As a digital marketing agency, we talk a lot about content marketing. It’s kind of our bread and butter. As part of your bigger ‘content’ picture, social media marketing continues to skyrocket, and why wouldn’t it? It’s fast, free and accessible to everyone. It’s one of the best marketing methods available for small businesses. But there’s a lot more to content marketing than social media and blogging. Email marketing is a huge behind-the-scenes player that gets big results.

Because email has been around for such a long time, it’s easy to dismiss it for the flashy new ways. But, there’s a reason that email marketing has stuck around. It’s the stalwart of the marketing world because it’s a simple, high-quality method that’s highly efficient. The simple fact is email marketing matters. And as data protection rules have become tighter, your email subscribers are your core fans. These are people who REALLY want to hear from you.

Although there’s still a place for social media, chatbots, retargeting ads, and other ‘modern’ inventions of digital marketing, email marketing is irreplaceable. So far, anyway.

In a follow-for-follow social media world, you know that your email subscribers hit subscribe because they want to hear what you want to say. They don’t have any other motivation than being interested.

As email became more maintstream, spam and scams seeped into modern life. Our inboxes become stuffed full of Nigerian princes offering us millions, people trying to sell us magical blue pills and uninvited mailshots. It could be tempting to give up on email marketing altogether. But, here’s a very good reason not to:

89% of marketers find their email marketing strategy successful.

We think that’s reason enough to not abandon email marketing. But let’s look at a few more reasons why email marketing matters in 2019.

Email Marketing Statistics for Small Business

Here are a few reasons why email marketing should be a part of your content marketing funnel:

  • 40% of B2B marketers say email newsletters are most critical to their content marketing success. (source)
  • 59% of respondents say marketing emails influence their purchase decisions. (source)
  • Click-through-rates are 47% higher for B2B email campaigns than B2C email campaigns. (source)
  • Day of the week doesn’t affect results as much as you might think:
Source: MailerLite
  • 73% of millennials prefer communications from businesses to come via email. (source)
  • 59% of marketers say email is their biggest source of return-on-investment. (source)
  • Marketers who used segmented campaigns noted up to a 760% increase in revenue. (source)

Emails Are Accessible

In 2018, there were more than 3.8 billion email users globally. The rise of smartphones and tablets has seen a swell in numbers of email users. And when was the last time you left the house without your phone? In fact, 91% of people check their email at least once a day. In the same poll most of these people stated that they prefer to receive business information via email. So, if you’re not taking advantage of that, you’re missing out on a captive audience who have invited you into their inboxes. Because that’s the thing with email marketing. Same rules as for vampires. You have to be invited in. If you’re sending out unsolicited mail shots, all you’re going to achieve is filling up a spam inbox.

Email marketing is successful, but it has to be mindful marketing.

There’s a fine line between being useful and informative and being spam. So, how do you avoid getting relegated to the spam folder?

Good Email Marketing is Mindful Marketing

The most important thing is to make sure you’re only emailing people who have given you permission. While this may seem like a weakness of email marketing, it’s actually a strength. It means that rather than sending your message out to a large audience might be interested in what you say, you have access to a curated audience who are actively interested in your business.

Now here’s where the delicate balance comes in. If you don’t market carefully, you can turn that engaged community into unsubscribers. No-one likes an inbox full of spam. And if you send out too many email messages, you might end up irritating your potential customers.  78% of email marketing recipients claim to have cancelled email subscriptions because they receive too many. Think quality, not quantity.

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