Why Consumers Spend More When Marketed Through Email
Let’s talk about consumer behavior and how it influences where they spend their money.
As a business owner, understanding this behavior is crucial for shaping your marketing strategy.
One of the most fascinating insights is that consumers tend to spend significantly more when marketed through email compared to other channels.
But why is that, and how can you leverage this in your own business?
Understanding Consumer Behavior in Email Marketing
Consumer behavior refers to the actions and decisions people make when purchasing products or services.
When you tap into the power of email marketing, you’re connecting directly with consumers in a personal and highly targeted way.
This direct line of communication allows you to tailor your messages, making them more relevant and impactful.
And guess what? When your messages hit the right notes, consumers are more likely to throw their credit cards at you.
Think about it — email is the one marketing channel where consumers have given you explicit permission to communicate with them.
They’ve signed up for your list, they’ve shown interest in your brand, and they’re more likely to engage with your content because it’s landing in a space they control — their inbox.
This makes email an incredibly powerful tool for driving sales, but it also means that the pressure is on to deliver value with every message you send.
Email Marketing ROI vs. Social Media Marketing
Email marketing boasts the highest ROI of any marketing channel. On average, for every $1 spent, you can expect $42 back (on average, this number is ever-evolving!).
But it’s not just about the immediate return. When marketed via email, consumers spend 138% more than shoppers who don’t receive email offers.
That’s a staggering difference and a strong argument for why email should be at the core of your marketing efforts.
Social media is great for building brand awareness and engaging with a broad audience, but it often requires constant posting and engagement to stay top of mind.
In contrast, email marketing allows you to maintain a strong connection with your audience without the need for daily content creation. It’s about working smarter, not harder, and getting better results for your efforts.
While social media can be an effective tool for reaching new audiences, it often lacks the depth and personalization that email marketing provides.
On social platforms, your messages are competing with a constant stream of content, and algorithms control who actually sees your posts.
Email, on the other hand, lands directly in your subscriber’s inbox, giving you a much higher chance of being seen and acted upon.
Why Consumers Prefer Email
Consumers prefer email for a few key reasons:
- Personalization: Emails can be tailored to individual preferences, making them feel more relevant and less like spam.
- Convenience: Emails are accessible at any time, making it easy for consumers to browse and shop at their convenience.
- Direct Offers: Exclusive discounts, early access, and personalized recommendations make consumers feel valued, increasing the likelihood of a purchase.
When you combine these factors, it’s clear why consumers are more likely to spend more when marketed through email. They’re receiving content that’s relevant, convenient, and offers real value.
Let’s break this down further. Personalization is a huge factor in email marketing success.
When consumers receive an email that speaks directly to their interests, they’re more likely to engage with it.
This could be as simple as recommending products based on their past purchases or sending a birthday discount.
These small touches make a big difference in how consumers perceive your brand and how likely they are to spend.
Convenience is another major advantage of email marketing. Unlike social media, where your message can easily get lost in the noise, emails are accessible at any time.
Whether your customer is checking their inbox on their morning commute or late at night, your message is waiting for them.
This 24/7 accessibility means that your emails have a much longer shelf life than a social media post, which can disappear from view in a matter of hours.
How to Maximize Your Email Marketing Efforts
To capitalize on the power of email marketing, you need a strategy that’s effective and sustainable. Here are a few tips to help you get started:
- Segment Your Audience: Tailor your messages based on your audience’s behavior, preferences, and purchase history.
Segmentation allows you to send the right message to the right person at the right time, increasing engagement and sales. - Create Compelling Offers: Whether it’s a discount, a bundle, or early access to a new product, your offers should be enticing enough to encourage immediate action.
- Focus on Design and Usability: Your emails should be visually appealing and easy to skim. A clean design with clear calls-to-action will help guide your readers toward making a purchase.
- Automate When Possible: Set up automated email sequences for welcome messages, cart abandonment reminders, and follow-ups.
Automation ensures that you’re always in touch with your audience without having to manually send every email.
Let’s Break It Down Even Further
Segmentation is crucial because it allows you to cater your messaging to different segments of your audience.
For instance, someone who’s purchased from you before might appreciate a loyalty discount, while a new subscriber might be more interested in learning about your brand through a welcome series.
By understanding where each subscriber is in their customer journey, you can create emails that are more relevant and, therefore, more effective.
Compelling offers are the backbone of any successful email marketing strategy.
Your offers should be so enticing that your subscribers feel compelled to take action.
Whether it’s a limited-time discount, an exclusive product launch, or an invitation to a special event, your offers need to speak directly to your audience’s desires and pain points.
Finally, design and usability play a huge role in how your emails are received. Even the best offer can fall flat if your email is cluttered, hard to read, or confusing to navigate.
Keep your designs clean and focused, with a clear hierarchy that guides the reader toward your call to action!
Thanks so much for reading — and speaking of: let’s talk about how I can help you write emails that your community actually reads.
I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:
Join Email Paradise! Get my best email tips and a splash of lifestyle content delivered to your inbox every Tuesday — your weekly dose of inspiration.
Download the 5 Email Hacks to Flood Your Shopify Store with Sales If you want to turn subscribers into buyers, these five hacks will help you do just that. No fluff, just actionable tips with real-life examples!
Check out my done-for-you email marketing services! If you need a strategic email partner (in any capacity) to craft emails that not only get opened but drive real results, I call dibs! Let’s work together to make your brand’s vision a reality.
Have a question or just want to chat? Drop me a DM on IG @aireannaelanah or email me at hello@aireannaelanah.com. I’d love to connect!
