No one wants email anymore, or at least that’s a common myth. The average person is overwhelmed by their inboxes, getting more than 120 emails a day, according to a recent report from the Radicati Group, and that number is going up. The popular conception is that email is a time waster and a productivity killer. No one bothers with email marketing when they have social media and other channels as digital marketing options — right?
Well, email marketing is still here and thriving — it never went away. It reaches people where they live, it nurtures leads, and it inspires sales. Why is email marketing still effective, and how can you use it to its full potential?
It’s an opt-in method of communicating.
This is gold for marketers. Email marketing reaches people who have voluntarily given you their email addresses. Maybe they’re previous customers. Or maybe they’ve signed up at an event, registered for your webinar, or put themselves on your newsletter list, for example. That’s why campaigns entice audiences to sign up with their email address can be so powerful: you create an audience of people who are already interested in you, your brand, and your product.
It’s an easy way to reach customers on their mobile devices.
Studies suggest that up to 91% of users check their email on their mobile devices every day, with Apple devices in the lead. At the same time, even on mobile devices, emails beat texts—they have space for more characters, plus email is free to access, with no texting charges. Email remains an affordable way to reach audiences on mobile—as long as you use mobile-friendly design.
It transcends platforms.
Not everyone is on social media, believe it or not, but you still want to reach them. And there’s no guarantee on how your posts on Facebook or Twitter will perform, because you can’t necessarily affect the algorithm that helps your content show up in your followers’ feeds. In fact, with social media sharing buttons, your email marketing complements your social media marketing efforts.
It enhances your other content.
Email remains a valuable component of inbound marketing strategy. Emails can announce new blog posts, encourage users to sign up for webinars, or offer white papers. They can effectively promote your other valuable content as part of a whole strategy.
It allows more personalization than ever.
The days of generic mass email blasts are in the past. Today’s tools mean your emails can be minutely customized based on past customer behavior, browsing history, purchase history, and even into abandoned shopping carts programs, for example.
It’s affordable, with a great ROI.
Email is a more affordable way to get your word out, even for small companies that don’t have much of an advertising budget. Small businesses can take a load off their marketing and sales departments through automated lead nurture campaigns and emails.
It’s DIY—but it doesn’t have to be.
Today’s tools (such as MailChimp) are affordable and easy for DIY marketers. But there’s still a lot to think about: subject lines, design, images, the best time to send, effective content, avoiding spam folders, and managing your lists.
Here’s where experienced email marketers can make a real difference. A digital marketing agency can help you make the most of this affordable channel, guiding you through design, writing, development, A/B testing for subject lines, and more. Need some help from experienced email marketers? Find out how BlueTreeDigital’s team can help take your email marketing to the next level.