These days, email inboxes are flooded with spam, discount promotions, and other unopened messages. With the rise of other digital marketing services, like social media messaging platforms, it might feel like email is on its way out. So it’s no surprise that you might hear people ask: are email marketing agencies irrelevant?
The short answer is no; email marketing is not dead. Despite the debate, the stats show that email marketing is still well worth the investment.
But the long answer is a lot more complicated. If you want to capture the full potential of email marketing, you’ll have to compete with a vast number of messages, from spam to advertisements. To cut through the noise and impact a customer’s inbox, you need to work with the right email marketing agency.
In this article, we’ll cover what you need to know about the state of email marketing in 2023, including how to find the best value email marketing services to get the results you’re looking for.
Table of Contents
What Is Email Marketing?
Email marketing is a direct marketing channel designed to reach an email list of potential or returning customers.
Through personalized messaging, you can use an email marketing strategy to convince people to take action on your products or services and offer exclusive discounts and promotions. Beyond direct sales, you can also use email marketing to engage your audience with value-driven blog content, educational materials, and more.
Thanks to its high return on investment (ROI), email marketing can play a decisive role in your inbound marketing strategy. From lead generation to customer relationships, email is the best way to reach your customer in an effective and convenient way.
Is an Email Marketing Agency Worth it in 2023?
Email marketing has been around for a long time, making its fame well before the rise of social media. The first email campaign was sent out in 1978, producing about $13 million in sales based on only 400 recipients.
But a lot has changed. Since then, the number of global email users has hit 4.3 billion. It’s expected to reach 4.6 billion in 2025, which is more than half the world’s population. As more people started to use it, the number of emails also exploded. In 2023, it’s estimated that 347.3 billion emails will be sent and received.
Today, most inboxes are flooded with daily emails. With this spike in email quantity, however, comes a lot of spam. Nearly 85% of all email messages are considered spam.
This raises the question: Is email marketing worth the challenge in 2023?
There’s no question that the email marketing landscape has changed. Strategies that were effective 10 years ago won’t work today. It takes a more targeted approach to dodge spam filters and convince recipients to open, let alone engage with, your emails.
However, email marketing is still a powerful way to reach your customers. While some may assume that younger generations are moving on to other platforms, that isn’t the case at all. Ninety-five percent of Americans still rely on their emails for everything from work correspondence to online shopping. And over a third of millennials and half of Generation Z say they still enjoy getting brand emails.
Emails are a fast and direct way to reach your customers where they spend their time. Ninety-nine percent of email users check their emails every day, sometimes up to 20 times per day. Fifty-eight percent of people even say it’s the first thing they check in the morning, even before social media and the news.
Here are a few more powerful statistics on the results of email marketing:
- 60% of shoppers who received targeted emails said they made a purchase as a result.
- Email campaigns get six times more click-throughs than tweets.
- Email is 40 times more effective at attracting new customers than Facebook or Twitter.
- At 66%, email has the highest conversion rate compared to other digital marketing strategies.
How does email marketing get such dramatic results? The nature of email marketing also demands interaction. Unlike an advertisement that can be quickly scrolled past or clicked away from, emails require some kind of action. An email will sit in the user’s inbox until they read or delete it.
Reasons To Have an Email Marketing Strategy
To get the best results out of your email marketing strategy, it helps to have a digital marketing agency handle the heavy lifting. The right agency will know the ins and outs of the industry; exactly how you need to target and craft emails to drive sales and build an email audience for your brand.
Below are some reasons why hiring proven and experienced email marketing services are worth it.
Generate Qualified Leads
Email marketing can do a lot for your business, but one of its best outcomes is lead generation. Forty-eight percent of marketers say email marketing is the most effective strategy for lead generation.
However, with the volume of emails landing in most inboxes, you need a specialized strategy to make an impact. Email and digital marketing services can help you segment your leads and attract them with customized, valuable content that results in the best engagement.
Because so many companies fight for attention in inboxes, building rapport with your audience takes the right engagement strategies. With those strategies, you can prove to your customers that you’re dedicated to building a relationship. That means personalizing your messages, delivering high-value content, and establishing yourself as a trusted industry leader.
