Email is a staple of inbound marketing. It’s extremely effective in terms of converting leads, and bringing loyal customers back to your business. In this article, we’ll explain why email performance is improving and what your business can do about it. 

Email performance is on the rise 

Let’s start with some statistics. According to a survey by Return Path and Ascend2, most marketers agree that email performance is improving and helps them achieve a high marketing ROI: 

“Of the executives polled, 85% say their email performance is improving, and 58% say the improvement is significant. Only 3% say it is decreasing to a large extent. At the same time, 90% believe the channel is important in achieving their strategic objectives — predominantly ROI. And personalization is rated as the most effective tool for getting there.”

Email marketing might not be the shiniest toy in a marketer’s toolbox, but it’s been a mainstay of inbound marketing over the past decade. That’s because it’s reliable, quantifiable, and in some cases, predictable. 

Unlike social media, email is a private form of communication. It’s your opportunity to speak with leads without the noise of other posts and ads. 

Make email marketing a priority

To get the most out of email marketing, we recommend that you make it a marketing priority for at least one iteration of your campaign. In this phase, you want to create content specifically for emails and focus on engaging subscribers. 

It’s important to choose whether you want to establish credibility, convert leads, or just increase organic traffic with your emails. Once you have a specific goal in mind, you can start planning your messages over the course of the next month. 

Give it some time and see if your marketing performance improves. Email marketing doesn’t always have to be your top priority, but experimenting with it during a short period can give you insight into its potential. 

To talk more about email marketing, or anything else, contact us today.