. Add value to your subscribers and they will love you for it!

If you aren’t quite sure where to start with email marketing, “5 steps to generating business while you sleep: with little or no cost” could be a great place to start. You can get your copy below.

Alternatively, if you’d like to discuss how you could implement email marketing into your business, book a call with me.