Is Email Marketing Still Effective?
Social Media and mobile marketing are capturing the attention of everyone when it comes to modern marketing. But what does that mean for traditional marketing techniques like email?
It seems so strange to refer to email as “traditional marketing” but with the way technology is evolving, newer, trendier tactics are constantly emerging. Email marketing does not have a “sell by date” and can be extremely effective when utilising multiple mediums to create brand awareness.
In fact, we believe email marketing is one of the best forms of marketing techniques you can use to get more of your website visitors to buy from you.
5 main reasons why you should try email marketing
- It is simple to set up
- It is extremely cost effective
- It allows you to sell to the same customers continuously
- It helps to build trust which can increase conversion rates
- It can help to bring in a sizeable amount of extra sales
Email marketing will only be successful when done the right way. Many business owners will tell you to avoid email marketing, because it is a waste of time and it just “doesn’t work”.
9 out of 10 times this is because they have approached it in completely the wrong way. When email marketing is done correctly, it can be the most lucrative form of marketing. According to WordStream in the UK, every one pound spent on email marketing has an ROI of 38 pounds.
So, how can you improve your email marketing to ensure you are seeing a return on your investments?
1. The next step
When constructing emails, always ensure to include links to specific landing pages and blogs that will further engage your prospective customers as well as any existing customers. There is no point sending an email if you do not tell customers what you would like them to do next.
2. Provide value
Provide exclusive offers or original content. People are constantly searching for answers and solutions to their problems. If you provide your subscribers with relevant and valuable solution-oriented content, you instantly capture their attention and earn their trust.
3. Make it personal
When an email is addressed to the name of the customer the email has a much greater chance of being read by the recipient. Personalised emails show that you care about building relationships with your customers, who are not just a number on your contact list.
4. Short and sweet subject lines
Try to keep subject lines to under 10 words. A good subject line should contain no more than 30 to 50 characters. It should also create a sense of urgency or excitement and it should give readers some indication of what to expect once they open the email.
5. Be social
Be sure to include social media buttons in emails to direct traffic to your profiles, connect platforms and increase your following.
6. Simple layout and restrictive font selection
Stay on brand and use fonts consistently. Not only will this help with brand identification, it will also allow for a nicer user experience. The less clutter you have in your email, the more conversions you’ll experience.
7. Say it in seconds
Keep your main message and call-to-action above the fold (this is anything you can see on the screen before you scroll). Then add your copy. Ideally you should place 3 clear and consistent call-to-actions in your email message. These can be in the form of buttons, bolden text, videos or images. People should be able to skim the email and be able to tell what it is about within 5 seconds of looking at it. If it isn’t clear after 5 seconds you need to make some changes.
8. Restrict the sales pitch
Balance sales and content emails. Your customers do not want to feel like they are always being sold to. Try sending out a weekly/ bi- weekly/ monthly newsletter or blog post to keep emails fresh and not too sales focused.
9. Mobile friendly
Ensure you optimise your emails for mobile devices. This means every link and webpage can be accessed on all mobile devices. Around 48% of emails are opened from a mobile device, so people expect the content of an email to be ‘mobile-friendly’.
How can you make email marketing work for you?
Yes, email marketing does take a bit of time commitment, but it’s something that a company of any size can incorporate into their marketing strategy. Sending emails allows you to share a huge amount of information directly with the customer, generate interest, drive traffic, you can test and track it and there is a clear ROI. Plus, it is ridiculously cost effective AND IT WORKS!
How often should you email your lists?
It is important to keep in contact with customers through email marketing, without overwhelming them.
There is no magic number when it comes to the amount of emails you should send per week or month. It really depends on your target market, the products or services you are selling and if you have important and useful information to share at that time. Try not to send emails just for the ‘hell of it’. The best time to send an email is when you have an amazing offer to share with your list or if you have written a blog or newsletter that may help solve a problem for your prospective or existing customers.
So, it looks like email marketing is here to stay….
We need to make sure we research and think about how we can make our tactics more effective as well as serving the right content, to the right people, at the right time. It is important to test and monitor your email campaign results and adapt to suit the audience you are advertising to.
Give these tips a try and see how you can improve your own email marketing campaigns today.
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Written by Stefanie. G
B2B and B2C Marketing Consultant and SEO Specialist @ Dragonfire Marketing