Email is a big part of our lives as professionals, individuals, and, yes, even consumers. Think about this, how many people do you know without an email address? There’s a good chance that you can count these people on one hand.
According to Radicati Group, more than 3.7 billion people worldwide use email. That’s almost 54% of the world’s population! Data from Pew Research also shows that 92% of adults in the United States use email, and 61% of these email users are checking and sending emails on an average day.
This presents a great opportunity for businesses of all sizes to reach their target market, no matter what their audience looks like. By adding email marketing to their list of digital marketing tactics, businesses can improve their reach and visibility, allowing them to engage and convert more leads on a consistent basis.
Not only does email marketing allow you to take advantage of the prospect of reaching a large group of people, but this medium can also offer benefits that other digital marketing tactics can’t provide. Email marketing allows you to personalize your messaging and tailor messages based on customer actions. You can also segment your audiences to ensure that the right leads are getting the most impactful information at the most effective times. (But more about that later.)
Perhaps one of the greatest reasons why email marketing is so important is that your competitors are using it. In fact, Marketing Land reports that of the 1.45 million emails sent per month, 1.38 million of these emails are sent by U.S. companies. This means that if you want to remain competitive in the digital marketplace, your company will need to start using email marketing to reach out to your audience.