In the last 10 years or so the Internet has seen an explosion in growth with more people able to access it from more places than ever before. This unprecedented access has led to a wide variety of changes in the way that businesses build, provide, market and distribute their brand and services online. First, Google changed the landscape with its all powerful search engine, then banner ads and pop-up advertising became commonplace, now it’s social media and mobile advertising that are the flavor of the year. But one medium for marketing has remained constant throughout the evolution of the Internet: marketing by email.
Every one of these of platforms for marketing has had its heyday, met with its highs and lows and various successes. But only marketing by email has remained constantly and consistently effective as a dependably reliable way to grow your business and spread your brand. Marketing by email has been, and will remain, one of the most effective advertising methods available on the Internet.
How has marketing by email maintained such resiliency? Let’s discuss some reasons why email has been the top dog in web marketing, and why it will stay that way for a long time to come.
Email is everywhere. Even in these heady days of social media it seems that everyone has a handful of friends that have spurned the platform, but everyone has an email address! Email is a necessary part of living in the 21st century, it’s become nearly as ubiquitous as having a phone number. Gmail alone has well over 425 million active users monthly. The sheer number of people with email addresses is one reason why marketing by email will remain a potent force for the foreseeable future.
Marketing by email requires permission. Marketing by email is a two way street: a user comes to your site and requests to receive email communications from your business. This is an extremely powerful tool! The emails you send have been specifically requested by the reader, and thus there is a much higher chance of them being opened and actually read. This allows marketing by email to deliver more information directly to an interested party than banner ads, pop-ups, and other less targeted ad platforms.
Marketing by email reaches huge audiences for a small investment. As we have mentioned here before, marketing by email is king when it comes to return on investment (ROI). For what amounts to a pittance in most companies marketing budgets email can reach literally millions of people. What’s the total cost of the massive brand exposure through marketing by email? Somewhere around $100 a month, on average. That’s an amazing ROI, and really just an amazing statistic. The affordability and ROI of marketing by email means that it is here to stay.
While this is by no means an exhaustive list of the benefits of marketing by email, it does provide some solid evidence for the staying power of email as a marketing tool. When planning your next marketing push, just remember that email can reach a staggering number of people, a targeted audience, and costs less than pennies per impression. You simply can’t go wrong with a platform that has the proven track record and staying power of email marketing.