In a world saturated with ever-evolving digital communication channels and social media platforms, it is easy to think email marketing has lost its power — but actually, it’s more effective than ever. When surveyed, audiences deemed email marketing as the most effective marketing channel (41%), followed by social media (16%) and paid search (16%). Given more than half the global population subscribes to brands’ emails, this marketing tactic provides a prime opportunity for companies to reach target audiences.
Email marketing offers several key benefits.
The ability to personalize content based on users’ actions is part of the reason email marketing is so effective. According to The 2023 State of Email Workflows by Litmus, 80% of customers are more likely to make a purchase after a personalized experience. Brands can customize content — including images, copy, subject line and send time — based on subscribers’ preferences and previous activity.
Segmenting audiences makes granular targeting possible, tailoring content to each specific customer. Personalization tags can pull in specific information about a contact, like their name or location.
Here is an example: A customer recently visited Brand X’s website, signed up for emails and then added a few items to their cart. Hours later, Brand X can send the customer an email with images of the abandoned items and the subject line, “You Forgot Something, (Customer Name)!”
Email marketing allows brands to communicate with their target audiences at any time. Considering 41% of email views come from mobile devices, it is important to optimize content for phones and tablets. A study from Mailchimp found responsive email designs, which adapt to different devices and screen sizes, yield a 15% increase in mobile clicks.