Why email marketing is still the best and how you can use it well
Email marketing has been around since the days before digital marketing was even a thing. Email has withstood the test of time, has only gotten better and still continues to give roaring good returns to those who use it like the way it is supposed to be-as a communication tool.Email marketing ROI hovers around $38 per mail sent, that is a crazy high number with no other tool giving returns close to it. The cherry on the cake is actually the running cost. It is a fraction of other types of marketing tools direct marketing is ten times more expensive to run! Email marketing has evolved over the years into a multi billion dollar industry and today, it has reached the pinnacle of digital marketing excellence. As with evolution, the bad has been removed and replaced with best practices, the same applies to email marketing.
How and why email marketing is incredibly effective
Email marketing is the right answer, whatever may be the question! There are certain aspects of email marketing that makes it undeniably attractive. Here are a few of them.
- 5 billion email accounts exist today. It is expected to grow by 7% by the year 2017.
- Of these, 2.5 billion are active, which means, these are checked at least once a day, and no social media platform has these numbers.
- It is also the most cost effective marketing tool currently
- Metrics are transparent, precise and easy to analyze
- Interactions and engagement are high with consistent good quality content
- It does not require a lot of effort to run an email campaign and the results can be seen almost immediately
Email marketing has evolved to the state that it is today. When it hit the big time, the ugly head of spam surfaced. People started getting bogged down by the ever increasing influx of emails that they did not sign up for. These have resulted in high standards of email delivery, IP reputation and SPAM scoring. This is a good thing allowing users to be able to pick and choose what they see and read. What this means to email marketers is that getting into an inbox is a victory in itself. Being able to sustain this and converting readers into leads and eventually a customer is what the crux of the entire process is today.
Breaking through to your target audience is not easy and hence, when email marketing is done well, all the pieces line up beautifully. Any effective email marketer will vouch by the fact that staying relevant, simple and easy to read is essential to stay ahead of the competition. Gone are the days of writing copy like the hawkers on the street selling their wares. It needs to be interesting, engaging and most importantly, relevant.
How you can ace the email marketing game
There are certain aspects of email marketing that need to be taken care of to achieve your goal. These goals depend on the industry you work in, the results you are looking for and also the target audience.
To make things simpler, let’s focus on broad spectrum rules that apply to all, irrespective of what you are looking for.
1) Keeping the copy readable and interesting– This is one of the biggest issues faced by the email marketing industry. With SPAM being a major issue, if your copy is irrelevant not only will the readers reject it, your ISP will do the same too. This is a fact and it needs to be taken seriously. To ensure that your copy is up to the standards of email marketing there are certain things you can do. Research the target audience and understand what they are looking for. Tie it to your solutions and make the copy interesting to the reader. Ensure that your landing pages echo the same idea and theme that you picked in the email. There should not be a disconnect. If there is, it shows a clear lack of effort and sincerity which is unacceptable today. Create content that engages, people today have the attention span of a gold fish. Keep them interested and they will look forward to your next mailer. Subject lines matters, they are the first impression creators and we all know, first impression is the best impression.
2) Make sure you send only to the right people– This is an important part of building sender reputation. Too many unsubscribe requests are fishy. A opt in list is what you need. This means that the receivers have given you permission to message them. It is not easy to create an opt in list, but once you can, there is absolutely nothing that can come close to its effectiveness.
3) Campaigns are not just a fancy word for sending emails– It should be a well thought out process. It should have steps, progression charts and result oriented stages. A campaign should have a definite goal and everything that comes in between should be in tune with this goal. A campaign that holds true to its goal will see higher conversions.
A case in point is the fantastic email campaigns run by Barrack Obama, President of the United States for his re-election. All in all, the campaign brought in $700 million dollars in funding with one email bringing in a whopping $3 million! This is one of the most successful email campaigns ever run. How did he do it? He connected with the audience in an informal, straight forward and serious manner. The campaign track was well laid out, with emails going out at the right time and reaching the right people. Getting an email signed by the President is certainly cool and he struck a chord with the voters- the rest is history.
Be consistent, practical and get to the point fast. These are simple yet difficult tricks to master when it comes to email marketing. The easier the email is to understand, the faster will you get a reaction.
Email isn’t going anywhere. It’s solid and rooted, and many smart email marketers are using it to its best potential. You too can do the same, with a guided and planned mission to entertain, educate and gain the trust of your readers.