The compelling reasons why email marketing is key for your business

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Although many people tend to think that email marketing and sending emails was dying with the arrival of social networks (Facebook, Twitter, ...), the truth is that this belief is quite far from reality. Email marketing undoubtedly continues to be a powerful marketing tool that can bring us significant benefits and very good results. And the truth is that email marketing, rather than going away, continues to be consolidated as an attractive option and promotion channel.

In addition to my years of experience in this sector, we can cite some of the conclusions of different research and studies on the importance of email marketing and electronic mail, where it is clear that there is a lot of potential to develop.

From these investigations and reports, we can highlight some of the most important data and conclusions that can be translated as reasons to continue investing in email marketing. Reasons why email marketing is really important for any type of business.

A recent study by Custora reveals that retailers have managed to reach 7% of customers through e-mail marketing
A direct channel with your customers, where you can also adjust the content to their profile to increase the return on investment.
Forbes Media magazine conducted a survey on the 1st name last name malaysia effectiveness of advertising, where email marketing is the second best channel that converts best for SEO positioning.
Studies of the results of email marketing shipments also reveal that one in four email recipients actively responds to these loyalty-building commercial emails.
A study by the Direct Marketing Association (DMA) highlights that for every euro invested in email marketing, up to 30 euros of ROI can be generated.
Datran Media, in its 2010 study, cites that nearly 40% of the industries surveyed highlighted that email marketing as an advertising and sales channel is the one that works best.
Another study by ForeSee concludes that emails are the second largest source of influence for channel purchases, with brand awareness being the first.
72% of respondents surveyed by eConsultancy in 2011 confirmed that the second channel with the highest ROI is email marketing, with SEO being the first.
ExactTarget's April 2012 study found that 93% of online consumers are subscribers to email newsletters from various brands or shopping centers/outlets. Engagement with brands is much higher with email than with Facebook (42%) or Twitter (5%).
The same study cited above highlights that almost 60% of respondents said that opening an email was the first online activity they did every morning.
There are certainly many more studies that can convince you of this, although we can also highlight other important reasons for including email marketing in your business strategies. Jesús Alfaro, in one of his articles , revealed some of these reasons.

It is direct and non-invasive . The user who receives it is proactive in reading it, since they have given us permission to enter their mailbox. Anyone who subscribes to mailing lists authorizing them to receive communications becomes a consumer of your company's news, and will therefore be up to date with your products and news. It is in these cases when you must take the most care with the design and content of the newsletter, and above all avoid the temptation to include advertising.

It allows for great segmentation . Marketing campaigns can be segmented demographically or by interests based on the databases we obtain. We can segment the customer profile by various parameters to direct the actions, directly reaching the expected target audience.
It is easy to obtain the ROI of the action. Nowadays there are many mailing tools that provide us with a wide variety of analyses and statistics on the percentage of email openings, the time at which the message was opened, the number of clicks and even who opened it.

Generating an immediate response . The newsletter can lead the user to take action, whether it be a purchase or a request for information, achieving high conversion rates.
It is a direct communication channel . If we know how to communicate in a way that is not considered invasive or spam, and if we also offer quality and interesting content, we will be turning the newsletter into our direct communication channel with our clients.
Encourage loyalty . When you regularly publish high-quality, useful and relevant content, you will get a high percentage of users to open your emails because they like to be informed about brand news or new trends, which is why they subscribed.

Finally, it is economical . You can reach your target audience with a simple click and for very little money with your newsletter. It also allows you to continue growing and gain new clients and retain existing ones.
I'm sure you have many more reasons why email marketing is an option you shouldn't ignore.