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A graphic with a silhoutte of a woman sat at a desk with lots of little emails in envelopes flying out the top of the computer. The right hand side of the image is a solid blue with a wavy edge and in white there is writing that reads beginners guide to email marketing what is it and why is it important

April 4, 2024

Beginner’s guide to email marketing: what is it and why is it important?

When it comes to digital marketing, the channels that might typically spring to mind are likely to be social media or Google, but email marketing also plays a crucial role in driving engagement, revenue and growth. Some might say email marketing is dying out, or perhaps already buried, but we think it’s still got a lot to give, and here’s why.

What is email marketing?

Now, this might sound super obvious, but email marketing is more than simply typing out a few lines of text and maybe attaching an image to try and get a response out of your recipients.

It’s a digital marketing strategy that, yes, involves sending emails, but typically with meaningful content tailored to your audience(s). The goal of course is promoting products, services, or brand messages, but ultimately it should aim to nurture your customer base and relationships.

These emails can take various forms, including newsletters, promotional offers, event invitations, and more. The key to successful email marketing lies in delivering relevant and valuable content to subscribers, fostering stronger relationships, and driving desired actions – for example, buying a product, enquiring about a service, booking an event, etc.

Graphic depicting simple coloured icons of people in a crowd of which most are grey with few that are colourful. A headline reads '4.6 Billion email users by 2005'

Isn’t email marketing dead?

Far from it – it might be one of the oldest digital channels but don’t believe those nasty rumours! Despite, surprisingly, being around for nearly 40 years, and the rise of social media, email remains one of the most effective and essential components in today’s digital strategy toolbox.

Don’t believe us? Believe the numbers:

  • Email users projected to soar to 4.6 billion by 2025 and daily email volumes expected to hit 376.4 billion.
  • 77% of marketers have reported an increase in email engagement over the last 12 months.
  • In 2023, email marketing boasted an impressive $36 ROI for every $1 spent, showcasing its unparalleled return on investment.
  • Email marketing revenue is predicted to reach an impressive $12billion by the end of 2024.

If you ask us, it’s evident that email marketing is not only alive, but thriving.

A illustration with the text "77% email engagement over the last 12 months" with a little green arrow pointing up to indicate this is a 77% increase. This text on a white background and next to it is an illustrated but grayed out box which looks like an email.

Why email marketing works

It’s cost effective:

One of the primary reasons email marketing is favoured by businesses of all sizes is its cost-effectiveness. Compared to traditional marketing channels such as print or TV advertising, email marketing offers a significantly lower cost per conversion. With minimal overhead costs and the ability to reach a large audience at scale, email delivers impressive returns on investment.

It enables direct communication:

Email marketing provides businesses with a direct line of communication to their audience’s inbox. Unlike social media or other platforms, where algorithms can impact reach and visibility, emails land directly in subscribers’ inboxes, ensuring greater visibility and engagement. This direct communication allows businesses to deliver targeted messages, personalised offers, and valuable content to their audience.

It allows for segmentation and targeting:

Another advantage is its ability to segment and target specific audience segments. By categorising subscribers based on demographics, preferences, purchase history, and other criteria, businesses can deliver tailored content that resonates with each segment. This targeted approach increases the relevance and effectiveness of email campaigns, in some cases driving 30% higher open rates and 50% higher click-through rates.

It’s highly measurable:

Email marketing provides businesses with robust tracking and analytics tools that enable them to measure the performance of their campaigns. From open rates and click-through rates to conversion metrics and revenue generated, businesses can track key metrics and gain valuable insights into the effectiveness of their email marketing efforts. This data-driven approach allows businesses to refine their strategies, optimise their campaigns, and achieve better results over time.

Graphic depicting $100 bills strewn across a white background with a headline that reads '$12 Billion email marketing revenue by the end of 2024"

Making email marketing more effective

It’s clear that email marketing is effective, but we strive for continuous improvement wherever we can. There are many best practices for email marketing from adopting A/B testing and mastering snappy subject lines through to working out optimal send times or even choosing an email marketing platform that works in tune with you. The real key to making sure your emails are hitting the mark is understanding the fundamentals and its place within your wider marketing or digital strategy.

Final thoughts

As we’ve seen, perhaps the most compelling reason why email marketing is valuable is its ability to drive engagement and conversion. By delivering timely, relevant, and valuable content to subscribers, businesses can nurture leads, guide customers through the sales funnel, and ultimately drive desired actions such as purchases, sign-ups, or downloads. With the right strategy and execution, email marketing can deliver impressive results and contribute to business growth.


Need support with your email marketing? Contact us for a free consultation.

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