Create a Lasting Brand Impression
The power of effective email marketing goes beyond sales. Email is also a way to reach more people and boost awareness of your brand.
People who sign up for your email list are already interested in your brand. That means higher open rates — just over 20% of people will open marketing emails across industries.
When you send out weekly emails, you’re regularly putting your brand out there. If done strategically, the right subject line and email content can capture the attention of these customers, whether or not they make a sale. This keeps your brand’s identity top of mind.
With such extensive reach and high conversion rates, a well-crafted email marketing campaign can be more than worth the investment you put into it. In fact, it’s one of the most cost-effective forms of digital marketing.
However, the costs of an in-house team can still add up. Email marketing services can put everything you need in one place: copywriting, design, automation, personalization, and strategic segmentation. The right agency will create a highly-targeted and cost-effective campaign, reaching the right people without overspending time and resources.
Email marketing also delivers an impressive ROI. You can expect an average return of $36 for every $1 spent on email marketing. This return is higher than any other form of digital marketing, making it an effective way to drive sales.
It still takes the right strategies to get the best ROI from your email marketing campaigns. Working with an experienced email marketing services agency will help you build the most effective email list and deliver content that inspires action from your ideal customer.
Types of Email Marketing
Different types of email marketing campaigns have specific purposes and cater to different objectives. Strategically combining these different types of emails allows businesses to create comprehensive email marketing strategies and achieve their marketing goals.
Here are some of the most common types of email marketing:
These are automated emails sent to new subscribers or customers who have just signed up or made a purchase. Welcome emails serve as an introduction to your brand. They may include a special offer or insight into more resources.
Newsletter emails are regularly scheduled communications sent to subscribers who have opted in to receive updates from your brand. These emails typically contain curated content, such as industry news, blog posts, product updates, upcoming events, and special offers. Newsletter emails help keep your audience engaged and connected to your brand.
Promotional emails are designed to showcase and promote specific products, services, or sales offers. These emails include clear calls to action and, ideally, are geared toward users already interested in your promotion.
Abandoned Cart Emails
Abandoned cart emails are triggered when a customer adds items to their online shopping cart but leaves the website without completing the purchase. These emails usually include incentives like discounts, free shipping, or a reminder of a temporary promotion.
These automated messages are triggered by specific actions or events, such as order confirmations, shipping notifications, password resets, or account updates. While primarily serving a functional purpose, transactional emails also provide an opportunity to reinforce your brand’s messaging and deliver a positive customer experience. The main goal is always to upsell or cross-sell additional products or services.
These emails are designed to promote and drive attendance for a specific event, whether it’s an in-person gathering, virtual conference, or online webinar. These emails provide all necessary event details and sometimes exclusive perks for attendees. They help generate buzz, boost event registrations, and facilitate communication before, during, and after the event.
Tips for Finding the Best Email Marketing Company
Even for fully-staffed teams, email marketing is no small task. It takes the right tools and expertise to create a campaign that drives great results for your business.
Read the Reviews
Most email service providers can put together a professional website with a catchy call to action (CTA). That’s not always a guarantee of quality. Before committing to an email marketing firm, you should check their reviews. From prior clients, you can get insight into how effective their strategies are, how they manage email marketing campaigns, how well they communicate, and other important factors that might affect user experience.
Focus on Quality Over Quantity
Some email marketing companies put quantity first. They’ll churn out mass emails to a huge list of potential customers to get results. But this can hurt your brand more in the long run. It’s spammy, makes your brand look cheap, and won’t get the same results as a targeted campaign.
Look for companies that are committed to putting quality and business growth first. The best email marketing agency knows that it’s not always about how many emails they send but how they send them.
Ask About Their Tools
To get the best results, most of the top email marketing agencies will use tools to run their campaigns. For example, they may have automation in place to send emails faster and more efficiently or a content creation platform to elevate the quality of your content. Whatever they provide, it’s essential to know what tools they have to enhance your email campaigns.
Check Email Marketing Agency Portfolios
The best email marketing services will have a long track record of success. Make sure you check their portfolio to get a sense of their work and the results they’ve achieved.
