When people think of digital marketing nowadays, they think of social media or online ads but what they don’t know is that something as old as an email can still work to promote a product or service. According to a survey by Statista, there are 3.9 billion email users per day, so email is still one of your best options to not only market your product or service but to build your relationship with your customers.
These are the misconceptions we are talking about:
People don’t use email anymore
Wrong. There are 3.9 billion email users per day, and research by the Radicati Group also estimated that 196 billion emails were sent worldwide in 2018. Moreover, an email is an integral part of the internet experience since an email account is required to have access to almost any online activity.
According to research by Optinmonster, the first thing that 58 percent of people check in the morning is their email, which tells us that email is still a great way to connect with our clients or prospects, and for some business is one of the main.
All marketing emails will end up as spam
You probably had an unpleasant experience with a company or website sending you an email that either you never signed up for, or you signed up for it, but it wasn’t what you were expecting. Either way, it probably ended up becoming spam out of poor marketing strategy on their part, and there are laws set to protect consumers against these practices.
A well-planned email marketing strategy will not land you in the spam filter, especially since, as stated by MarketingSherpa, 72 percent of people prefer receiving brand content through email as opposed to 17 percent who prefer Social Media. The key to email marketing is a good foundation, meaning an excellent strategy, and well-targeted, and a well-built email list.
Here are some tips that will help you build a good email marketing list:
- Make sure the people you have on the list signed up to be on it. The way to do this is by having a personalized call to action (CTA) on your landing page, a personalized CTA will allow you to have more information about the person, and you will be able to segment your list more effectively.
- Curate your content, send the right content to the right audience. Segmentation will help you here since not everyone is interested in the same things.
- Add a pop-up form to your website. Sometimes having a Contact Us page is not enough, so the best you can do is adding a pop-form as a last chance effort.
Social media is more powerful than email marketing
It depends. Social media is a great communication channel, but its effectiveness will be determined by who is your target audience and your industry. The best you can do is integrate both into your marketing strategy, one can help you reach a new audience, and the other will help you convert that audience into a quality lead.
When it comes to choosing one or the other, you need to know what is your final goal. If you want to increase your brand awareness or your brand engagement, then go for Social Media but, if you are looking to build a business relationship or close a sale, email is the communication channel you should use.
It takes too much effort, and it offers little ROI
There is nothing further from the truth. Email marketing takes effort but compared to its ROI is well worth it. When done right, email marketing can be the best marketing channel for any industry. In fact, throughout the year’s email has stayed as one of the tops marketing channels. A survey by DMA and Demand Critic discovered that the average ROI for email marketing campaigns is 122 percent, much higher than any other marketing channel, including social media, and 59 percent of marketers say that email marketing is their biggest source of ROI.
As of today, there are plenty of email marketing service providers that make the job a lot easier. They offer from ready-to-use templates for any device to automation, which would allow you to focus on creating valuable content without worrying about the designing part.
Of course, there are some designing strategies you need to take into account:
- Responsiveness: with the increasing usage of mobile devices, email is more accessible than before. Design your email to respond to any device.
- Copywriting: the subject line is more important than you think; a good subject line might determine if the person even opens the email. When it comes to the body of the email, keep things short and concise.
Doesn’t work as Lead Generator
Getting new leads through email might be slower than other options, but it offers you the chance to have direct communication with the prospect but also with its contacts.
Having an email marketing campaign specifically for lead generation will translate into quality leads, but is not as easy as cold calling. Does that mean it doesn’t work? No, it just means that email marketing takes more effort and more time. Using emails to get leads means that: a) your prospect might not see the email until two days after sending it, and b) it needs to be consistent.
Keep in mind that the average office worker receives several emails throughout the day, so when using email to attract leads is all about consistency.
Email marketing is a form of soft selling, so if you had it shelved or were just not convinced of its effectiveness, then now you know email marketing is definitely not dead and is worth investing in it.
As with everything in marketing, it takes trial and error until you get it right. Check your reports, the designs you use, the copies, even the length of the subject, but most importantly, keep your emailing list sharp; remember that the foundation of a good email marketing campaign is that list.
Jayme Washington is the CEO of WashTone Media, she is passionate about marketing and helping people reach their goals. In her free time, she enjoys spending time with her family. Follow her on Instagram and Linkedin.