Is Email Marketing the Most Cost-Effective Way of B2B Marketing?

Times are changing and with budget cuts, layoffs, and limited resources, bringing optimum results feels almost impossible. So what form of marketing will bring the results and won’t take a big chunk of your finances? I asked this question to my marketing friends during a break and the answers were different but came down to email marketing as the majority felt it is the most cost-effective strategy.

In talks with our email marketing colleague, I asked him why it wasn’t talked about a lot. Why are we not seeing or performing email marketing on a greater scale? His answer was simple. No doubt it is one of the most cost-effective ways of marketing but there are certain dilemmas surrounding it. You see emails frequently but don’t identify them as a form of marketing.?

Most times people assume email marketing is spamming and due to this enterprises often hesitate to send emails to their targets or clients. Other times, companies don’t acknowledge the full potential of email marketing or their planning is not enough.?

So here are 4 reasons why email marketing is so cost-effective.?

Reasons Why Email Marketing is Practical

With years of modernization and transformation in marketing, email marketing is still the most reasonable form of marketing with definite results.?

Ample Reach

Everyone has a social media account on Facebook, Instagram, and Twitter along with a work email which they check several times a day. So it becomes feasible to reach CFOs, CMOs, and directors of any organization since each one of them will have a business email account.?

It takes a lot of time to get in touch with someone on Linkedin but emails are quick, and the content is concise so it doesn’t take much time to go to the respective website and check the product or services. Emails also have a great delivery rate so you reach the most prospects and leads and convey your message smoothly.?

Excellent Conversion Rate

It is common knowledge that email marketing is a wide field and CTRs vary on different aspects like country, industry, channel, and paid/unpaid links. So there are parameters that can measure the aspects and determine what works well.?

So the conversion rates are generally high for email marketing campaigns and its setup is not very complicated either. So you have to work smartly and see immediate results flowing. It is also statistically proven that the CTR from email marketing campaigns is highest in comparison with Facebook and organic tweets. So you get a wide reach among your audience and also a good conversion rate at a lower cost.?

Sharing Capacity

Emails are extremely shareable content. One-click can send it to multiple people and prospects. So if a person likes your product or service, they can send it to multiple people thus increasing your brand awareness. This becomes cost-effective too since you get clients from prospects already doing your work.?

Also, the conversion of email marketing is high so it fills your sales pipeline with larger leads. Your sales team can engage with them and make them your clients. People are also comfortable sharing emails since it is much more private than sharing a promotional post on Facebook or Instagram.??

Greater ROI and High-Value Content

Social media platforms like Facebook, Instagram, and LinkedIn focus on the visual part to get their attention so the message is not conveyed to the audience. With emails, this doesn’t become an issue as you can send a detailed message and people expect it to be a message so they read it carefully.???

No matter how many benefits we count, in the end, numbers and results matter. Since it began in the 1990s the results and ROI is consistently high from email marketing. Along with ROI, open, click, and conversion rates can be measured and optimized for improved results.??

Email Marketing Tips for 2024

Now you know its benefits and why it is so cost-effective. Here are a few tips to boost your next email marketing strategy:

Add a Personalized Message

Generic messages are often a miss for the target so adding a personalized factor like a subject line to it can make them open the email and read the message you are sending.

Optimize Your Emails for Mobile Phones?

The number of emails opened on mobile phones is more than desktops. So optimize the emails to open clearly on the mobile display. This will solve the pinch-zoom and hard-to-fill-forms problems in one go.?

Make the Emails Shareable

If prospects like your email the possibility of them sharing it with friends and acquaintances is quite high. So add a social share button so that they share your content and increase your brand awareness.??

About the Orange Draft

The Orange Draft is UnboundB2B’s bi-weekly newsletter on LinkedIn that features pieces that go beyond regular blogs. We try to talk about topics that concern marketing with an exciting, unique perspective and our opinions on the same. We aim to keep it conversational with you, so we can share some perspectives, opinions, and thoughts. Do let us know if you have any topics in mind, you would like us to cover.