Don't Leave Your Email Marketing Capabilities on the Table

4200%. That’s the percentage of ROI that email marketing can generate. Many resources cite the benefits of email marketing for businesses. It’s a promising approach, potentially ranking among the next major performance marketing trends. But still, email marketing is a largely unexplored area in performance-based marketing. Performance marketing differs from traditional marketing based on its payment model—unlike other marketing campaigns, it allows remuneration based on results, when business goals are achieved such as clicks, leads or sales. And this significant trait helps it gradually gain favor with most businesses. Social media marketing, search engine marketing and even sponsored ads are the usual marketing channels listed under performance marketing. And that’s where the opportunity may very well be. From what is apparent, the idea of deploying email marketing campaigns for performance marketing is still somewhat, if not largely, untouched. But it may be one of the most promising approaches for building a solid performance marketing campaign. Here are a few reasons why. 3 Keys to Successful Lead Generation in a Post-Cookie World Easier to track, with quicker impact If you have ever run an email marketing campaign, you know how easy it is to track. Many email marketing software comes integrated with campaign tracking features, which you can see the results your efforts have driven. This is one of the biggest reasons email marketing could become the go-to choice for performance marketers, whose success relies on attributions. Apart from that, email marketing delivers a quicker impact. Some people check their email 20 times a day. That means you can see how your campaign has performed way sooner than the other alternatives. Improved website traffic Email marketing helps businesses gain more website traffic as it sends a message directly to the target audience’s inbox, offering value and attracting them to visit the website. Unity Media experienced almost 20% year-over-year growth in website traffic by deploying email marketing campaigns. Therefore, for businesses considering web traffic as a KPI, email marketing can be a channel worth tapping into. Lead generation Email marketing helps to generate qualified leads for a business as it reaches out to the right audience and nurtures the interested prospects. Drip emails that follow a lead magnet gradually nurture cold leads until some eventually convert into sales-qualified leads. Ambition, a software product that helps increase employee productivity, ran a six-week-long email campaign targeting over 500 vps. The campaign generated 73 leads for the company. This lead generation capability shows email marketing can work well for performance marketers who may be tracking leads as KPIs for their businesses. Targeting and timing Most of the benefits that email marketing touts for businesses stem from the fact that it can reach the right people at the right time. When driving email marketing campaigns, you can react quickly to trends and capitalize on “what’s hot” to be more relevant for users—and we know relevance can be one of the biggest drivers of KPIs for marketing campaigns. Audience engagement When you drive an email marketing campaign, you are mostly communicating with an already engaged audience. They are halfway through your sales funnel and are probably expecting to hear more from you. When you capitalize on this situation and send emails that offer genuine value to the readers, you can increase engagement rates even further, ultimately leveraging the increased metric to get the business’ success momentum going. Driving conversions Conversions are on top of business priority metrics—every marketing campaign focuses on increased revenue and conversions somewhere down the line. Email marketing leverages its relevance and engagement capabilities to increase a business’ conversions. Therefore, for businesses actively tracking conversions, email marketing might make for an excellent performance marketing tool. Of course, the conversion success of each email marketing campaign depends on how the content inside emails is crafted. Segmented email campaigns have delivered as much as a 760% increase in revenue, while Dell increased their revenue by 109% after driving a GIF-heavy campaign. It might be worth exploring your email content according to your audience’s preferences to experience the conversion it promises. Bottom line What qualifies email marketing as an effective performance marketing approach is its capability of delivering a quick impact, and the fact that it allows you to measure this impact easily. This is why email marketing might be as important as ever, as businesses’ interest shifts towards performance-based marketing and more and more marketers prioritize almost instant results and tangible metrics. Affiliate Marketing Is a Safe Haven for Publishers in a Cookieless Future