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Stephanie Cook


Executive Marketing & Leadership Coach

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"THE IMPORTANCE OF EMAIL MARKETING IN 2020"

Let’s face it, the digital age has taken over the way we do life whether that be at home or at work. My alarm clock is even on my phone! With the power of technology at our fingertips, it would be heinous to not take full advantage of all the useful tools that the internet has to offer.


According to a study done in 2019 by Statistica, global email users amounted to 3.9 billion users. This figure is set to grow to 4.3 billion users in 2023 (Statistica, 2019). That is half the world’s population, which clearly indicates that email marketing is an opportunity that should not be missed.


I have gathered 4 reasons why you should totally utilize all avenues that email marketing has to offer:


1. Business communication runs on email

Although there is a lot of talk about how beneficial social media likes, shares, and tweets are, this doesn’t mean that email marketing is losing value and credibility. Research findings from a 2018 study by Emarsys explains that email marketing tops the chart in comparison to organic search, paid search, and social media when it comes to customers’ acquisition & retention.


2. You will reach the mobile audience

This reason brings us back to the “technology at our fingertips” scenario. Our smartphones are constantly in our hands. Why not take advantage of this benefit? According to IBM in 2018, when it comes to email marketing, 49% of all emails are opened on mobile devices. With that being said, it is vital that your email marketing software and designs are mobile friendly.


3. Consumers want to hear from you

When looking at the frequency with which consumers would like to receive brand emails, 49% of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis (Statista, 2017). I can vouch for this personally. I specifically check for Bath and Body Works emails every day. Their specials are hard to beat, but they are short lived. Because I use a wide variety of their products, this email marketing tactic has me going back more frequently to make sure that I didn’t miss anything.


4. Facebook and other social media can’t compete

Facebook is an important marketing tool for your business, but when you’re looking for the most direct way to reach and interact with your audience, it’s best to turn to email. Why? According to Forrester, people are twice as likely to sign up for your email list as they are to interact with you on Facebook. While social media and search should not be ignored, email has higher conversion rates than these two tactics combined.


It's time to step your email marketing game up. Start adding this digital strategy to your marketing plan.

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Written by: Brooke Burt

Assistant Marketing Manager

Our lead creative copywriter specializes in public relations & digital marketing. She oversees the coordination and management of all client accounts, social media, email marketing, community involvement, marketing collateral, and much more.