Why email isn’t dead and why you should be using it
Email is dead, they said. Email is passé, they said. Well, it’s time to tell the naysayers to foxtrot oscar because email marketing is not just alive and kicking—it’s having a bloody renaissance! Welcome to the new age of email marketing, where your inbox is the battlefield and engaging content is the weapon of choice.
Why Email Marketing is on the Rise
Email marketing is having a resurgence because it allows you to reach your target audience directly with personalised and relevant content. It’s a marketer’s dream: easy-to-track, segment data, and build custom workflows that ensure the right message hits the right inbox at the right time. Plus, it provides valuable data for analysing campaign success, letting you fine-tune your strategy and maximise your impact. While social media trends are fleeting (and hard to keep track of),, email remains the reliable workhorse that delivers results. It can be campaign-specific, meaning you can trial an aspect of your business or a project/service launch and decide if email is for you. GREAT, right?
Now that you know WHY email marketing is on the rise (and so it should be), let’s dive into WHAT we create with an example campaign from this year.
A client recently had the following analytics from an email send:
– Click Rate 4.69% (Industry Average: 2-5%) – That’s 524 unique clicks!
– Open Rate 21.37% (Industry Average: 17-28%) – That’s 2,389 unique opens!
With this data, we were able to understand their target audience better, enabling us to crank up the accuracy of our client’s online visibility with targeted AdWords campaigns, getting their business into the palm of their target audience.
The Magic of Email Marketing
Ultimately, it all comes down to this: Email marketing isn’t just about sending out a bunch of emails and hoping for the best. It’s about crafting personalised experiences, nurturing leads, and sparking connections that can light up your business like the golden arches on a motorway.
The Effectiveness of Email as a Channel
You don’t have to look far to learn that email marketing works. Statista reports email marketing revenue in 2020 reached 7.5 billion dollars and that over 80% of industry experts use email as part of their marketing efforts.
Statistics such as the open rate, conversion rate, and click-through rates can vary based on the industry. However, it’s good to know that many people actually prefer email communications.
Most people sign up for or opt-in to receive promotional emails from brands and businesses they want to see more of, further proving the fact that email marketing is not dead.
How to Build an Effective Email Marketing Strategy
While email marketing makes for a great marketing strategy, you still need to make sure it’s effective. There are a few ways you build an effective email marketing strategy, such as by:
- Targeting the right audience
- Sending personalised emails
- Making sure the email is mobile-friendly
- Crafting compelling subject lines
- Keeping things simple
- Using aesthetically pleasing email templates and designs
- Making sure recipients explicitly want your emails (see GDPR)
- Optimising for deliverability
Starting with these basics will make your email marketing attempts that much more effective.
7 Smashing Tips for Creating High-Converting Email Campaigns
Outside of the basic tips to boost effectiveness, there are a few more things you can do to take your email marketing campaigns to the next level. To create a successful email campaign, incorporate the following tips into your next marketing campaign:
- Write for the web (brief paragraphs, logical flow, good first line)
- Make sure your email is clean and clear
- Create content for an ideal prospect (considering your buyer personas)
- Always include a call to action (CTA)
- Run email A/B tests
- Have a marketing plan
- Pay attention to and lean heavily on KPIs and analytics
Testing and paying attention to statistics will give you the ability to fine-tune your efforts as you go. What converts well for one segment may not convert well for another. Look at what’s happening and make adjustments until you find the ideal way to present your marketing message to your audiences.
VIVA LA EMAIL with Spinks Creative?
So, if you’re ready to unleash the power of email marketing and take your business to new heights, then it’s time to join forces with Spinks Creative. Together, we’ll illuminate the path to success and leave your competitors in the dark. Remember, when it comes to email marketing, the sky’s the limit—so let’s shoot for the stars!
If you need help marketing to your ideal customer, we’re just a call away. While we believe we’re the best in the biz for managing your email marketing campaign, we also offer strategy sessions to give you a plan to get on with if you want to have a go yourself. And if you decide you need our help later on, that’s fine too. Get in touch today.
More on community marketing coming from us soon… so watch this space.
