Email marketing is a necessity now-a-days

Digital marketing strategies are used by just about every brand. But many strategists want to know how to squeeze the most from their digital marketing budget and deliver the highest return.

Over 56% of the global population has internet access—and just about everyone has an active email address. So the importance of email marketing (and digital marketing overall) is higher than ever.

If you’re a digital marketer, maybe you’re wondering how can you use email to reach your audience with relevant content at the right time. Or maybe you want to know how you can incorporate email into your digital marketing strategy to best complement other channels. Maybe you’re curious about what remarkable email marketing looks like in 2021.

We’ll go over all this and more to help you understand the value of email marketing in 2021 and which tools you have at your disposal to make it work for you.

It’s common for people—especially young people—to have two or more active email addresses. Many use one email for personal things (like social media and bills), one for mailing lists and brand promotions, and another for work or business.

An email address is required to do many things online, like signing up for Facebook or online banking, so just about everyone with internet access has a valid email address.

Importance via Social Media

Most email service providers have premade footers with social media icons for you to include links to your Facebook, Twitter, or other social pages. You can also set up your campaigns for easy social sharing. In other words, your subscribers can click a button, or copy and paste a URL, to share a campaign the same way they’d share a landing page.

Finally, you can embed user reviews, posts, and your own social feeds so your subscribers can connect with you wherever they hang out online. Urban Outfitters put this visually pleasing email together to highlight their hottest posts (and products) according to their Instagram audience. Take note of the share buttons at the bottom of the email, too.

Importance via Content Marketing Email is the perfect tool for promoting your best blog posts. 77% of people prefer email for permission-based advertising. It’s easy to forget that social media is technically permission-based because it often doesn’t feel that way.

With email, people have voluntarily given you their email address, so you know they want to hear from you and read your blog content. Marketing experts found that 19% of people unsubscribe from mailing lists when brands are constantly trying to sell them something. It’s actually in your benefit to prioritize blog posts, podcasts, tips, tutorials, videos, infographics, and other valuable content through email over promotional material.

You can make good use of your content with stunning newsletters and custom RSS feeds. U.S. Outdoor Store always includes a perfect ratio of interesting content and promotions in their email campaigns.

Webinars & Real World Events

People who follow your social pages won’t always see your posts unless you promote them (which could cost you)—so these are not the best places to advertise something like a webinar. With email, however, your subscribers genuinely want to hear from you, so they’ll be more likely to respond favorably to your webinars.

Social media can be dicey when promoting events. You often need to share a lot of valuable information to get people to act, and the posts are shown out of context or out of order. With email, you can create an onboarding sequence for your events. It offers you the option to spend time explaining the attendees and the event’s goals. You can also easily embed links so readers can RSVP and add the event to their calendar.

Audience Interaction & Analytics

Email service providers don’t hold your audience hostage and make you pay to access analytics. You can easily learn about your subscribers and use that information to improve the performance of your future campaigns.

You’re also able to keep track of your most active and engaged subscribers, which will help you send retargeting campaigns—both through email and social media—so you’ll always know where to devote your marketing resources. Plus, you can identify patterns, trends, and possible new markets.

Most Efficient Method

Email marketing is one of the most heavily scrutinized marketing methods in our post-GDPR world. At first, that thought might make marketers cringe.

But it’s actually a good thing because it means brands must prioritize the privacy of subscribers over their own data collection. 78% of customers say they’re more likely to trust companies with their personal data if it’s used to personalize their experience through channels like email.

Since email gives you unrestricted access to your subscribers’ behavior, you can learn more about their interests and habits to create targeted campaigns. Personalization is important—even mandatory—going into 2021. To further personalize your emails, guide other digital marketing campaigns, and even plan future business decisions, send out surveys to your most loyal and active subscribers to collect quality data.

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