Optimize Your Email Marketing To Drive Traffic

email marketing
5 Minute Read

With social media on the rise, everyone seems to assume that all other forms of marketing, such as email, are obsolete and outdated. But, is that really true? Is it still worth it for you to market your business through email? Is email marketing dead?

With ample resources available to marketers, you’d be surprised to know that email actually generates the highest ROI. Particularly, for every $1 spent on email marketing, there is a generated average of $38 in ROI1. Email reaches the largest amount of people compared to all other channels; plus they can be direct and more personalized.

The total number of business and consumer emails sent and received per day is expected to continue growing at an average annual rate of 4.4%2. It’s safe to assume email marketing is here to stay, so be sure to implement it as soon as possible if you haven’t already!

email marketing

7 Reasons Why You Should Consider Email Marketing:

1. Preferred Communication Channel

As social media usage continues to rise, studies prove that most people prefer to receive promotional content through email rather than social media. An impressive 72% of people prefer to receive promos through email, compared to the 17% who prefer promos through social networks1. Social media is perceived as highly personal and therefore is used to connect with family and friends. This is the reason most people are not thrilled to experience promotional content anywhere other than email. In another study, when asked how they prefer companies to communicate with them: over 70% said email, and postal mail closely behind at about 50%3. Plus, across all demographics surveyed, email was the preferred choice of communication. Email marketing is more alive than ever and is clearly performing at the top of its class as an effective communication channel.

2. Large Reach

When it comes to growing your business, email marketing triumphs with the largest reach. Through email, you can easily deliver a promotional message to every single one of your customers, and all at once. A great advantage for email marketing is that even your international customers can receive your promo at the same time as local customers.

CCG Pro Tip: According to 10 email marketing studies, the day of the week with the most opens is Tuesday. For optimal CTR, send your emails at 6:00 AM.

3. Fast and Easy

By using email marketing, you deliver messages directly to your customers and prospects with an instant press of a button. It will be sent out immediately to everyone on your list all at once, therefore it is an ideal method for time-sensitive offers. Limited time deals or discounts on specific products and services you are offering are perfectly executed with email marketing.

email marketing

4. More Personal

Possessing an email address would assume you may know a little bit about the customer- therefore your messaging can be more personalized than other promos on social media. For example, it’s important to connect with prospects and clients more intimately in order to gain their trust, therefore you can define the messages targeted towards specific needs. Build relationships with your customers not only quickly, but on a budget as well.

CCG Pro Tip: Mention your client/prospect’s name in the subject or body of the email to create a more personal and friendly spin to the email. Personalization increases open rates by 26%.

5. Email Marketing Drives Conversion

Since the ultimate goal of marketing is to generate paying customers, one of the most important things to question about emailing is whether it successfully converts your prospects into clients. Utilizing persistent email marketing by offering last chance deals and promoting new offerings will easily and quickly drive conversion. According to Venturebeat, 80% of marketing automation users saw their number of leads increase, while 77% saw their conversions increase4. Additionally, according to 80% of professionals, email marketing drives customer acquisition and retention5.

email marketing

6. Higher ROI

If you’re investing any money into email marketing, it will be well worth it. Marketing through email yields an average ROI of 3,800% for businesses. Since communicating through email will allow the largest reach of people, marketers make sure to utilize this inexpensive and effective method. You are able to connect quickly with prospects and retain the trust of your customers, all while delivering high ROI and allowing for more investments to be redistributed into other areas of your business. A large 59% of B2B marketers say email is the most effective channel to use in regard to revenue generation3.

7. Will Always Be Around

The consistent growth of email for marketing in the past few decades proves that it will be around forever. The first promotional email was actually sent in 1978 to 400 individuals and has been utilized by companies around the world ever since1. With the high stability of email marketing, your mailing list of thousands can always be used. There are countless platforms out there for you to use today so you can easily deliver your email to hundreds of people at a time. You can now create and send out carefully designed branded emails to reach out to your customers. 

CCG Pro Tip: Make sure your email marketing is visually cohesive with your brand. A cohesive brand identity with powerful graphic design is the key to success and implies you are confident with your brand and everything that it stands for.

  1. The New Rules of Email Marketing.” Campaign Monitor | Campaign Monitor, www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
  2. The Radicati Group, Inc. (2017). Email Statistics Report, 2017-2021. Retrieved from http://www.radicati.com/wp/wp-content/uploads/2017/01/Email-Statistics-Report-2017-2021-Executive-Summary.pdf
  3. Beger, Steve. MECLABS. “Marketing Research Chart: How do customers want to communicate?” MarketingSherpa, 7 Jan. 2016, www.marketingsherpa.com/article/case-study/customer-communication-by-channel.
  4. Koetsier, John. “Marketing automation best bets: 80% of companies increase leads, 77% increase conversions.” VentureBeat, VentureBeat, 6 May 2015, venturebeat.com/2015/05/05/marketing-automation-best-bets-80-of-companies-increase-leads-77-increase-conversions/.
  5. Finn, Allen. “35 Face-Melting Email Marketing Stats for 2017.” WordStream, 21 Dec. 2017, www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics.


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My team and I at Costello Creative Group have been helping businesses solve communication challenges since 2012. Prior to starting my firm, I spent eight years gaining powerful insights as an Art Director supporting global Marketing & Account teams for one of the largest Flavor & Fragrance organizations in the world. CCG’s focus in the F&F sector came naturally, but we continue to work cross-industry to maintain our diversity in both our thinking and creative approach. We partner long-term with clients to support them with everything from ad campaigns, digital marketing, branding and visual identity initiatives, to sales collateral, packaging, sales kits, and trade show materials.

email marketing

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