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The importance of email marketing in 2020 and why you should care

Posted On Wednesday, 22 July 2020

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Digital marketing strategies are used by just about every brand. But many strategists want to know how to squeeze the most from their digital marketing budget and deliver the highest return.
Over 56% of the global population has internet access—and just about everyone has an active email address. So the importance of email marketing (and digital marketing overall) is higher than ever.
If you’re a digital marketer, maybe you’re wondering how can you use email to reach your audience with relevant content at the right time. Or maybe you want to know how you can incorporate email into your digital marketing strategy to best complement other channels. Maybe you’re curious about what remarkable email marketing looks like in 2020.

We’ll go over all this and more to help you understand the value of email marketing in 2020 and which tools you have at your disposal to make it work for you.

Everyone uses email

By 2022, Radicati estimates that 4.25 billion email users will maintain 1.86 email accounts on average. As of 2019, 4.33 billion people have internet access worldwide and 3.93 billion use email.
It’s common for people—especially young people—to have two or more active email addresses. Many use one email for personal things (like social media and bills), one for mailing lists and brand promotions, and another for work or business.

An email address is required to do many things online, like signing up for Facebook or online banking, so just about everyone with internet access has a valid email address.
Email is relatively easy to design and implement

Want to create eye-catching custom emails on a small business budget? When you sign up with a reputable email service provider like Emma, you’re able to do just that.

For small businesses, this is huge because you can create amazing email marketing campaigns on the same level as big-box brands with no knowledge of coding.

Content marketing

Email is the perfect tool for promoting your best blog posts.
77% of people prefer email for permission-based advertising. It’s easy to forget that social media is technically permission-based because it often doesn’t feel that way.

With email, people have voluntarily given you their email address, so you know they want to hear from you and read your blog content.

Marketing Sherpa found that 19% of people unsubscribe from mailing lists when brands are constantly trying to sell them something. It’s actually in your benefit to prioritize blog posts, podcasts, tips, tutorials, videos, infographics, and other valuable content through email over promotional material.

You can make good use of your content with stunning newsletters and custom RSS feeds. U.S. Outdoor Store always includes a perfect ratio of interesting content and promotions in their email campaigns.

You’re not in control of the relationship—and that’s okay

More than 75% of people prefer email marketing because they’re in control of the relationship. For consumers, email is a refreshing break from intrusive social media ads. Why? Because if they see something they don’t like, they can simply unsubscribe.
Plus, email is highly regulated through GDPR and anti-spam laws. This hopefully doesn’t scare you, because these are good things.
People will always know exactly how and where you got their email address. Since you’re only collecting email addresses from people who choose to hear from you, you’ll never waste money on your campaigns.

Encourage your subscribers to take more control over the relationship

Marketers gain the trust of their subscribers when they encourage them to take control of their inbox.
How do you do this? Insert a link to a preference center at the bottom of all your email campaigns and prompt all new subscribers to fill out that page.
According to Marketing Sherpa’s survey, 45% of people unsubscribe from mailing lists because they receive too many emails (either from a single brand or in general). Another 91% of people unsubscribe because they aren’t happy with the content—either the campaign is too promotional, generic, or uninteresting.
A preference center lets your subscribers tell you exactly how often they want to be emailed and what type of content they want to be sent. Here’s an example of a preference center by Brooks Running.

Stay at the forefront of automation and technology

Think the hottest marketing technology is only accessible to big brands with massive budgets? Not so.
Email service providers give you access to cutting-edge automation features to create a human experience that 84% of customers say is the key to winning their business.

  • Segmentation
  • Customer journeys
  • Post-purchase communication
  • Re-engagement
  • A/B testing

Wrap up

The importance of email marketing has only grown over the past few years. We’ve discussed a lot in this article, so here are a few things we hope you take away:

  • Almost everyone who has internet access has at least one active email address
  • Email makes it easy to integrate all of your digital marketing campaigns
  • Email marketing gives you the chance to build personal relationships with your audience
  • Your subscribers are in control of the relationship—and that’s a good thing

Author: emma

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