Is email marketing effective?

Email marketing is one of the most effective marketing strategies today.

Its actions are applicable to all market niches and allow you to achieve numerous objectives. Increasing traffic to your website, building customer loyalty and generating direct sales are just some of the advantages of email marketing.

The answer is yes. Email marketing is effective.

But only if it is implemented in the right way.

Knowing, analyzing and segmenting your target audience to choose the contacts most likely to become customers, and providing valuable content that is interesting and useful for these contacts, are two of the keys that you must take into account in your email marketing strategy

In this article we show you how effective email marketing can be and what are the parameters you should measure to check it

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what is email marketing?

Before answering the initial question about whether email marketing is effective or not, it is necessary to define and know what the strategy we are talking about is.

Email marketing is a tool that is frequently used in digital marketing with different objectives. From direct advertising with the goal of generating sales or leads, to improving communication between company and customer in order to achieve customer loyalty.

It consists of sending mass emails to a list of contacts that have been obtained voluntarily.

Email marketing is a very effective strategy that offers numerous benefits that we will talk about below

It contributes to the acquisition of new customers, thus helping to increase sales.
It generates trust and credibility through purchase notifications or order follow-ups (Learn more about the European Data Protection Regulation and its use in email marketing campaigns)
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Increase traffic to your website.
It is one of the most accessible and economical marketing strategies.
It can be easily implemented, as well as automating each of the actions.
It offers a return on investment of 122%, according to an eMarketer study.

Among other advantages that you will see if you decide to use this tool in your marketing strategy.

is selling by email the same?

If you search the Internet for ‘what is email marketing’, selling by email is one of the first definitions you will find.

And although in its beginnings this was one of its main objectives, nowadays, the use of this strategy has evolved towards other definitions that go beyond direct sales.

Thus, email marketing has become a very versatile tool that can be applied in any market niche and regardless of the phase in which the customer or potential customers are with respect to the sale.

That is to say, it is a very effective resource both to encourage the first purchase or any type of conversion, and to maintain the relationship with a customer after he/she buys a product or acquires a service (loyalty).

how to make email marketing work?

It is already clear that email marketing is an effective tool and still has great relevance in today’s marketing strategies. But, as I pointed out at the beginning, this only happens if it is implemented in the right way.

Although there is no single way to carry out effective email marketing campaigns, we can identify some common aspects that should be taken into account when designing this strategy.

Below, I will show you the details of the main steps to follow to develop an effective email marketing strategy.

Choose the most appropriate email marketing platform according to your needs.
Establish concrete, realistic, measurable and scalable objectives.
Analyze and segment your target audience.
Build a content structure of high value for the user and establish a schedule for sending.
Add a Call to Action (CTA) that contributes to the previously established objectives.
Monitor how the main parameters of the campaign behave and measure the final results.

To learn more about each of these actions, I invite you to read our 5-step guide to create an email marketing campaign.

Adapt it to your industry and the type of audience you are targeting in order to create a personalized campaign that will help you achieve your goals.

is email marketing effective?

Finally, with all the cards on the table, we are in a position to answer this question more clearly.

Yes, email marketing is effective if we design a solid strategy based on a deep understanding of your target audience and provide value to the user, among other key aspects that determine the success of this resource.

But what do we mean when we talk about effectiveness?

what are the parameters that should be measured to check the success of email marketing actions? How do we know that they are giving the expected results?

Find out below what are the most important aspects that measure the effectiveness of an email marketing campaign.

Main KPIs of an email marketing campaign (Desirable percentages)

Open rate: Indicates the number of subscribers who open the email.

It shows the interest that subscribers have in your content and allows you to measure how optimized your email subject lines are. It is said that messages that begin by greeting the user by name are 26% more likely to be opened.

On average, most email marketing campaigns have an open rate of about 24%. If your campaigns show a higher percentage, then you can rejoice, as this is an optimal open rate.

Click Through Rate (CTR): Measures the number of people who clicked on the links after opening the email.

To achieve a good click through rate, it is essential to engage the reader with your content through a persuasive message and clear and attractive calls to action.

As expected, the CTR is usually lower than the open rate. Click-through rates in email marketing campaigns are usually 4% or slightly higher.

Conversion rate: Indicates how many users who have clicked on the link have completed an action.

These actions range from downloading a free resource such as an eBook or making a purchase. Measuring conversions is essential to check the effectiveness of your actions and calculate the return on investment (ROI).

Email share rate: Shows the number of emails that have been shared by your contacts

This option allows you to have greater visibility and reach. Therefore, be sure to add the social media buttons in all your emails.

Spam Rate: Measures the number of emails that end up in the spam folder

It is very important to pay attention to this rate, as its increase can seriously damage your reputation. And if this happens your email marketing provider can take action and cancel your account, since they are responsible for ensuring the quality of their messages.

Bounce rate: Identify how many of the recipients have not received the email (or piece)

With this you will be able to clean up your contact list, since it allows you to know the reason for the bounce.

Unsubscribe rate: Indicates the number of people who unsubscribe.

Instead of being frustrated or disappointed by the number of customers who decide to leave your subscriber list, look at it from another perspective. This allows you to optimize your contact list to focus on those who are truly interested in your content.

These are the main parameters that we recommend you measure in your email marketing campaigns to check their effectiveness.

As you can see, email marketing is still a very useful tool in any marketing strategy. Use this resource properly and take advantage of all the benefits it offers for your business.

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