Email’s Role in Acquisition
Why you should be making room for email in your customer acquisition campaigns
Email marketing has traditionally been the go-to channel for nurturing leads. However, it's no secret that marketers have encountered a multitude of challenges. This has cast a shadow on its effectiveness, causing some to steer clear of using email for customer acquisition altogether. From poor deliverability, to low opens and engagement rates, there are a number of common obstacles that marketers face.
However, it's time to revisit this notion and recognize the tremendous potential of email in your customer acquisition campaigns. Let’s delve into the reasons why email should have a prominent place in your customer acquisition strategy and how specialized Email Service Providers (ESPs) can overcome the challenges of poor performance.
Exploring the Advantages of Email Marketing
Tried, tested, and the preferred choice for consumers
Email remains a preferred method of communication for many consumers, especially in the business context. According to Statista, 61% of consumers prefer to be contacted by brands through email.
Furthermore, 99% of email users check their email every day, some as much as 20 times a day, according to OptInMonster. This statistic says a lot about how email weaves itself into the fabric of our lives. Whether we're using it for work chats, staying connected with friends and family, or catching up on the latest updates, email is like that reliable friend who's always there in our digital world.
The Cost-Effective Power of Email Marketing
One of the most compelling reasons to embrace email marketing for customer acquisition is its cost-effectiveness. Compared to many other marketing channels, sending emails is relatively inexpensive.
According to MailModo, for every $1 spent on email marketing, the average ROI is $42. With a well-crafted email strategy, you can reach a large audience without breaking the bank, making it an attractive option for businesses of all sizes.
Precision Targeting and Tailored Experiences
74% of people hate being shown irrelevant content which is why segmentation and personalization is so important. Modern ESPs offer robust segmentation and personalization features, allowing you to tailor your email content to individual recipients. This level of customization can significantly increase your campaign's effectiveness by delivering relevant messages to your target audience.
Take Amazon as an example. They've mastered the craft of sending personalized, well-timed, and highly relevant emails which boost customer acquisition. Through a clever blend of enticing promotions and tailored product suggestions, Amazon keeps their prospects and customers not only engaged, but also coming back for more.
Overcoming Deliverability & Performance Issues
Choosing the right ESP
A primary reason for email marketing's poor performance in customer acquisition is deliverability issues. Unfortunately, some marketers think they can rely on popular email tools that are great for CRM email marketing like MailChimp or Hubspot, but are not designed with prospecting campaigns in mind. The result? Low deliverability.
However, there are ESPs which give marketers the ability to email contacts who are not currently opted into their CRM and which specialize in customer acquisition. These ESPs ensure your emails reach the intended inboxes and not the spam folder.
Optimization with Data-Driven Insights
What’s more, specialized ESPs provide detailed analytics and reporting, enabling you to track the performance of your customer acquisition campaigns in real-time. You can monitor open rates, click-through rates, conversion rates, and more. Using these data points, marketers can continuously test and optimize their email campaigns to ensure they are performing at their best.
Email marketing has evolved significantly, and it's time to reevaluate its role in your customer acquisition strategy. Specialized ESPs with a focus on customer acquisition can provide the technology and expertise needed to harness the full potential of email marketing. By leveraging the proven effectiveness of email, improving infrastructure and deliverability, and embracing advanced segmentation and personalization, you can build a robust customer acquisition engine that drives results and ROI.
LBDigital can help you with your email activation efforts. Speak to us today about our specialized ESP for customer acquisition or reach out to hello@lbdigitaldata.com.