Email marketing: what it is and how to implement it

The State of Marketing Report 2022 has the answer and we have some ideas about it too!

If you're a digital marketer, you may be familiar with most of the channels we have available to drive our results. We can use them to reach different audiences at various times and stages of their journey.

However, some people say that email is dead. What if I told you that 95% of marketers agree that email marketing is an excellent channel to boost your business results?

What's more: for them, email is number one as the most effective marketing channel , against paid search, organic search and social networks.

 

These data were among the findings of the State of Marketing Report 2022, presented by Hubspot, in association with Rock Content, Litmus, and Wistia.

This article is the second in a series of blog posts to highlight the main conclusions of the study, which provides valuable information from more than 1,600 marketers that you can download for free to become a stronger professional and plan your strategies.

Take a look at this ranking. We will discuss it more deeply below.

Why is Email Marketing relevant for companies?

Email ROI

First of all, it is extremely cheap. According to Litmus, for every $1 spent on Email Marketing, the return could be around $36.

This number can be quite impressive, but the CRM and email platform together can make the job much easier by reaching hundreds, thousands, or millions of people through email without much effort.

Stronger connections through personalization

Emails remain successful and relevant by providing closer and stronger connections.

We know that providing a personalized experience is important for the day-to-day life of a Marketing specialist. You probably already know (and expect) the emails you will receive each week in your inbox, be it from an Email Marketing communication or a newsletter, for example.

Creating the right segmentation is one of the best features to explore in an Email Marketing strategy. You can use custom labels, such as name, company, job title, or location, to get closer to the reader.

Another option is to divide your email base by stage of the journey, industry, or any other kind of distinction to deliver different approaches in a more personalized and valuable way.

This can be done in the body text or in the subject line (check out our Awesome Email Subject Builder ). All you need is to be creative and make your contacts feel valued.

Work all day for the client

Email Marketing is a very versatile channel. A good strategy here can deliver results for many goals and stages of your customer's journey.

All you have to do is define the path you want to follow. It's possible:

• increase brand awareness ;
• generate website traffic;
• generate leads and MQL;
• improve sales performance;
• customer loyalty and retention.

Aligning it with your content strategy and having this source when distributing your content through the funnel can be the turning point to achieving the goals you set for yourself. Don't forget that a personalized experience makes a difference!

Collect different (and valuable) information

The end of cookies and third-party data is scaring some professionals. In the meantime, a good understanding of your email performance can fill in some gaps and bring some calm to the worry that missing data might cause.

Most professionals evaluate the open rate and click rate. Indeed, these are relevant metrics, however, there is much more to explore.

Font: State of Marketing Report 2022

In addition to understanding the conversions and ROI generated by email campaigns, it is possible to understand the interactions that the audience has.

With this in mind, marketers can see:

• when the audience gets more involved;
• the type of audience interested in each topic;
• where the visitor clicks most often;
• design preferences;
• among other information that enriches the strategy.

The richer the information you have, the more consistent and successful your strategy will be. Understanding these interactions will help you come up with valuable optimizations and continue to drive even better results.

conclusion

In the end, your Marketing strategy can benefit a lot from the emails you can send. Of course, it must be useful and your base must be legitimately conquered. Do not buy databases of email addresses. Conquer your audience with great content. You will see the difference in participation rates!

Strategically, email is cheap, personalized, and provides valuable information. It is possible to work all the stages of the journey in a single channel and create stronger connections with the audience while reaching different audiences and achieving different objectives.

If you want to have access to the full report, click here to download the State of Marketing Report 2022 for free.