What is Email Marketing?
Email marketing is a permission-based marketing type involving a company or a brand sending emails to its target audience, accompanied by an email channel, to promote its work.
Using email as a marketing channel is highly effective and also a widely used method for businesses and organizations to communicate with their target audience, build relationships, and promote their products or services.
In addition, it involves sending emails to a list of subscribers who have voluntarily provided their email addresses or have shown interest in the business before. These subscribers can be existing customers, potential customers, or individuals who have expressed interest in receiving updates, promotions, campaigns and offers from the business.
Effective marketing campaigns using email as a channel involve thoughtful planning, segmentation of the target audience, creating compelling and relevant content, designing visually appealing emails, tracking metrics (e.g., open rates, click-through rates), and optimizing campaigns based on the insights gained. Additionally, it is crucial to adhere to email regulations and obtain the necessary permissions to send commercial emails.
Email Marketing Statistics
Benefits of Using Email Marketing
2. Targeted and personalized communication
3. Increased engagement and conversion
4. Relationship building and customer loyalty
5. Measurable results and analytics
6. Automation and workflow efficiency
7. Easy sharing and forwarding
8. Integration with other marketing channels
“Email marketing still promises to deliver the highest ROI of all marketing channels—$42 back for every dollar you spend.”
Disadvantages of Email Marketing
While using email as a channel for your marketing campaigns has numerous benefits, it also has a few disadvantages.
Some users may consider emails as “spam”, which leads to low open and click-through rates. That is why it can be challenging to maintain a healthy email list and ensure deliverability.
Additionally, it requires careful planning and crafting compelling content to avoid being overlooked or marked as spam.
Email Best Practices
1. Review Your Process
Establish a review procedure for new mailings. This process guarantees top-notch communications by ensuring the right individuals are engaged throughout the entire journey.
2. Get On The Same Page with Other Departments
Make sure to keep other departments in the loop about your communication initiatives. This ensures that employees dealing directly with customers have the necessary information to address any inquiries related to your campaigns. You don’t want your sales team to be left unknown when a customer asks about a promotion email they have received.
3. Organize Everything
Well-organized content guarantees consistency in your communications and allows for the efficient creation of new messages.
4. Try Reporting Tools
Make certain that appropriate reporting tools are set up to monitor the success of your mailings.
Open Rate Per Industry In 2023
The Energy industry sees the highest open rates for 2023 (57.04%) according to DMA’s report in 2023, with the Telecom industry following it (52.48%).
The third industry is Insurance (45.61%). The remaining are Health & Wellbeing (39.48%), Charities (37.51%), Culture and Entertainment (37.08%), Automotive (36.60%), Business Services (36.00%), Training & Education (33.31%), Travel (32.34%), Media & Publishing (32.19%), Wholesale (31.05%), Finance (29.56%), Retail & E-commerce (25.86%), Industry & Production (25.10%), Agency (18.88%), CT & Internet (13.33%), and Other (11.77%).