Amidst the rise of social media and new platforms to engage consumers, email marketing continues to grow as a marketing channel. A recent report highlighted 28 per cent YOY growth for email and it is an integral piece of the marketing puzzle and remains to be important for brands to reach and interact with customers.
Email is a core channel that has evolved alongside changing customer expectations. It underpins newer platforms and an email address is essential to create a login for most social media accounts. Still not convinced? Here are five key reasons why email marketing should sit at the heart of your marketing mix.
1. Reach: Facebook has 1.55 billion monthly active users, Instagram has 400 million however there are over 4 billion active email addresses in the world providing brands with a significant pool of current and future customers to engage with. The reach of email can’t be denied!
2. Personalised automation: Email has the power to send one piece of content to thousands of recipients and still be totally personal, based on your recipients’ previous behaviour. Email is also the glue when it comes to automation across all marketing channels and complements other marketing channels. For instance, if brands are running promotions via social media, they can retarget through email marketing. Email brings platforms together to promote a single customer view and delivers the connected experience consumers desire and increasingly expect.