Ever since e-mail became popularized in the 1990s, it changed the way the world communicated. Businesses, organizations, and long-distance friends quickly adopted e-mail as a new way to share information and keep in touch. Today, more than half of the world’s population uses email, and that number is expected to increase up to more than 4.3 billion by 2023. According to Pew Research, 92% of adults in the United States use email, and 61% of users check and send email daily. That’s a lot of people, and also a lot of potential customers/clients. How can businesses tap into this medium and effectively use it? By understanding why email marketing is effective.
Marketers and advertisers are in the business of influencing. The hope of each campaign is to convey a message that is so relevant, timely, and/or resonating that it will influence a potential consumer to act. Sometimes, before they even need it. However, a key component to influencing a consumer is in the consumer experience. The advertisement or concept could be brilliant, but if there are multiple road blocks at any point during the consumer journey, the effects are null.