The Value of Email Marketing

Did you know that email marketing is still one of the most powerful digital drivers of user engagement, interaction, and conversions?

Despite the popularity of instant messaging, texting, and social media, the volume of emails sent and received continues to increase, with some demographic groups reporting that it’s their preferred method of communication. People are checking their inboxes around the clock – on their computers, phones, tablets, and now even on wearables.

Why is email marketing so effective?

Email marketing builds relationships, loyalty and trust.

When users opt in to receive emails, they are giving marketers the privilege to create deeper relationships and build brand trust. Permission-based email marketing sets users expectations. There’s now a commitment to deliver engaging content at the frequency promised.

Onboarding campaigns are very successful to start the engagement and educational process.  Other best practices, such as list management, concise subject lines, relevant content, and CAN-SPAM act compliance, also build trust and value, and contribute to repeat purchases and loyalty.

Email marketing allows for specific targeting.

Marketers have full control of who sees an email. Understanding your audience by leveraging historical data helps you send contextual relevant emails to the right audience. Segmentation and targeting based on demographic attributes, preference, behavior, and customer life cycle stage are some of the tactics that can be adopted to lead to successful email campaigns.

Email marketing integrates with other marketing channels.

Users expect a seamless, integrated online and offline experience across channels. Email easily integrates and complements marketing initiatives. Email is a powerful tool to increase traffic to websites, promote products and events, drive awareness to blogs and videos, and encourage social sharing. Websites and social media channels can be utilized to capture new email addresses and organically grow email lists.

Email marketing is evolving.

When it comes to the future of email marketing, there is one consensus: email marketing is here to stay. Email is no longer just a simple medium of communication. With the introduction of sophisticated email marketing platforms and automation, marketers have the ability to effectively develop, execute, and monitor campaigns. This automation saves time and increases customer engagement and opportunities for cross-selling and up-selling products or services.

Email marketing is more accessible than ever and continues to evolve, so the best advice is to keep up with the latest trends by joining your Email Service Provider (ESP) customers, partners and experts community, as well as reviewing industry benchmark reports.

If you’ve not yet considered email marketing as part of your digital marketing strategy, it’s time to rethink this. At Copart, by delivering the right message, to the right audience, at the right time, we saw an overall increase of 13% for the open rate and 29% for the click-through rate. Email has also contributed to increased auction participation, membership upgrades, preliminary bid submissions, and winning bids. Email can work for your business too. Give it a try!