Low prices
One of the most obvious advantages of email marketing is its low cost compared to traditional marketing channels. There are no printing costs as is common in print media, no broadcast costs as in television, and no postage costs.
Typically, you pay based on the volume of subscribers and a monthly sending quota, but initially, if your subscriber list is not too large, there are often free plans, and the costs are always progressive; as you increase your list, the monthly fee increases.
You only target those interested in your brand.
Permission-Based Emails to Avoid SPAM
Email marketing is one of the few channels where consumers ask to be included. This feature makes it unique for building customer loyalty and encouraging them to purchase your products and services again. This leads to very high conversion rates.
Of course, unsolicited bulk emails can be sent, but this would only damage your brand image and put your website on SPAM blacklists.
Segmentation
Most marketing professionals would pay to ensure they are only investing in advertising campaigns aimed at their target audience. Email marketing can go a step further by sending newsletters that meet certain criteria.
For example, if you are a franchise of a national brand but only want to send promotions to potential customers in your geographic area, or if you want to launch a campaign for a certain segment of your list (by age, gender, interests, etc.), it is possible to do so by segmenting the lists.
Initially, you may only have the name and email of your subscribers, but it is good to gradually collect this type of information that allows you to segment, so that future campaigns you launch will be more effective, because you get more conversions and do not bother those who are not interested.
Calls to Action
Well-structured calls to action can be your allies in taking advantage of your customers’ impulse purchases. There are not many channels like email marketing that allow you to announce an offer or product and have the customer buy with just a couple of clicks, sending the customer directly to the purchase or checkout page.
Easy to Create
Email marketing does not necessarily require a specialized team with advanced technical requirements. Not even a super-optimized and attractive design is required; some of the most successful email marketing campaigns have been with plain text email format. In the end, how persuasive you are in your message is the most important thing in this type of campaign.
Easy to Monitor
Like almost everything on the Internet, email marketing campaigns can be measured. You can get statistics on opened emails, clicks, and conversion rates. They also allow you to do automatic A/B tests, to send the subscriber two versions of the same email and decide which one works better even before the sending to the entire list is finished.
Easy to Share
If you send your subscribers a very tempting and “viral” offer, it is easy for them to forward your newsletter to their email contacts, like a “Forward”. It is very easy to share content by email, and your subscribers will become advocates for your brand to contacts they already have.
Global Reach
What other platform allows you to send a message to thousands of people around the world? I believe email is by far the best channel in this regard.
Social media can help you spread your content, but you have to keep in mind that email marketing goes a step further; it sends your message directly to your subscriber’s inbox.
In the age of mobility, this is key for advertising. The vast majority of people have their email account configured on their mobile device.
Immediacy
Due to the immediacy of email, an advertiser can start seeing results within minutes of sending. Neuromarketing techniques of urgency and scarcity can be used in combination with email marketing.
For example, you can launch a campaign with a 24-hour expiration or a limited offer to convince the subscriber to take immediate action.
Return on Investment
In the business world, results are arguably the only thing that matters. With this in mind, the main reason most companies invest in email marketing is the impressive return on investment.
According to DMA 2015, for every dollar invested, email marketing generates a return of $38. Many studies confirm that these figures establish email as the best platform in terms of ROI.