What is email marketing?

Email marketing is a marketing strategy surrounding sending emails to current and potential customers with the goal of increasing brand awareness, driving engagement, nurturing leads, or making a sale.

As a business, you simply can’t ignore or neglect email. If you look at the data, there are over 4 billion email users worldwide—that’s more than half of the world’s population! In 2022, the average ROI of email marketing was $36 for every $1 spent.

Top 6 benefits of email marketing

Email marketing can be an extremely powerful marketing tool to have at your business’s disposal. While there are endless benefits, we’re sharing the top six that can directly impact your bottom line.

1. Increase brand awareness

Email can help you spread the word about your brand, products and services by sharing valuable resources, educational content, news, updates and more with subscribers.

You should also align your email content and design with your brand identity to create brand awareness.

2. Generate website traffic

Email is an excellent way to drive more traffic to your website. You can share snippets of recent articles and take interested subscribers to read the full versions on your blog. Or, add calls-to-action to your promotional emails that take subscribers to your landing pages and sales pages to learn more about your products.

3. Drive sales and revenue

Email can help you put your products and services in front of customers and experiment with different promotional techniques to generate more revenue. For example, you can offer discounts and free shipping to trigger purchases. Another idea is to share roundups and collections that draw attention to specific products. You can also use upselling and cross-selling techniques to increase the average order value.

4. Boost other marketing channels

Email lets you integrate your marketing channels and drive traffic to other customer touch points, such as social media, landing pages, blogs, and in-person events. For example, you can ask new customers to share a review on your Facebook page, or start an Instagram challenge and invite subscribers to participate.

5. Keep customers engaged

With email, you have room to experiment with your messages. There are so many different types of email campaigns you can send, and there’s plenty of room for creativity. Switching up your email campaigns keeps customers interested and excited about your brand. Plus, it helps you stay on top of their minds.

6. Gain valuable business data

Email allows you to collect customer data and learn more about their behavior. You can do this by tracking analytics, or sending email surveys and feedback forms. Leverage this information to improve your emails, business, products, and services.

You can also use email marketing tools to set up automated workflows to trigger emails based on specific customer actions. For example, automatically send a welcome email as soon as a contact signs up for your newsletter.

Automation not only saves you time and effort but also helps you send the right email to the right person at the right moment, minimizing human error and delays.