Email marketing has been around since the inception of the Internet. For over two decades, it has been a preferred method of communication for businesses to reach their customers.
However, with the rise of social media, some people have questioned whether email marketing is still relevant. The truth is, email marketing is still an essential component of any content marketing strategy. Here are just a few facts that illustrate that point:
- According to Radicati, there were 4.1 billion email users in 2021, and this number is expected to increase to 4.4 billion by 2024. This means that email is still the most widely used form of communication, making it an essential channel for businesses to reach their audience.
- According to a study by DMA, for every $1 spent on email marketing, the average ROI is $42. This shows that email marketing is a highly effective and profitable channel for businesses.
- Email is one of the most effective channels for converting leads into customers. According to a study by HubSpot, email generates an average conversion rate of 1.91%, which is higher than social media (1.81%) and search (1.22%).
- According to a study by Campaign Monitor, targeted and segmented emails generate 58% of all revenue.
- According to a study by Constant Contact, the average open rate for email is 18.0%, and the average click-through rate is 7.8%. This shows that email has a high engagement rate, making it a valuable channel for businesses to connect with their audience.
Need more convincing? Here are a few reasons why you should include email in your content marketing strategy:
5 Reasons to Use Email In Your Content Marketing Strategy
Email is Personal
When you send an email to your subscribers, it feels personal. Unlike social media, where you’re competing for attention with a sea of other posts, emails go straight to your subscriber’s inbox. People are more likely to read and engage with an email because it feels like it was meant for them.
Email is Targeted
When someone subscribes to your email list, they’re expressing an interest in your brand. This means that you can tailor your emails to their interests and needs. You can send them content that’s relevant to them and offer them products or services that they’re more likely to buy.
By understanding your audience, you can segment your email list and send targeted messages that resonate with each group. This increases the chances of them engaging with your content and taking action.
Email is Measurable
One of the great things about email marketing is that it’s easy to measure. You can track how many people opened your email, clicked on your links, made a purchase, or scheduled a call. This data can help you refine your content marketing strategy and make it more effective.
Email is Cost-effective
Compared to other forms of marketing, email is incredibly cost-effective. Once you have a subscriber on your email list, you can send them as many emails as you like for free. You don’t need to spend money on ads or hire a social media manager to run your email campaign.
Email is Versatile
You can use email for a variety of purposes, from promoting your latest blog post to offering a special discount to your subscribers. You can also use email to nurture your leads and build a relationship with your customers.
Making the Most Out of Your Email Content Marketing
So, how can you make the most out of your email content marketing approach?
- Build a high-quality email list: Don’t buy email lists or use unethical tactics to grow your list. Instead, focus on creating valuable content that people actually want to open and deliver with consistency.
- Segment your email list: This allows you to send targeted messages that are more likely to resonate with each group.
- Create valuable content: Your emails should provide value to your subscribers. They should be educational, entertaining, or informative.
- Use attention-grabbing subject lines: Your subject line is the first thing your subscriber sees. Make it compelling enough to encourage them to open the email. Find ways to ensure your subject line actually causes your lead to open the message in the first place here.
- Optimize for mobile: Most people read emails on their mobile devices, so make sure your emails are optimized for mobile.
- Test and refine your email campaigns: Use data to improve your campaigns over time. Experiment with different subject lines, content types, and sending times to see what works best for your audience.
Creating Value-Based Emails for Your Content Marketing Strategy
While you may currently be sending out sales-based emails or even email drip campaigns for various funnels, are you regularly engaging your email lists with valuable content like you are on other media channels?
While most businesses and marketers understand the importance of a content marketing approach on social media and blogs, many times a different, more sales-based approach is taken with email marketing.
While this is obviously important as well, value-based content must be interwoven into your strategy in order to keep cooler leads interested in your offerings and to continue to demonstrate your authority and credibility in your industry.
If you’re not sure how to begin incorporating this approach into your email marketing, take a look at our free guide – How to Create Emails That Your Audience Actually Opens – to get started.
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