15 Benefits of Email Marketing, Plus Some Eye-Opening Stats
You may have heard that email marketing is dying or it’s already dead. But you’ve probably also heard that your email list is your business’s lifeblood. So, which is it?
Surprise, surprise! I’m going to say it’s the latter. After all, how else could I write an entire article all about the benefits of email marketing?
Email is your direct line of communication with your most engaged customers and potential customers, so it’s very much alive—and your email list is all yours!
No pesky social media algorithms, no devastating Google updates—it’s just you sharing your story, products, and offers with subscribers who want to hear from you.
But don’t just take my word for it! Here are some eye-opening stats, which back up what I’m about to tell you:
- There are 3.9 billion daily email users—and this number is expected to hit 4.3 billion by 2023.
- Shoppers spend 138 percent more when marketed to through email compared to those who don’t receive email offers.
- Four percent of email marketing traffic will make a purchase compared to two percent of search engine traffic and less than one percent of social media traffic.
- Conversion rates are at least three times higher on email than on social media.
- Businesses with average order values (AOV) of $100 to $500 recover four to five percent of their abandoned carts on average with email.
- Email marketing has an average return on investment (ROI) of 122 percent, which is significantly higher than other marketing channels.
And then there are fantastic brands like Living Proof, Taylor Stitch, and Heist Studios that are seeing considerable increases in revenue after improving their email marketing strategies. On average, brands that switch to Klaviyo see an increase in revenue of 46 percent in just two years—pocketing an average of $68 for every $1 spent on their email marketing platforms.
Have I got your attention? Great, let’s dive in!
What are the benefits of email marketing?
Listed below are the top email marketing benefits that are waiting for you to reap the rewards from.
1 | You own your email list and the revenue generated from it
Email is owned marketing at its best, which is all about taking ownership of your company’s growth by taking back control of the entire customer experience.
Any revenue you generate from email is yours—unlike platforms like Amazon that take a cut of what you make.
Additionally, owning your marketing gives you the opportunity to create unique experiences that more closely align with your brand. The possibilities are endless when you own your marketing rather than relying on third parties to keep your customers’ data and manage your messaging.
And if you change your email provider, you can easily move your email list with you, allowing you to take even more control over your marketing and the platforms you use to grow your business.
2 | Email is a low-cost marketing channel
Email is a low-cost marketing channel—especially when compared with social media advertising and paid search.
Brands are estimated to spend close to $95 billion on Facebook and Instagram advertising by 2021—a rise of 22.5 percent just this year. Alternatively, you can set up email marketing for free with some providers and for a comparatively low cost once you’ve started to grow your email list.
Email also usually offers a better ROI—as much as 122 percent on average—which is significantly higher than other marketing channels.
3 | It’s easy to get started with email marketing
Then you can start to build workflows to email your subscribers automatically at different stages throughout the customer journey and based on different actions they take on your website. Some email providers will even give you templates to help you launch your automations quickly and easily.
Esselle, a California-based lifestyle brand, grew its direct-to-consumer (DTC) revenue by a fantastic 600 percent within as little as two months. Their repeat purchase rate also grew by 27 percent—that’s certainly a quick turnaround!
4 | Email has higher average conversion rates than other marketing channels
Your email subscribers have specifically signed up to hear from you, which means they often become some of your most engaged and valuable customers.
It’s said that just over four percent of email marketing traffic will make a purchase compared to two percent of search engine traffic and less than one percent of social media traffic.
Conversion rates are also at least three times higher on email than on social media—especially if you segment your audience and send them targeted, personalized content to delight them. More on this in a moment.
5 | Drive more sales with highly targeted marketing messages
Why are targeted messages so powerful? They often lead to better customer engagement, more conversions, and a better subscriber experience overall.
Highly segmented emails—in particular—have the power to drive three times more revenue per recipient (RPR) than unsegmented emails.
There are lots of ways you can segment your email list to send more targeted messages, such as by:
- Subscriber demographic (age, gender, location, etc)
- Product interest
- Email type and frequency
- Signup method
- Email engagement (opens, clicks, etc)
- Purchase frequency and amount of money spent
- Website interaction
Segmenting your audience is also a great way to show your subscribers that you’ve personalized your emails—beyond just using their names in email subject lines and body copy. Your subscribers (and their crowded inboxes) will thank you for it!
You can even go as far as recommending specific groups of products based on a customer’s order history to drive even more sales and traffic to your website.
6 | Message the right people at the right time
Once you’re sending targeted emails to a segmented customer base, you’ll also be doing something else that’s highly valuable for your business—you’ll be messaging the right people at the right time.
This improves your email deliverability while driving more conversions, sales, and brand awareness.
Average email open rates are around 20 to 30 percent—with some brands experiencing even higher numbers than that—while in contrast, organic Facebook posts are said to only reach around two percent of your fans.
This means your message—the right message—is over ten times more likely to be seen by your customers via email than via your Facebook page.
7 | Improve brand awareness by sharing more content
Email also gives you the space to share more content with your customers, helping to improve awareness of your brand and products.
