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Is Email Marketing Important?

When it comes to ROI, nothing beats email marketing.

Despite its age, it continues to generate $42 for every $1 you invest and remains the key strategic channel for most marketers.

This isn’t surprising either. According to Statista, roughly 3.9 billion people across the globe now use email, and that number is expected to grow to 4.48 billion by 2024. This channel’s not reserved for one particular demographic either. Even Millenials love it.

Needless to say, email marketing’s not only not dead – it’s thriving! And if you’re considering using email marketing services, you can count on:

  • reaching more customers on their preferred communication channel,

  • boosting your sales, and even

  • increasing your brand recognition.

Let’s get on the same page about what email marketing services are and why they’re so important.

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What’s an email marketing service?

An email marketing service is a piece of software or technology that helps you create, manage, and improve email marketing campaigns.

A good email marketing service makes it easy for you to send out newsletters, product launches, and abandoned cart emails to your list by giving you the tools to do it.

For example, the drag-and-drop editor in most email marketing services makes it easy to create polished emails without coding skills. And other features, like segmentation and tags, allow you to send out highly targeted and personalized campaigns.

Think of it as an assistant that’s working for you behind the scenes. So while you’re busy working on projects, your email marketing service will be nurturing potential customers in the background and building up your brand recognition in the process.

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Why is email marketing so important?

We’ve already mentioned this, but the #1 reason email marketing is so important is that it’s been proven, time and time again, as the most effective marketing channel.

In a study by Content Marketing Institute, 31% of B2B marketers said email newsletters were their best medium to nurture leads.

To little surprise, 9 out of 10 marketers use email to distribute content. And they do so, because the average click-through rates and conversion rates make it worth the effort.

Average metrics generated with email campaigns. Data from GetResponse Email Marketing Benchmarks.

These stats show us why email marketing isn’t just a nice-to-have for your business — it’s essential.

Not only is it still the most effective marketing channel nearly 50 years after it was first used, but it’s also managed to make a smooth transition onto mobile devices.

Take a quick look at a real-life case study of TechSoup Polska — it’ll give you a much clearer view of the importance of email marketing.

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A quick case study of a business who increased sales through email marketing:

TechSoup helps the community and social organizations gain access to new technologies like software and hardware by teaching them how to use them.

The company began using email marketing, specifically a newsletter, to target their customers with new offers and suggestions.

TechSoup Project Coordinator, Liza Nema, said the company used segmentation to send customers offers about different products, interests, and equipment.

Their strategy was simple:

  • The content was structured: Content sent out was divided into sections of information to make it easier for customers to understand.

  • Each email had consistency: Users were always aware of who the emails were from because TechSoup used their brand colors and similar graphics in them.

Different emails were sent to different groups: They didn’t send the same email to everyone on their list. Instead, specific content was sent to segmented recipient groups such as sending out information about Google Ads training to customers using the Google for Nonprofits platform.

So, how important was email marketing to TechSoup Polska’s bottom line?

After 12 months, they had a 1200% increase in orders value from their newsletters! (And just by the way, they used our email marketing software!)

Now you know what email marketing services are and why they’re so important!

Need to find a solution for your business this will help you achieve these results, my recommendation test out GetResponse We use it for all our clients and works like a charm.

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