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Why should I incorporate email campaigns into my marketing strategy?

Why should I incorporate email campaigns into my marketing strategy?

Email campaigns are an important piece to the marketing strategy pie. Not only is email marketing a cost effective way to build genuine relationships, by personalising and curating your content you can significantly increase your website traffic, and keep your business top of mind with your customers all the while whilst building brand credibility with a great return on investment capability – for every $1 you spend on email marketing you can expect to return on average $42 (DMA 2019).

According to Statistica it is forecasted that in 2022 4.3 billion people worldwide access email and in 2025 it is expected to be 4.6 billion, which is more than half the expected population. That’s amazing reach and potential!

Email’s can be used for a variety of reasons to communicate with your customers, whether it be a special promotional offer, product launch, changes in business operating hours or procedures or even to share informational blogs with your database, it is instantly measurable, which is one of its best advantages. They are also shareable, allowing your already existing customers to refer your business products and services to other people that they feel would also benefit. We all know referrals and recommendations are key when trying to increase our customer base.

Building your email list is very important, with Australia having the highest click through rate in the world at 31% (Statistica 2020), email campaigns should not be cast aside for the bright lights of social media, instead working hand in hand. For example running a social media competition where followers need to sign up to the email marketing list is an easy way to capture details. Welcome emails in particular have a very high open rate at 82% (get response 2017) usually because they enclose some type of promotion discount or special offer, by nurturing the lead, it can be a critical step in the sales funnel process. 

As email marketing can also be automated, it can be done in advance and scheduled to reach your targeted database at the most opportune time, allowing you more time to focus on other areas of your business.

With 333.2 billion emails sent worldwide every day, design and layout are just as important as the actual copy in the emails. Adding videos and other interactive content also increases your click through rate by 300%. If you need help with creating the ultimate email campaign, schedule a call with Creative Desk today.


I'm Michelle Tolhurst the owner, director of Creative Desk Pty Ltd. I'm your virtual marketing assistant working with small businesses around Australia in their creative communications, email campaigns, websites, social media and desktop publishing.

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