Why is email marketing still an important part of a digital marketing strategy?

To help you to better implement email marketing into your digital marketing strategy, we asked marketing experts and business leaders this question for their thoughts. From its ability to boost SEO to building and maintaining relationships, there are several reasons why email marketing can be an important part of your digital marketing strategy.

Here are nine ways email marketing can help with your digital marketing strategy:

  • Get SEO Support
  • Take Advantage Of Email As A Secret Weapon
  • Personalize To Your Customers’ Needs
  • Own The Key To Success
  • Gain Lucrative Return On Investment
  • Stay In Touch With Your Audience
  • Fill Your Pipeline & Qualify Your Leads
  • Target Your Market Affordably
  • Build Relationships & Culture

Get SEO Support

Email marketing is so important because it can be the supporting element to your other forms of digital marketing. Take SEO for example. You do your keyword research, you write a perfectly optimized piece of content, you publish the piece on the blog and then what? A great way to spread the word while you wait for your organic traffic to come through is to send an email blast about your new content and encourage people to visit the blog. Having each of your marketing tools work in tandem together is a great strategy to drive results.

Kayla Centeno, Markitors

Take Advantage Of Email As A Secret Weapon

Being an email agency we are somewhat biased. In my view, email is the best marketing channel. If I were to boil this down to two reasons, I would say: firstly you have complete visibility of your subscriber, as you fully own the relationship from day one and can trace activity down your marketing funnel. The second reason is budget; email is still one of the most cost-effective methods of marketing. You have complete control over what you spend, and how you budget for it.

Doug Dennison, MailNinja

Personalize To Your Customers’ Needs

What’s nice about email marketing is you have people opting in for an offer of a freebie or discount. That makes them a warm lead. It means that they are interested. You then have the opportunity to market to their needs. It helps if you ask 2 – 3 questions in the intake form—no more than that! Their answers will help to segment the list so you can send personalized emails. For instance, someone selling parenting classes would want to know the age of the children. You wouldn’t want to promote a class for raising teens to a person who has kids under 10. You also want to send out at least a monthly newsletter with excerpts from your blog that will take people to your website. The more often people visit your site, the higher the chances of them doing something.

Giselle Aguiar, AZ Social Media Wiz

Own The Key To Success

Owned channels, like email marketing and SMS are key to long-term success. Owned channels are increasingly important because they don’t rely on the algorithms of social platforms or data and tracking. With the upcoming iOs and Google updates, it will be important to have strong owned channels. Owned channels can be highly customized with design, segmenting, and more!

Hannah Byrd, Absolute Web

Gain Lucrative Return On Investment

It is impossible to spend a day in the office without opening your mailbox. Indeed, email marketing provides a lucrative ROI if done in the right way. You can directly communicate with the decision-making persons such as owners, founders and CEOs to make the most out of your email marketing campaign. For many businesses, email marketing still remains the most effective digital marketing strategy to capture leads.

Raaquib Pathan, Salesmate

Stay In Touch With Your Audience

Emails can keep your customers informed. Consumers can check their email at their convenience. It can make them feel like you are thinking about them. Those who have subscribed to your email list have already committed to receiving these messages. So they are likely to enjoy these emails (as long as you give them something worth reading) and it will increase engagement with your customers.

Oliver Andrews, OA Design Services

Fill Your Pipeline & Qualify Your Leads

Email marketing is a great way to keep your pipeline full, and qualify your leads. Some buyers may not be ready to pull the trigger right away, so making sure you have spent time building a relationship and qualifying your leads to choose your business is an important aspect of your marketing.

Loren Howard, Prime Plus Mortgages

Target Your Market Affordably

Email is one of the more unique forms of online marketing because it can be really specific and rather cost-effective. From being able to segment out your audiences to running drip campaigns as people move through your sales pipeline, and more —it really is underutilized by many industries. Even if you are not a business but have things to promote, such as promos and new products, there are many other ways you can use email to boost your business. For example, you can use email to show your authority and knowledge in your industry, offer news stories in the industry, and more. While it might not lead directly to sales instantly, it could be that little boost that gives your readers more trust in your company to work with you in the future.

Sarah Blocksidge, Sixth City Marketing

Build Relationships & Culture

Along with transactional receipts and information on new inventory, retaining loyal customers has been made easier through an automated email approach. In setting up a subscription-based service via our automated email system, we’ve built a network offering exclusive discounts and related news on our flags and the culture it embodies. Most importantly, it allows us to build relationships with customers giving us the opportunity to speak directly to them in their inbox, at a time convenient for them. Utilizing the right tone of messaging is critical and can turn email marketing into one of your most impactful marketing channels.

Katie Lyon, Allegiance Flag Supply