How email marketing is the most powerful tool for boosting sales

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If you aren't using email marketing to advertise your eCommerce brand, then you are missing out on the most effective way to convert sales.

What is email marketing?

Email marketing is the method of advertising to consumers by sending them promotional emails. These can be newsletters, welcome emails, confirmation of purchases, feedback requests, and updates on new product releases or sales.

Email gives the biggest returns in digital marketing

Comparing the return-on-investment from all digital channels (SEO, internet display ads, mobile ads, keyword ads) and traditional channels (TV, print ads, and radio), email marketing is number one.

A report by Litmus in 2018, “Email Marketing ROI: The Factors That Lead to Better Returns,” email marketing created $38 return per $1 invested.

In fact, they found that brands that said they could measure their email marketing ROI "very well" reported returns of $46 per $1 invested.

This extremely high return stayed in place in the Litmus 2021 report, confirming that email ROI was $36 per $1 invested for brands in 2020.

Compare this with Google pay-per-click ads that have an average ROI of $8 for every $1 invested, according to Google's Economic Impact report.

Access to 67.9% of the world's population

The great thing about email is that the number of people using it is increasing year-by-year. There are around 5.3 billion email users worldwide in 2022, according to Internet World Stats.

The continents with the highest penetration rates are North America (93.4%), Europe (89.2%), and South America (80.2%).

However, Africa, Asia, and the Middle East are seeing rapid growth in the number of people creating an email account. Africa, for example, has the biggest rise in email users by 13,233%. This means huge potential for businesses around the globe.

Consumers personally invite you to their inbox

The beauty of email marketing is that thanks to the new data protection laws, customers must invite brands to send them emails. By agreeing to opt-in, customers are are more likely to engage with what brands send them.

High open rates

The 2022 Email Marketing Benchmarks report by GetResponse highlights the impressive open rates of marketing emails around the world.

  • Overall, Europe has the highest open rate of 25.18%
  • France in particular, has the highest open rate of 38.33%
  • North America has the second-highest open rate of 23.53%
  • To compare, Asia has the lowest open rate of 15.12%
  • Less complicated than other marketing tools

    In contrast to SEO and appearing in social media feeds, with email marketing there are no algorithms to conform to. This makes it easy for businesses to directly address their customers on a personal level without the strenuous task of being seen.

    The only complication is competing with the high number of other marketing emails in your customer's inbox.

    Standing out with a strong combination of captivating copywriting, good email etiquette, and non-spam style communication can tackle this issue.

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