Firstly, what is email marketing?
Email marketing is a form of digital marketing that uses email to either promote products, services, to build relationships, and engage with a chosen audience.
It involves sending messages to a list of people who have opted-in to receive communication from a brand or business.
The goal is to increase brand awareness, drive sales, and grow customer loyalty. It can be highly effective, with a strong ROI, and is a direct effective way to communicate with potential and current customers.
Why is it important to businesses?
Because of its highly effective, cost-efficient, and measurable way for businesses to connect with customers, drive sales, and build lasting relationships, it offers a high return on investment (ROI) and allows for precise targeting of audiences with personalised and relevant messages, making it a core component of modern marketing strategies.
Key reasons for its importance
High ROI:
Email marketing consistently delivers a high return on investment, often cited as the highest among all marketing channels. For every £1 spent, the average return is £38.
Customer connection and retention:
Email is an effective way to build relationships by keeping customers informed, nurturing them through the buying process, and encouraging repeat purchases.
Targeted and personalised messaging:
Unlike mass advertising, email allows for highly targeted and personalized content based on behavior, interests, and purchase history, leading to higher engagement and conversion rates.
Drives sales and conversions:
Emails can be used to promote sales, recover abandoned carts, and guide customers to take immediate action through clear calls-to-action.
Cost-effectiveness:
Email marketing campaigns are affordable and have a lower cost per message compared to many other marketing channels.
Measurable results:
The success of email campaigns is easy to measure through metrics like open rates, click-through rates, and conversion rates. This data allows for testing and optimisation of future campaigns.
Direct and accessible communication:
With 91% of internet users checking email daily, it remains a powerful and reliable channel for direct communication that is not subject to the same algorithms as social media platforms.
Brand awareness:
Regular, relevant content helps keep your brand top-of-mind with subscribers and can increase brand recognition over time.
Phil Holman from Dotdigital is holding a seminar at marketingSHOWCASE Manchester, next week! 2nd December called ‘The (Fast track) School of email marketing’.
Phil discusses how email remains the top marketing channel topped with untapped potential. His session shares practical lessons to boost your strategy, from opens to cross-channel impact. Expect actionable insights and AI tips to build smarter, more effective journeys.
Don’t miss this seminar – one of the last of the year! Click here for your FREE ticket…
