I often hear rumours that email marketing is passé, disgruntled business people complain that they receive far too many “junk” emails and can’t see the point. There is also a suspicion with the popularity of social media, we’ve moved on.
This perception is interesting, because in fact email marketing is still growing as a medium and there are lots of reasons why. EConsultancy’s Email marketing census http://econsultancy.com/uk/reports/email-census concludes:
“Email remains strong for return on investment and drives a large chunk of sales. Despite the ever-increasing toolkits and techniques available to marketers, email still holds its place as a channel that offers a strong ROI, with two-thirds (66%) of in-house marketers rating email as having an “excellent” or “good” ROI. Only search engine optimisation comes any higher (75% rate as “excellent” or “good”).”
Why does email marketing work?
- Targeted, relevant emails are incredibly powerful. Have you ever received an email that seems to hit you right at the moment you need something? Relevancy is the key, that’s why a lot of emails are perceived as junk – because they’re simply not pertinent to the recipient. Here’s a good example:
- More people are reading their emails on mobile devices, making them easier to respond to instantly by going online than waiting until they get to their desktop computers.
- If you sell products, emails can be used as triggers to provide discount codes, date sensitive actions (e.g customers’ birthdays or a due date for something to expire) all of which makes them useful right at that moment.
- If you provide a service, emails are very effective to share advice, updates and useful information. This adds value to your customer/client rather than being seen as junk.
The single biggest mistake marketers make is to blanket send emails to un-segmented lists. In other words, everyone gets the same message regardless of their relationship with the business meaning that for many of the recipients it’s irrelevant. Splitting your contact lists means you can tailor your messages and get results.
Final conclusion? There’s more life in email marketing yet!