Stories about the death of email marketing have been going on for a long time. It is believed that social media is becoming a more prevalent medium of communication. In addition, there are other marketing channels too.
However, the reality is different from what it seems. Despite the huge popularity of social media, email marketing is still relevant. People receive emails almost every day. And, email marketing still delivers huge ROI for the business.
The Real Story of Email Marketing
Email marketing is not new. According to the statistics, email marketing is an important part of one’s life. Global email users have been around 4 billion in 2020 which is expected to go up to 4.6 billion by 2025.
On the other hand, there are around 3.6 billion social media users in 2020. So, the number of social media users is less than email users. Nowadays, 50% of emails are opened through mobile devices. 47% of marketers believe that email is an effective marketing channel.
Email marketing services have become more functional and affordable due to the introduction of robust tools with advanced features. It can be used by start-ups and small businesses too. Pre-made templates for email save time. In addition, you can create professional-looking mail without any struggle.
During the pandemic, companies relied on three communication channels. Email marketing has taken second place after the live chat option. It shows the importance of email marketing certainly.
Now, let’s look into some statistics of engagement that can validate the point regarding email marketing.
Engagement
Engagement rate plays an important role. It will not make sense if people ignore emails when they have been using them.
Email newsletter open rate is around 21.33% across the industry. Another vital metric click-through rate is around 2.6% which is excellent.
When it comes to social media, the engagement rate is rather low. Facebook post average engagement rate is around 0.27%. In the case of Instagram and Twitter, the engagement rate is respectively 1.73% and 0.046%
So, email marketing is offering much better results in comparison to others. Social media has changed its algorithm and restricted its organic reach. It is done by social media to convince brands to go for paid advertisements for achieving desired results.
Return of Investment
The success of marketing tactics is decided through ROI. For email marketing also, investment is necessary through the use of proper tools. High-quality content plays a vital role for which brands may have to pay. So, businesses are trying to make sure about the increase of the company’s revenue before they invest in email marketing.
Recent data have suggested that email marketing offers an ROI of about $48 with a spending of $1.So, it means the email will maintain its status as the primary channel of communication between the consumer and brands in the future.
