How Email Marketing Can Provide Help to Various Businesses to Scale During the Economic Uncertainty

Despite the economic and environmental challenges in the year 2020, the reality is that many businesses are still excelling due to the innovative shifts that is in marketing strategies. Various businesses who have taken a conservative approach otherwise to the spending marketing dollars online, have now been thrown into same advertising marketplace as the tech giants and the eCommerce. While this is uncertain and at times it is a scary territory for many businesses, the opportunity to succeed is really huge.

The Marketing teams have had to look more critically than they have been ever looking before at which marketing channels are really working for them, especially in a time where consumers are now primarily interacting with brands with their smartphones and their computers. While many other brands have opted to invest their budgets on social media and digital marketing, there is a more channel that are tried and true that has stolen the spotlight: email. In fact, the recent study that was carried out by SparkPost revealed that about 58% of the global leaders note email marketing efforts drive value and its positive impact to their business and about 59% of email practitioners have a positive believe that email is a main source of revenue. By them focusing their marketing efforts and their dollars on email, brands can help to build a better and stronger customer experience and an agile marketing team as well as to create a foundation for other marketing channels.

One of the greatest benefits that email has achieved is that there is no one entity that owns the marketing channel. Unlike those other ad placements that social networks and search engine owns, email is another world all on its own. While the digital marketing channels require that the brands should follow certain rules like image content andvword count, it ain’t so in email, email is more malleable enabling companies to be able to flex their creative muscle and to totally build unique campaigns.

Although there are many best practices when it comes to you creating a great email marketing message, but the channel itself allows brands the easy flexibility to market in different new ways during a cultural moment in which the “new normal” makes changes by the hour. More to this, with emails, marketing teams can be very agile when it comes to taken care of business needs. Because these companies do not pay-per-click when it comes to email opens, brands can send as many email as they please to their customers to communicate new and important updates. Since all those customers that are receiving mail from different brands must be opted into the mailstream, the email only serves as an enhancer to the customer experience as the email updates will always keep engaged recipients updates of the newest company news. Email is the reliable choice to choose when it comes to rolling with the situation of uncertainty that we all continue to face in this time.

In addition to agility and flexibility, another beautiful benefit of email is that investing in it can actually give boost to the marketing team morale. According to the SparkPost’s research it is observed that about 83% of marketing leaders and practitioners are happy at work, a very impressive metric during a time when the stress of ecomomy is running very high for everyone. SparkPost discovered that one of the major factors in this overwhelmingly positive statistic is that many of the marketers leverage automation and emerging technologies to have success over expectations at work.

By you investing in a comprehensive marketing stack rife that has new innovations, marketing leaders can now create a positive environment where the marketing team members can be much more effective and will be rewarded for doing a great job. The Investment in technology specifically for the email channel is simply a win-win since many recent innovations can surprise and can delight subscribers in addition to making the lives of email marketers easier. Allocating a larger budget to email can simply supercharge morale and output of the team.

During the year 2020, there was a very dramatic increase in investment in the social media, communications, email and digital marketing. During a time that people were spending more time on their tablets, computers, and phones, marketers were betting on a “fire on all cylinders” strategy, which is the foundation of email.

In fact, SparkPost reported that about 44% of the marketing leaders that increased their email budget in the year 2020. Email has in time and again proven to be the best resource for solid data to the improvement of future touchpoints with customers across all marketing channels. Email is the most effective and the fastest way to determine things like engagement, a metric that can help you to measure the success of a brand’s customer experience. As such, investing in the resource is the best way to streamline the marketing data and to create a centralized source of truth across the whole marketing channels.


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