Learn why email marketing works!

Why Email Marketing?

Written by Denise Covington

If you’ve been in the marketing game for a while, you have definitely noticed some changes. Arguably, the most notable changes have occurred in the realm of digital marketing. According to the most recent Nielsen Annual Marketing Report, digital channels now capture more than half of all advertising dollars spent in the U.S.1

With so many new social media platforms and digital channels, how do you choose? And more importantly, how do you measure ROI in order to justify your spend? Here at Infocore, we are firm believers in the power of email, and here’s why…

Measuring Success

According to the same Nielsen Report, newer digital channels such as social media platforms tend to get the benefit of the doubt when it comes to ROI. Simply put, their results remain unproven and immeasurable. Whether spending on these channels is driven by irrational exuberance or FOMO, the benefits are often based more on perception than reality.

Email marketing, on the other hand, is easy to measure. Not only can conversions be tracked back to the individual customer, but tracking opens and clicks can show the customer’s journey to purchase from start to finish. In addition, you can track delivery rates, bounce rates and unsubscribe rates to gain an accurate picture of who is actually seeing your message or offer. And when it comes to ROI, marketers can expect a $38 return for every $1 spent on average.2 That’s higher than any other channel!

It’s Growing

According to Statista, there are 3.9 billion email users daily, and that number is set to grow to 4.48 billion users in 2024!3 Not only does this make email a necessary part of your primary marketing strategy to reach existing customers, but it also makes email an indispensable part of your acquisition marketing strategy to reach prospective customers.

Another exciting facet of this growing email market is the percentage of people who check email on their mobile devices. According to a recent report from MovableInk, 66% of all emails are opened on a mobile device – 49.5% on a mobile phone and 16.8% on a tablet.4 That means you can essentially communicate with your customers in real time, wherever they are, 24/7.

Communication is Key

Now, more than ever, connecting with your audience is a vital part of your company’s success. In addition to brand loyalty, fostering an ongoing relationship with your customers will help you personalize and target your marketing in a more meaningful way. With the right data, email allows you to easily send the right message to the right person at the right time. Your customers, current and future, will appreciate that.

Infocore Can Help

At Infocore, we help you leverage third-party data to maximize the reach, efficacy and ROI of your email marketing campaigns. We source, vet and deliver the highest-quality, highest-performing audience data available. Plus, we are experts at testing, measuring and evaluating the success of each campaign.

Want to know how Infocore can help with your next email marketing campaign? Contact us. We’ll tell you everything you need to know.

1Nielsen Annual Marketing Report, Second Edition 2019-2020.
2DMA Response Rate Report, 2018.
3https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
4https://marketingland.com/majority-emails-opened-apple-devices-android-users-pay-attention-115945

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