With the meteoric rise of social media and its influence on content marketing, it can be easy to overlook the continued relevance of email campaigns. While content marketing channels have expanded rapidly over the past several years, email is still one of the best ways to reach prospects and drive leads. In fact, using email effectively can actually improve the success of your other marketing efforts.
Email is everywhere
Hundreds of millions of people use email every single day, all over the world, and many of those people maintain more than one email address. Furthermore, according to recent data, email actually delivers a better return on investment than social media – four times greater, in fact.
A 2015 study found that email returns about $38 in revenue for every dollar of spend, yet the average business only devotes about 15% of its total marketing budget to email.
The potential for reach with the right email campaign is significant and smart marketers know this is a platform that should not be ignored.
Email promotes content
The benefits of creating fresh, quality content are well documented but those efforts are wasted if your audience never sees it. Email is a quick, simple, cost-effective way to promote content both at the top end to attract prospects and as a driving force further down the funnel to convert leads to sales.
Email can also be automated so there’s never a worry about sending out new content or promotions to encourage continued engagement.
Email improves SEO
Email actually improves the performance of most social media campaigns. Changing algorithms on social networks make it hard for marketers to keep up, but email provides a means to work around those barriers to engagement.
A good email campaign can improve your reach and visibility, strengthen your link profile and give you the freedom test and try new methods without blowing your marketing budget.
Email may seem like a marketing tool of the past, but there is plenty to gain from using the platform effectively. Wider reach, better promotion and improved SEO are just some of the benefits of this powerful, cost-effective channel.