It is obvious that Digital Marketing has brought drastic changes in how we holistically approach the promotion of a business, but depending on the needs and goals of each brand, we have to give different weight to each promotion channel.
We perceive social media as something more “tangible” as it is a digital ecosystem with which we interact with human behaviours and receive the corresponding advertisements tailored to our interests.
But the ever-increasing value of email marketing makes its presence felt every day almost subconsciously. It remains one of the most trusted communication channels because of its immediacy and because it creates a communication channel directly with the company, without the need for the kind of layered interaction that exists on social media.
Any business, whether b2c or b2b, by using email marketing correctly, can get even closer to the goals it has set as a company. The AstroLabs team, prepared a list of reasons why you should include email marketing in your business’s digital strategy.
1. Personalised Content

By dividing our mailing lists according to the category of the client/partner/contact etc., we are able to speak the “language” of our audience in order to convey exactly the information for which they subscribed to our list. No one wants to receive updates about something they are completely indifferent to.
But when they only receive updates about something that might be relevant to them, it gives subscribers the feeling that content you’ve sent has been created specifically for them, so they feel the value of staying subscribed to our lists and receiving our content. Personalisation starts from the Subject of the email and acts as an extension of the corporate tone of voice as depending on the subject of the mailing list, we can address our audience in the appropriate way to make it 100% clear the purpose for which we sent that particular email.
2. It is the channel that brings the best results

When asked which channel is most likely to bring back a high ROI (Return On Investment), the answer is clearly email.
For a relatively low cost, the purchase of an annual newsletter package through a platform such as Mailjet or Mailchimp, allows us to send directly to our customers the commercial offers we want, without having to wait until when our respective advertisement will appear either in social media or google ads.
By creating a visually beautiful design of a mail that directs the use, has a clear message and call-to-action, it makes the experience of getting the user to where we want them to be on our business website, completing a purchase or whatever the purpose of the email is, even easier and more enjoyable.
3. Automation capability throughout the customer experience

The preparation and sending of newsletters, corporate updates, offers etc. requires a large part of our time, especially when it is in the context of a strategy and in order to implement our next steps, these must be completed first.
But email marketing gives us the ability to automate almost all stages of the customer’s journey, the path that the customer will have through our channels and our website. Through online platforms and automation tools, a potentially huge ROI is unlocked, which does not require constant sending of emails but a proper build and follow up.
Starting with a simple email welcoming and thanking him/her for completing his/her registration, we are already creating the basis for an ongoing “dialogue” with him/her. Then, through specific actions defined by us, we can guide him discreetly to his own benefit. This can be a coupon to complete the purchase of the products he left in his cart or a notification of when something on sale is on sale that is on his list of favorite products.
In short, we don’t need to be constantly connected to our mailing platform in order to be ready to do the respective mailings but simply evaluate the results that our automated processes bring on their own.
4. Entertaining & enjoyable experience for users

One of the first things we do every day is check our phone for new emails. How likely are we to sit down to read an email that doesn’t display properly on our mobile devices? Hardly at all.
But an email that is built to be enjoyable to read, regardless of the device the user is reading it on and includes interactive elements that make it unique, has a much higher chance of bringing our audience closer to our goals.
Don’t just think about informing the public about your new offers or encouraging them to fill in an expression of interest form. Email marketing platforms allow us to use elements such as videos, gifs, quizzes, etc. that turn a mundane habit into an enjoyable and interactive experience, further building the audience’s trust in our brand.
Email marketing offers a huge range of possibilities and opportunities for any company, regardless of the industry it belongs to. In order to bring the positive results it can bring to a company, it needs to be integrated into an informed digital strategy around the goals of the business.
Targeted messages, personalized campaigns and constant experimentation due to new trends can boost your business profits through the right system of automated emails which of course should be analyzed, evaluated and adjusted accordingly after a certain period of time.