email icon on a mobile phone showing new messages reflecting importance to hotels of email marketing as it is always accessible

Many marketers and organizations expected to move away from email marketing with the rise of social media and digital technology.

NB: This is an article from Arise

However, email marketing remains a trustworthy practice. Email remains one of the most extensively used and popular communication tools. 

Here is how email marketing is used to communicate with users, and why it still matters…

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Email Marketing is Vital Data 

Here are some statistics that highlight email marketing’s dominance: 

The number of global email subscribers was at 4 billion in 2021, and this figure is expected to rise to 4.6 billion in 2025.

Every day in 2022, more than 300 billion emails are expected to be received and sent.

Email marketing, believe it or not, has the highest ROI (return-on-investment) of any marketing method.

Email marketing, according to Litmus, generates a return on investment of more than $40 for every dollar spent.

Furthermore, it improves conversion rates. According to various research, email is responsible for 66% of conversions. It’s 40 times more effective and successful than other forms of social networking.

Email marketing is both cost-effective and simple when compared to traditional marketing methods. Monitor your email marketing campaign’s data, such as click-through rates, engagements, and bounce rates, on a frequent basis to receive the greatest results. 

However, if you want to get the most out of your email marketing efforts, you must take a comprehensive approach to develop the best and most appropriate email marketing techniques. 

Microsegmentation is Key 

Customer segmentation is an underrated tool for increasing your conversion rates.

It’s time to make the transition from segmentation to microsegmentation. This entails delving into a customer’s behavioral data, preferences, geography, personality, and other factors before categorizing them into specific email list groups.

This means that your customer lists should be updated and possibly reissued on a frequent basis, depending on their current behavior patterns. Content such as polls in your email body can keep you informed about the changing requirements and preferences of your audience.

Microsegmentation can be done based on a variety of factors, including: (house location, office location, locations frequented, etc).

Personal preferences and purchasing habits (like a favorite shopping time, favorite  food habits, preferable email reading time, time taken to load a cart, history of going back to abandoned carts, etc.)

Age group, gender, occupation, history of travel (preferred travel locations, previous travel history, etc.)

According to Neil Patel, segmenting your email list in detail can boost your open rate by 203 percent. So, in 2022, this is one key marketing tactic you don’t want to overlook.

Email Marketing has Endless Call to Actions

One of the best things about email is that it can be smoothly integrated with a variety of different social media channels, such as:

Instagram, Facebook Twitter, LinkedIn, and more. 

Businesses can, for example, include social platform symbols in emails and ask readers to follow them.

You could also include a collage of Instagram posts in your emails to give customers a sneak peek into your company’s Instagram page.

We live in a smartphone-dominated era. Mobile phones are increasingly used for everything from basic grocery shopping to conducting official meetings.

To grab the audience where they’re most likely to be found, your email marketing strategy must include mobile optimization tactics.

It Offers Brand Awareness & Brand Loyalty 

Email marketing initiatives are one of the most successful strategies to increase customer awareness of your business.

You may, for example, provide educational content about a brand’s vision, products, and beliefs, and engage in a constructive conversation with your target audiences.

When potential customers have a better understanding of what your company stands for, they are more likely to engage and connect with it.

Read more articles from Arise