The age of COVID-19 brought changes to digital marketing; specifically, it made email marketing even more of a thing. You would think with all the options brands have these days to communicate with their audience that email marketing would be a dinosaur. It is still one of the most cost-effective marketing strategies with some of the highest returns available.
In 2015, a report issued by the Digital Marketing Association estimated that brands saw a 38 dollar return for every one dollar they spent on email marketing. Today, that number is closer to 42 dollars for every one dollar invested in email marketing.
There was a significant change in how businesses approach email marketing in 2020, making it even more important. That year saw an increase of 45 percent in email marketing volume, but why?
Why the Surge?
At first, brands used email to talk about changes during the pandemic. They needed to shift their business models to adjust to a new way of life. Emails offered them a way to keep consumers up-to-date on things like curbside services, safety measures, business hour adjustments, and closings.
Even once the need for this kind of outreach subsided, the use of email to reach out to their audience didn’t change. Email provides a personal connection and a more fluid buyer’s journey. The increasingly confusing social media algorithms make these platforms less effective as a marketing tool.
The Benefits in 2021
Having a strong email marketing strategy gives businesses a way to connect with their prospects and customers and build a relationship. Those strong relationships are how businesses can continue to maintain their base as the pandemic continues. It comes at a time when people are looking for a more personal and authentic approach from brands.
Emails compel the reader to take action, like click on a link or go to a website. It is measurable action in most cases, too. Marketers can track opens, clicks, and soft and hard bounces to learn what works and what doesn’t for future campaigns and email mailing lists.
Emails also offer a way to integrate other channels seamlessly. That would include:
- Social media
Emails improve the audience’s understanding of the brand. The more they know about the brand and products, the more likely they are to be loyal to them. Daily emails that contain relevant content continue to grow that relationship and provide updates within a specific industry.
More Changes Coming Soon
Changes by both Google and Apple will further impact the effectiveness of email marketing campaigns. Next year, Google plans to end its support for third-party cookies on Chrome, the most popular browser. These cookies allow brands to track site visitors all over the internet. That tracking is the core tool used for targeted ads. Google’s goal is to build user trust by improving their privacy.
Apple is taking a similar approach to improve the Safari user’s privacy with its iOS 14 update. Their Intelligent Tracking Prevention tool is a default feature. It reduces cross-site tracking by limiting cookies, as well.
Of course, email marketing is only effective when you use it right, so here are some tips. Keep your content honest and avoid misleading subject lines. Be sure to tell the recipients the brand name and give them an option to opt-out.
Effective email campaigns can allow you to cater more effectively to your target audience and better understand their needs. In 2021, email marketing will continue to the best way for businesses to share information.