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  • Writer's pictureJake Messier

Is email marketing right for your organization?

Should your nonprofit organization still be using email marketing in 2022? Well, 99% of email users check their inbox every day, with some checking upwards of 20 times a day. So with a statistic like that, it’s hard to say that you shouldn’t be using email to get your brand's message out there. With the cost of social media advertising on the rise, email marketing is emerging as a more cost effective way to get your messaging to the most people in your target audience. Here are a few reasons why your brand should be using email, as well as a few ways to improve your email practices:

Email generates a much higher ROI than other marketing channels

As a much more cost efficient way to reach your audience, email hosts an average return of $42 for every dollar spent. Plus, compared to social media, email is 40 times more effective in acquiring new customers. 

Email improves your brand awareness 

Emails make it easier to explain your brand’s message and product. With other marketing platforms, words and media are much more limited. However, with emails you can explain your product and services in greater detail, reiterate your brand's core messaging and present your audience with a clear understanding of who you are. This in turn will enhance your connection with your audience and increase engagement. 

Email allows for more versatility than social media  

There’s only so much you can do within a social post. With email marketing, you can put significantly more content in front of your audience all at once. You can add multiple types of media, from video to different images, include links and provide more detailed copy. Email also gives you the opportunity to add multiple Click to Advance buttons, leading to a higher click through rate than social media (average of 2.3% compared to social’s 1.3%). 

Emails make automated communication smooth and efficient 

Automated emails are a perfect way to generate audience feedback, increase audience engagement and generally improve audience experience with almost no effort. Here are a few types of emails you can automate that will get you important information and keep your audiences engaged:

  • Welcome emails

  • Thank you emails

  • Onboarding emails

  • Discount coupon emails to frequent customers

  • Audience surveys 

Email gets you in front of a larger audience

With organic social media statistics plummeting, email marketing is taking over as the best way to reach the most people. The average open rate of an email currently sits at 21.3%. The average reach of an organic Facebook post is around 5.2%. Another great benefit is that email lists tend to boast a higher number than social media followers lists. So, if you have something important to say, you should probably put it in an email. 

Now that we’ve convinced you how valuable of an asset email marketing is, let’s talk about ways to level up your current email strategy! 

Tips for improving your email marketing game:

  • Personalize personalize personalize! - What makes someone click into an email is if they can connect with the subject line. Adding emojis and other personalized notes such as “You’ve earned it” or “These deals are huuuuuge 🏷” makes the email feel less corporate and more attractive. 

  • Efficient design - Emails that are too snazzy might deter your audience. If the email takes a while to load because of all the GIFs or videos then you will lose people's attention. The most effective emails have a quick loading time, bold CTAs, and colorful visuals throughout every scroll.

  • Don’t forget to be mobile friendly - Nearly half of email users open emails on their phone. If your email doesn’t look just as good on mobile as it does on a computer, you could be losing up to half of your audience. 

None of this is to say you shouldn’t be using social media as a marketing tool. It still remains one of the most effective ways to reach and engage your audience. However, email marketing is making a quick comeback in the world of marketing. Don’t let your email efforts fall short! Need help improving your email marketing? Drop us a line today!

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