Email Marketing: Frequently Asked Questions
Email marketing is a powerful tool that enables businesses to connect with their audience, build relationships, and drive conversions. However, several common questions often arise regarding various aspects of email marketing.
This section will address some frequently asked questions to provide clarity and guidance.
How much do email marketers cost?
The cost of email marketing can vary depending on several factors, including the level of experience, industry expertise, and the scope of your email marketing needs. Freelancers and consultants may charge hourly rates or project-based fees, while the best email marketing agencies may offer packages or retainer-based pricing.
To determine a suitable budget for outsourcing email marketing, consider your marketing goals, the size of your subscriber list, and the complexity of your campaigns. It’s advisable to allocate a portion of your overall marketing budget for email marketing, ensuring that it aligns with your business’s needs and growth objectives.
When working with an external provider, clearly communicate your budget and expectations upfront. Email marketers can propose suitable solutions and deliver the desired results within your financial constraints.
Isn’t email marketing annoying for customers?
When executed properly, email marketing is not annoying but rather an effective communication channel with customers. The key is to follow best practices and respect your subscribers’ preferences.
To avoid being perceived as annoying:
- Focus on providing value in your emails.
- Segment your subscriber list to send targeted and relevant content that matches their interests and preferences.
- Offer valuable insights, exclusive offers, and personalized recommendations to engage your audience and enhance their overall experience.
Additionally, ensure that your email frequency is appropriate. Bombarding subscribers with excessive emails can lead to annoyance and increased unsubscribes. Finding the right balance between staying top of mind and not overwhelming your audience is crucial.
Lastly, make it easy for subscribers to manage their preferences and opt out if they no longer wish to receive your emails. This helps to maintain a positive brand perception.
What are the 4 C’s of email?
The 4 C’s of email are Clear, Concise, Correct, and Compelling. These serve as a fundamental concept for effective email marketing, ensuring that your emails are engaging and persuasive.
- Clear: Make your message easy to understand by using clear and concise language, avoiding jargon, and focusing on a single objective or call to action.
- Concise: Keep your emails concise and to the point. Use short paragraphs, bullet points, and subheadings to enhance readability and convey information efficiently. Using as little copy as possible may often be the goal.
- Correct: Ensure that your emails are free from grammatical errors, typos, and broken links. Proofread your content thoroughly before sending it to maintain professionalism and credibility.
- Compelling: Craft compelling subject lines and email content that grabs attention and encourages recipients to take action. Use enticing visuals and exciting offers to engage your audience.
While the 4 C’s provide a solid foundation, successful email marketing involves more nuanced strategies such as audience segmentation, personalization, and A/B testing to optimize performance.
Should you interview email marketing agencies?
When considering outsourcing your email marketing efforts to an agency, conducting interviews is a valuable step in the selection process. Interviews allow you to assess an agency’s expertise, understand its approach to email marketing, and determine if its values align with your business objectives.
Prepare a list of questions that address your specific needs, such as:
- their experience with your industry,
- their process for creating and implementing email campaigns,
- and the metrics they use to measure success.
Inquire about their understanding of email deliverability best practices, compliance with anti-spam laws, and their ability to adapt to changing trends and technologies.
After interviewing potential email marketing agencies, you’ll gain insights into their capabilities and gauge their communication style and responsiveness. Ultimately, this enables you to choose a partner that is best suited to help you achieve your email marketing goals.
Remember that each business’s email marketing needs are unique, so finding an agency that aligns with your brand’s vision, understands your target audience, and has the expertise to deliver effective email campaigns is essential.
Get The Most Out of Your Email Marketing Budget With Credo
Email marketing isn’t the same as it was a decade, or even a year, ago. The landscape has changed, but that doesn’t mean email marketing is any less valuable. Done correctly, it can yield impressive results. To get those results, however, you’ll need to work with professionals who know precisely what it takes to get the most out of your email marketing strategy.
You need the right agency to help you unlock the full power of email marketing. If you’re struggling to stand out in inboxes, it’s time to find email marketing specialists today with Credo.