With social media constantly in the spotlight, is there any reason why you should include email marketing in your marketing strategy? According to Everlytic’s recent Email Marketing Benchmarks Report, South African businesses that engage in email marketing are reaping the benefits.
The state of email marketing in South Africa
Everyltic’s report has revealed what many marketers already know – that people prefer to communicate with businesses via email. Social media is still an important element of your online presence, but it’s email marketing that encourages engagement.
Two of the most interesting statistics to emerge from the report are:
- Unsubscribe rates have decreased from 0.253% to 0.220%
You are required to provide your subscribers with a clear and easy way to opt out of receiving communications from you. Offering an option to unsubscribe has benefits for businesses too. It’s far better to have a smaller database of customers who are truly interested in your content, then a large database of subscribers that will never open your emails.
The fact that unsubscribe rates have declined may also indicate that businesses are succeeding at producing relevant and engaging content.
- Mobile rates have increased from 25.88% to 28.10%
With more people relying on their smartphones for internet access, it follows that they’ll be checking their emails throughout the day. Designing your newsletters with mobile users in mind may have an effect on the success of your email marketing efforts.
According to Everlytic’s report, the Lifestyle, Art and Entertainment Industry exceeds all others with more than 35% of their emails being read on a mobile. Clearly, their content is well-suited to this platform and those newsletters should serve as an example to others wishing to emulate their results.
It’s worth investing in email marketing
Yes, writing and designing an enticing newsletter does take time and effort. But there are some very convincing reasons why you should consider investing your time and money in email marketing.
- Emails work on every platform
Unlike a website which needs to be responsive or mobile-friendly to adapt to a smaller screen, emails work on every platform. It doesn’t matter when, where or how your customers access their emails – they’ll always be able to view your newsletters the way you intended them to.
And unlike social media where you’re limited to the number of characters you can use, a newsletter can be as long or as short as you want it to be.
- Emails are ideal for keeping your customers up-to-date
Whether you’re running a promotion, received an award or started stocking a new product, a newsletter is the best way to tell your customers about it.
Even if some of the people on your database haven’t bought from you yet, by opting in to receive your newsletters, they’re clearly interested in what you have to offer. If they like your newsletters, they may even share them with other people in their network.
- Emails can be integrated with your other marketing tactics
If you have different target markets, you can easily divide your database and send different newsletters to your different market segments. This works equally well for B2C and B2B businesses.
In fact, marketers highly recommend that you segment your newsletter list and test and measure the response to your emails. That way you can determine what type of content your customers prefer and use that information for future newsletters and marketing campaigns.
- Emails are cost-effective
Even if you use the services of a digital marketing agency to manage your email marketing, it remains one of the cheapest forms of advertising available. And the larger your database, the more cost-effective it becomes.
This makes email marketing an excellent strategy for small businesses on a budget. Encouraging people to sign up for your newsletters on your website is also a great way to grow your leads. You could even set up a series of newsletters to guide new subscribers through your sales funnel to encourage them to make a purchase.
Every business can benefit from email marketing. Thanks to the research carried out by Everlytic, there is proper evidence that South Africans are as responsive to email marketing as consumers overseas.
Keen to try email marketing but don’t have the time or skills to do it yourself? Web Changes can do it for you. Our digital marketing team can create, distribute and manage your newsletters and provide you with a full reporting function. For an effective email marketing service, get in touch with us today.