Email marketing is a great way to expand your online business and increase sales. I believe it still serves a purpose for achieving goals but is every business still using it today? Is it still effective in 2020 or is it dead?
We asked top professionals from different industries who shared their opinion on why Email Marketing still effective today.
Angela from Mail Charts says email marketing is one of the most inexpensive ways to get your name out there, make connections and attract new customers. However, a good strategy must be in place to be successful, especially with the ever-growing number of emails that flood inboxes every single day – at a growing rate of over 200 billion.
Many people think that they can write up a message, send it out to everyone who signed up for the newsletter and just wait for the results to pour in. But, it’s a bit more detailed than that.
First, you’ll want to ensure that the tone of your email reflects on your intended recipients. Make things look professional, which means foregoing any emojis or slang terminology. Next, get right to the point with the subject line, and omit words that could trigger a spam filter, such as anything that might resemble clickbait. Lastly, provide your recipients with a free guide or links to helpful blog posts that will introduce you as an expert in the field. Establishing this type of trust can often be the difference between a sale and clicking the unsubscribe button.”
According to Garret Seevers, VP of Marketing for Azuga, when users decide to opt-in to receive your email, you have the opportunity to build and maintain a relationship with them over time. This increases customer retention rates and keeps your customers in the loop. This includes product launches, events or any news surrounding your business. By including them, they will feel connected to your brand.
Targeting and segmentation
Email marketing takes the best strategies and methodology, particularly relating to data tracking, and can yield the same huge responses and sales numbers – says Richard Williamson from HealthLynked. It’s all about targeting and segmentation. The more clearly marketers can define their audiences the more likely they are to be able to speak to them, identify key pain points and expectations, and speak to them in a way that makes them respond to the call to action.
Testing is crucial. Measuring relative response rates to different offers, subject lines, and formats in micro-campaigns can yield invaluable data that can help macro-campaigns realize enormous returns.
Best for smartphone and tablet users
Angela, from Mailbird, says we’ve found that people spend hours upon hours on their smartphones and tablets, sifting through emails and reading newsfeeds. So why not engage them where they are already spending their time? All of us at some time or another have signed up for a newsletter, and just never unsubscribed. This provides numerous chances to tempt your readers to click the link and visit your site. Where else can you find such a captive audience?
It is fast, convenient, cheap and effective
The best communications tool for me is still e-mail. To be able to stay connected to my clients and keep my team moving seamlessly through the asynchronicity of e-mail on our projects and connect so easily anytime is amazing. E-mails are a great way to build relationships over time and keep the conversation going. Projects can be worked on over a 24 hour day with key deliverables communicated as one part of the world winds down and another ramps up. It is just so much easier now. You do not need to be a big multinational company to have the tools at your disposal anymore. It is fast, convenient, cheap and effective. Says Paige Founder & CEO of Mavens & Moguls. If you want to learn about marketing fundamentals, check out this Marketing Collateral.
Consumers check their email every day
According to DMA Insights, 99% of consumers check their email every day, and over 50% of people check their email more than up to 10 times every day. Email marketing will always be a strong and sustainable source for generating new business, but the way that business owners use email marketing will need to change based on the buying trends we’re seeing over the last several years – said Jamie DuBose from Zenplicity Now.
Email marketing is good for content marketing
Shaan Patel from Prep Expert, email is a great tool for building up a relationship between yourself and subscribers by regularly providing new content of value to them.
For example, every week we publish several blog posts covering topics our market is interested in learning about. At the end of every week, we send out a simple blog newsletter email wrapping up what’s been published that week. The clickthroughs we get on that email every week helps boost every article’s SEO rankings plus keeps our sales leads engaged.
By using email to build trust with sales prospects over time, you can convert longer term yet unengaged leads into new buyers by putting out the right material that clicks with them at just the right time.”
Good for sending Giveaways or Discounts
Email marketing still works because it is our way to remind our subscribers that we still exist and we are here to give them a treat. Whether through a discount code or a giveaway or tips, we are dedicated to stay in their inboxes no matter what – Quotation by Daisy from Banish, a skincare company.
According to Stan Tan from Selbys, the time when email marketing becomes ineffective is when:
1. Everyone stops using email and use another form of communication to communicate in the B2B world.
2. When you are considered as spam to the recipient.
Email is cheap to send but delivers massive ROI
Some studies reporting 3800% ROI and others with 4400% ROI. That is, for every $1 spent in email advertising, you can expect $38-$44 in sales.
91% of Americans do want to receive marketing email messages, with a greater number in the higher income brackets – 96% for those earning $75,000-99,900 and 92% of those earning $100,000 (MarketingSherpa).
– In comparison to social media or search engine display advertising, when sending marketing email, you’re sending to warm leads. These are people who have actively subscribed to your database and are likely interested in your brand or product/service. Mark Pratt, Marketing Manager at Click Send.
It saves time
Sofia from Weblium says, Best customers care is to save time. Spam filters are becoming more “evil” and you need to look more closely at the indicators of the Delivery rate, Open rate, Click rate, Bounce rate. Keep track of the relevance of the content, write interesting and catchy topics of letters, check the text for the presence of stop words and segment the audience. It is better to send fewer letters with which there will be more actions (transitions, views) than to send a million letters without a single opening.
All responses we received are yes, email marketing is a worthy companion for every brand. It should be utilized at it’s fullest and according to the above answers, there is no way we should ignore it. If you have different thoughts about this subject, feel free to share it in the comment section below. Keep posted for more expert roundups. I hope you enjoyed this roundup and if you also want to learn about creating expert roundups, read the complete guide by Your Parking Space.