Through email, you’ll be able to convey specific brand messages—whether they’re about your product’s benefits, enticing discounts and offers, your brand’s stance on certain environmental or economic issues, and whatever else you can think of that resonates with your ideal customer.
Take Innermost, a wellness and nutritional supplements brand based in the UK, for example. As part of their strategy, the team has launched email courses to educate consumers on health and wellness topics related to their brand and products—rather than only focusing on sales.
This approach has resulted in average open rates of around 35 percent—with some of the brand’s automated emails seeing open rates as high as 90 percent (typically by day five of each email course)—suggesting this unique approach to customer communications is resonating well with their audience.
8 | Uncover more sales opportunities with A/B testing
A/B testing enables you to send two variations of the same campaign or email automation to subsets of your audience so you can quickly and easily see which email performs better.
You can test lots of different elements of your campaigns to find out which products, testimonials, photography, subject lines, calls to action (CTAs), and more drive the most opens, clicks, and conversions.
This means you can keep doing more of what’s working and change up what isn’t to uncover more opportunities to close the sale.
9 | Build lasting customer relationships and improve CLV
Your email subscribers have given you a coveted place within their inboxes.
They’ve said they want to hear more from you, so you’ve now got the perfect opportunity to build lasting relationships with them, ultimately improving your Customer Lifetime Value (CLV or CLTV).
All good relationships start with a strong first impression, and with email, this often comes from your automated welcome series.
Take the opportunity to say hello, introduce your brand and products to new subscribers, and welcome back existing customers—just like if they’d walked into a brick-and-mortar store.
Email also helps you to improve brand recognition as you’re consistently popping up in your subscribers’ inboxes—and possibly also when they’re already in the frame of mind to buy, such as in the run-up to the holidays or another special occasion.
10 | Get more customer reviews
Email can also help you to collect immediate customer feedback and survey responses, which you can then display on your website, in emails, and across your marketing channels as trust signals—or social proof—to drive even more sales.
Don’t forget to also use this feedback to improve customer experiences where necessary.
11 | Level up your omnichannel marketing strategies
Email is a powerful standalone tool but you can also integrate it with other parts of your marketing, including social media, SMS, and even your brick-and-mortar store.
12 | Save time with automated emails and focus on long-term marketing strategies
Automated emails have the power to outperform campaign emails across the board—with 1,558 percent higher conversion rates and 1,361 percent higher RPR on average—and you can automate almost any marketing process.
Want to introduce your brand and bestsellers to new subscribers? Set up a welcome series.
Want to drive more sales? Automate your upsell campaigns by recommending specific sets of products to subscribers after they’ve clicked certain links in your emails.
By allowing intelligent automation to power your emails, you’ll free up time to focus more on long-term marketing strategies and business goals—rather than only finding the time to work on manual tasks.
13 | Easily analyze and optimize your marketing efforts
When it comes to email marketing, there are various key performance indicators (KPIs) and metrics to focus on, such as:
- Email deliverability
- Open rates and click-throughs
- Email conversions
- Revenue per recipient
- Revenue from email
- Customer Lifetime Value
As mentioned before, A/B testing helps you to see what’s working and what can be improved. You can then use these insights alongside your metrics to improve your strategy across all your marketing channels.
Let your email subscribers, aka your most engaged customers and followers, lead the way in telling you what your customers want to see more of.
14 | Boost your sales and revenue
Segmented campaigns, A/B testing, and collecting more customer reviews all have one thing in common—they help to boost sales and revenue.
Especially during flash sales and other exciting promotional events like Black Friday, emails can also help you to generate instant sales from subscribers who are ready to buy.
You can also feel this instant impact on a global scale thanks to smart email marketing systems that can send emails at different times based on subscriber location and timezone.
15 | Grow your business
Finally, all of the above email marketing benefits mean you’ll grow your business. But once again, don’t just take my word for it!
Here’s a quick intro to three fantastic ecommerce brands that have grown their sales and revenue with email marketing.
- Living Proof, a Boston-based haircare brand, experienced a 21 percent increase in RPR within two weeks of setting up an abandoned cart workflow.
- Taylor Stitch, a clothing company based in San Francisco, saw a 60 percent increase in its RPR thanks to advanced email segmentation.
- Heist Studios, a London-based lingerie brand, experienced a 50 percent increase in their repeat purchase rate as a result of personalized emails, as well as an eleven percent increase in AOV from a customers’ first purchase to their second.
These are just some of the phenomenal results you could achieve when you invest your time in email marketing.
The snowball effect of email marketing benefits
From having more control over your marketing and building lasting customer relationships to driving more conversions and uncovering additional sales opportunities, there are a lot of email marketing benefits for you to reap the rewards from.
And once you’ve experienced one benefit, the rest create a kind of snowball effect.
When you send targeted emails, you’ll improve your customer relationships and feedback scores, leading to more sales. When you uncover more opportunities with A/B testing and automated emails, you’ll grow your sales, revenue, and ultimately, your business.
Wondering if email marketing could benefit your business? Learn how email marketing is helping brands to increase sales.Back to Blog Home