Why Email Marketing Is Still Important In 2023
Even in 2023, email marketing is one of the most stable and cost-effective ways to market to prospects and retain customers. As one of the main owned media channels, email marketing allows businesses to control the content they send and reach another level that other conventional paid marketing channels cannot.
Here are the main reasons why we, at Vero Digital, think email marketing is not a thing of the past and is here to stay.
Artificial Intelligence (AI)
It probably wasn't a surprise that we mentioned Artificial Intelligence in 2023. AI has taken the world by storm this year and has enabled marketers to take their efforts to the next level.
Large email providers like Klaviyo, have now integrated AI into their email marketing tools to produce Intelligent Marketing (ooo fancy). These tools will use AI to generate predictive analytics on what behaviours and actions our customers and prospects are likely to do next. This can help marketers like us tailor email campaigns or set up automation flows to react quickly to the ever-changing behaviours of our customers and prospects.
Take a probability of churn metric, for example, AI is able to quickly determine when a customer might churn and stop buying from your store or business. From this, you are able to run a highly personalised and tailored email flow to get them back on track. You could offer them a discount, free shipping, or even a free additional gift anything to get them back to place an order!
AI gives us the opportunity to develop content within our emails such as subject lines and highly effective call-to-actions. AI can crawl your content and build these for you saving time and brain power and ultimately uses its intelligence to know what will work best.
Keep in mind though that AI doesn’t convey emotion that we all know is one of the most important factors in marketing, so be aware of this!
Personalised Reach
Users who are signed up to receive email marketing and communications from you, you guessed it, signed up themselves one way or another!
These people have opted in themselves to be a part of your newsletter and subscriber base. Whether it was from a pop-up form or from purchasing from your store, they want to hear from you.
Having an engaged subscriber base ensures that the email communications that you send out are tailored to your customers and prospects. This ultimately leads to a high success rate for your campaigns which will drive revenue for your business.
While targeting in paid social ads can be comprehensive and detailed, you are making the assumption that these people are actually going to be interested in your ad and will hopefully take some sort of action. With an email list you know these people are interested already in your product or service and ROI in most cases is a lot higher for your business.
Accessibility
Campaign Monitor states that in 2023, 3.8 billion people have an email while HootSuite states Facebook in 2023 has 2.93 billion active users on their platform. This means that there are nearly 1 billion more email accounts than Facebook users…surprised? We aren’t
This means that if you are not utilising email you are potentially missing out on a significantly large set of users to market to. We know that it doesn't mean that you are going to reach all potential 1 billion users of email but there is a high percentage of extended reach compared to paid campaigns.
It's here to stay!
Email Marketing is a channel that will stand the test of time. With a marketing landscape that changes every month, email marketing is a channel that has stayed both consistent and seen tremendous growth in terms of capabilities in the last decade. Throw in a bunch of new upcoming technologies and it will only become more powerful. Vero Digital knows it's here to stay!
