It’s been just 25 years since email via the Internet first hit the scene in the early 1990’s. Contrary to popular opinion, email is more popular than ever, with marketers relying heavily on email. According to MediaPost, “The well-known Mark Twain quip—‘The reports of my death are greatly exaggerated’—can now be used to describe what’s happening with email.”
Many people think that social media is replacing email or that email is outdated and no longer useful. They are wrong, very wrong indeed!
But there are some keys to success. Just check out the new eMarketer report entitled “Email Marketing Benchmarks 2016: Relevancy, Frequency, Deliverability and Mobility.” The report notes that for email to be successful, marketers must analyze how mobile use, increases in message volume and frequency, and data-driven relevancy impact performance. A 2016 co-sponsored DMA (Direct Marketing Association) and Demand Metric survey confirmed a median ROI of 122 percent—more than four times higher than other marketing formats examined, including social media, direct mail, and paid search.
Bet you’re a whole lot more interested now…and want to know why email is still going so strong.
Email is remarkable at relationship-building
Email allows businesses to establish and maintain a strong relationship with prospects and customers. If emails are used correctly, you can improve the quality of this relationship and increase the chances to collect useful information from your potential and existing clients. This is the first activity that you should opt for when building an email list.
Mobile creates opportunities for email growth
Today, there is great potential for renewed email campaigns focusing on mobile audiences. Many people check their email on a mobile device, with more and more turning to their mobile devices for email than desktops or laptops. In fact, Hubspot says that about 53% of people check their email on their phone.
If you are eager to take advantage of mobile email marketing for your business, your biggest priority should be making sure that your emails are easy to read on smaller screens. That means using shorter subject lines, generally keeping your messages brief and to the point, and making them appear clean and attractive on mobile devices.
Count on awesome analytics with email
When you’re looking for better tracking and reporting of your digital marketing campaigns, nothing delivers like email. There are simple tools that can show you how successful your email marketing campaign was. You can find the details about the behavior of visitors that have used your emails to reach your website. It’s all just a click away.
Email marketing offers plenty of metrics to look at, but not so many as to overwhelm you. Through email marketing, you can track who opened your message, what email they use, when they engaged with your message, and what they actually clicked on. Best of all, these are proven measurement techniques that you can trust.
Email pays for itself…and then some
“Agency professionals and in-house marketers worldwide are in agreement about email’s effectiveness, according to March, 2016 polling from Econsultancy,” notes eMarketer. “… groups named email marketing most frequently as a tactic able to provide a strong ROI… The study also found that while respondents allocated an average of 16 percent of their overall marketing budget to email for 2016, the program contributed to 23 percent of total sales, a ratio that indicates email’s positive ROI.”
Email is customizable
Email marketing remains one of the best ways to target your messages to specific audiences. Rather than just guessing what will work and for whom it will work best, you can segment your recipients, greet them by name, and modify content to be specific to them. This allows your brand to connect with them in a stronger, more meaningful way, and that ultimately leads to higher conversion rates.
Email allows you to start small and test. You don’t have to set up a dozen different variables before you’re ready to send your first email: you can add more complexity as you go. If you don’t currently segment, you can start by introducing one segmentation variable, then another and another, continually learning as you go.
According to Salesforce’s 2016 State of Marketing Report, “80 percent of marketers agree that email is core to their business.” Are you among them?
When you want to tap into the incredibly strong and ever-growing potential of email marketing, talk to the email marketing gurus at Solamar.