Email marketing is a cost-effective means of engaging with everyone from casual website visitors to your best clients. That’s why it’s still a smart strategy for businesses of all sizes.

Email has always been among the best methods of engaging with your clientele. There’s no better way to stay in touch with potential customers. Done right, it enhances positive associations and encourages brand loyalty. These are only a few reasons to make the most of this powerful marketing tool.

For one, your potential audience is growing by leaps and bounds. As of 2017, there are 3.7 billion email users worldwide. The 233 million email users in the United States is projected to reach nearly 255 million by the end of 2020.

At least 91% of those users check their inbox daily. But most check much more frequently! And 72% of US adults prefer email communications from the companies they do business with. So you’re sure to give a good impression with a well-managed email marketing strategy.

Here are five reasons email marketing still matters and ways to make the most of it.

It’s inexpensive.

There’s no doubt about it, sending email will not break the bank. Even if you pay a third-party service for delivery or hire a writer to create your campaigns, the overall costs involved with email marketing are relatively small. But when you consider the next item on this list, any expenses really should pay for themselves.

Return on investment (ROI) is huge.

Email marketing has been shown to return $44 for every $1 spent. That’s a massive bang for your buck! A solo entrepreneur working with a smaller budget could potentially see an even higher rate of return.

Email is direct.

Yes, most people have Facebook accounts, but reaching your particular audience is easier done with focused email. Unlike other marketing methods, email reaches your subscribers directly and is addressed to them specifically.

It’s personal and customizable.

Email is also very personal and is easily customized. Using names and other information subscribers voluntarily provide increases the likelihood of having your message opened and read. Knowing your subscribers’ location, interests, goals, and activities simplifies giving them the exact information they need.

Email can be selective.

Nowadays it’s almost effortless to create multiple lists and fine-tune your marketing. Available tools help segment customers according to the types of products they’re interested in. You can craft messages to subscribers based on the information that attracts them most. Where else do you have so much control?

Use smart email marketing strategies.

Before starting any email marketing campaign, have specific goals in mind. Know what you want to achieve, and make it convenient for your reader to take that action.

For example, when sending a reminder to finish checkout, have a button directed to the abandoned shopping cart. If you provide a coupon code, include a link to your landing page where it can be redeemed.

Have a budget and stick to it! If you need a service to help grow your subscribers’ list, don’t start with a lot of expensive add-ons. You can always move up to a more comprehensive plan as your needs grow.

Track your metrics to understand which campaigns work best with your audience. Test different approaches and measure their success in increasing your bottom line.

Use social media to amplify your messages. Announce giveaways, contests, and other content to drive new visitors to your website to sign up for your email list.

Now that 48% of emails are opened on a smartphone, be sure yours are mobile-friendly and responsive to any browser on any size screen.

In conclusion.

Doing all you can to ensure your subscribers feel valued builds brand loyalty. That’s a major reason why email marketing still works.

An email list is an incredible asset you wholly own. You don’t share it with anyone, and you can keep using it months and years down the road.

So grow it, nurture it, and get results from it!

Have you used email marketing successfully to grow your business? Tell us about it in the comments below!

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