Intro - Why Email?

In today's digital marketing landscape, email remains one of the most effective yet underutilized channels. Despite its proven benefits, many marketers overlook the power of email marketing. With over a billion active Gmail users spending an average of six hours daily in their inboxes, email offers unparalleled access to potential and existing customers.

<aside> 💡 As customer acquisition costs rise—Facebook's CPA increased by 61% from 2020 to 2021—email provides a cost-effective alternative with an impressive ROI of 4,400%.

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Email marketing not only helps in retaining customers, which is eight times cheaper than acquiring new ones, but also plays a crucial role in brand building.

Many satisfied customers stop engaging with companies due to a lack of connection, highlighting the importance of maintaining direct communication. Furthermore, unlike social media platforms subject to algorithm changes, email allows businesses to own their customer relationships directly.

Mastering email marketing best practices can significantly boost click-through rates and conversions, making it an indispensable tool for any marketer aiming to maximize their reach and impact.

Some Facts about Email

Email Is Alive

• Gmail Usage: As of 2023, Gmail has over 1.8 billion users worldwide, maintaining its status as the most popular email platform.
• Time Spent: Users spend significant time on email, with many checking their inbox multiple times a day.

Rising CAC (Customer Acquisition Cost)

• Cost Trends: The cost per acquisition (CPA) for digital ads, including platforms like Facebook, has been rising, making email a more cost-effective alternative.

Email Is Access to Existing Customers

• Retention vs. Acquisition: Retaining customers is significantly cheaper than acquiring new ones, with email being a key tool in maintaining customer relationships[3].

Email Builds Brands

• Customer Connection: Email marketing helps maintain a direct connection with customers, which is crucial as 60-80% of satisfied customers are likely to return if they feel connected to the brand[3].

Email Is Cost-Effective

• ROI: Email marketing offers a high return on investment, with an average ROI of $44.25 for every $1 spent[4].

If You’re Not Doing It, Your Competitors Are

• Market Adoption: A large majority (87%) of companies engage in email marketing, highlighting its importance in competitive strategies[4].

You Own Your Customers

• Control Over Communication: Unlike social media platforms, email allows businesses to communicate directly with customers without being subject to algorithm changes[3].

Knowing How to Do It Is Important

• Best Practices: Following best practices in email marketing can significantly boost click-through rates and conversions. Personalization and strategic timing are key factors for success[3].

Let’s break down the Customer Journey in Email Marketing

The customer journey in email marketing, as depicted in the image, consists of several key stages designed to engage and retain customers effectively:

1. Potential Customers

• Welcome: Initiate engagement with a welcome email to introduce the brand and set expectations.
• Cart or Browse Abandonment: Send reminders to encourage completing a purchase if a cart is abandoned.