Do Email Marketing Campaigns Work for Advertising?

Updated Sept 20, 2022

Like many other marketers, you're probably putting a lot of emphasis on social networks, search engines, and other avenues to reach your prospects. But despite all the buzz about modern digital marketing strategies, it's imperative to ensure that you aren't overlooking one of the oldest and yet most effective marketing channels – email marketing.

There's a common misconception that email marketing isn't as effective as it used to be. Some marketers believe that today's email recipients ignore their messages more often than they open them. And that makes sense, considering there are lots of spam and low-value content popping up in people's emails, but this is not completely true.

Email marketing has, is, and will continue to be an effective digital marketing tool. In fact, email ranks third as the most influential information source for B2B audience, coming only after niche-specific experts and colleague recommendations. That said, if you haven't been using email marketing as part of your overall digital marketing strategies, it's time to start.

According to a Statista report, the total number of global email users was 3.9 billion in 2019, and projections show it will rise to 4.48 billion users in 2024. It further shows that about 281 billion emails were sent and received globally every other day in 2018 and that the number will increase to more than 347 billion daily emails in 2023.

These numbers alone should help you make an informed decision regarding the use of email marketing for advertising. That's particularly accurate if your primary goal is to expand your reach to a larger buying market. But if you'd wish to learn more about what email marketing can do for your advertising, we’ve got you covered.

What is email marketing?

Email marketing involves the use of emails to communicate a relevant message to your target audience. It is more or less similar to direct mail, but more accurate in its targeting. Also, you send your message electronically instead of through the postal service. Email marketing can include promotions of deals and sales for subscribers or email newsletters with updates on your business. The emails may also share general information on behalf of the company in the event of a scandal or natural disaster and so on.

Creating a successful email marketing campaign

A successful campaign will get the recipient to take the desired action – whether it's to buy, subscribe, or help you get more sales and leads. But you'll need to do some prep work if your campaign is to be effective. Here’s how to create a successful email marketing campaign

• Start with an email list of qualified leads. These are people who’ve already showed interest in what you offer.
• Ensure you know your goals, whether it’s to welcome new subscribers, nurture or reengage existing ones, or boost engagement.
• Understand email types. Decide if it's promotional email, professional emails, relational emails, or transactional emails. Transactional emails are common and include welcome messages, subscriber signup confirmation, order/purchase confirmation, and acknowledgment of subscriber information changes.
• Know your audience – you can gather this data from Facebook Insights or Google Analytics, and so on.
• Use technology – many technologies exist to help make your work easier. Email marketing automation tools, for instance, help you schedule transactional emails or even respond quickly to clients.
• Create great opt-ins. This should be appealing to the eye
• Plan email follow-ups to existing customers
• Craft your subject lines – those that make people want to click and read
• Write a copy but keep it precise and detail-oriented. Effective emails also include call-to-actions severally throughout the copy
• Focus on email design. You need a great email design that's responsive and accessible. Include alt tags for those can’t see the images to know what it’s about.
• Test and track. Before sending an email, you should test everything to make sure it's working.
• Monitor and improve through split testing. It's equally imperative to track email analytics on open rates, high unsubscribe rates, and click-through-rates. This will help you know what's working and what's not.

How email marketing works for advertising

Email marketing tactics are one of the most effective ways of communicating with your prospects and customers alike about a product or service. When done correctly, it can help you capture attention, boost sales and maximize profits. Here's how email marketing work for advertising.

Provides a way to reach customers in real-time

In business, timing is everything. If you can deliver your message and have your target audience open in real-time, then that's a big win. The good thing about a marketing plan in which you advertise your solutions through email is that you'll have an opportunity to reach more prospects in real-time. A Litmus analysis of emails found that 56% of emails get read on iPhone and Gmail. Today's clients read messages through their mobile devices. In fact, sites like The It Girl Guide claim they have almost 95% of their views from mobile devices. So it is probable that clients are likely to see your ad even on the go. Just try to avoid long paragraphs and large image files. Also, try emphasizing urgency with time-sensitive deals to discourage users from using functions like snooze and so on.

Almost everyone uses email

More than 90% of consumers use email. This is another great motivation to start using email marketing for advertising. Email marketing gives you an incredible opportunity to tap into this diverse market. With your prospect's email address at hand, you can send out special promotions, discounts, and other ads to get them to buy.

Influences buying decisions

A nationwide survey by Fluent looked into millennials' interactions with different online media platforms and how they influenced their buying decision. The findings revealed that digital advertising mediums had the same levels of influence on their purchase. However, promotional emails edged out other digital mediums. 68% of millennials said it occasionally influenced their buying decisions. Social media platforms and ads on websites/news had 63%, while promotional text messages had 56%.  

Promotional emails do a great job appealing to millennials to take action. The survey revealed that these emails were 10% more effective at convincing millennials to buy than the older generations. So, a highly customized email could yield even better results.

Email marketing is easy to measure

There are many tools designed to measure and analyze email performance. So, when you send out advertising emails, you can easily monitor delivery rates, bounce rates, click-through rates, unsubscribe rates, and open rates. With this information, you'll know the effectiveness of your ads, as well as where to adjust or do an overhaul.

Delivers a strong return on investment

Email continues to deliver a strong ROI. According to DMA, 2019, you can expect an ROI of $42 for every $1 you spend on email marketing. On top of that, email advertising allows you to reach a large customer base at a lower cost. So, think of it as a cost-effective way to advertise your solution.

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