Email. These days, it feels borderline old-school. There are so many new ways to reach potential leads—we’ve discussed plenty of them here on our blog! One question that keeps coming up is whether email is still an effective marketing strategy.
Email marketing works.
Let us reassure you. Email continues to be one of the best ways to connect with your customers. In fact, email is 40 times more effective than Facebook and Twitter combined. The reasons for this are many and varied. After all, Facebook has changed its ranking algorithm more than ten times in the last year! But email provides detailed metrics, and is incredibly easy to adapt to your marketing needs. It’s more effective than anything but search, and yields an average return of $38 for every $1 spent. With conversion rates as high as 66%, one thing is clear: you can’t afford to ignore email as a tool.
Why Do Customers Like Email?
For one thing, unlike some social media outlets, most customers check their email every day. And receiving an email is easier than tracking down a business on social media to follow.
Email can also be more personal. You can target specific sub-sets of people and offer them customized content that dovetails with their interests and needs. There’s no substitute for reaching out directly to specific people, as opposed to sharing more general posts on your site or social media channels. Customized contact pays off. Emails with personalized subjects are actually 26% more likely to be opened, and click-through rates are 14% higher.
Email marketing offers businesses more flexibility than most other platforms, too. You won’t have to fuss with length restrictions. Include video or call to action buttons. Incorporate beautiful design elements. Craft a dialogue, promote special events, or position yourself as a trusted expert by offering tips and insights. Email is a tool perfectly suited to any of these goals.
Hopefully, by now you’ve come to two conclusions: email is highly effective, and it’s come a long way. Here are some suggestions that will help you truly make the most of it.
Mobile optimization is one way to ensure your emails really shine. 67% of us check our email on our phones, and for Gmail users, that number jumps to 75%. At certain times of year, like Black Friday weekend, it’s even higher. So make sure your emails are as attractive and intuitive on a smartphone as they are on a desktop, and enjoy the fact that the constant presence of mobile devices in our lives broadens the hours and days during which you can reach out to customers.
When you provide a button or link in your emails, does it dump the user on your website’s main landing page? If you’re serious about converting leads through email marketing, provide a customized landing page designed to continue the discussion you began in your email.
Use emails to gather information from your customers. Consider including a link to a short survey. But don’t stop there! Use the information you glean to help craft your email marketing strategy even more. Offer tailored content that will prove you truly listened.
If you use your emails to craft your persona and brand, and to reach out to customers in a meaningful fashion, you’ll find email marketing a very rewarding endeavor. You’ll grow relationships, conversions, and your business. So don’t overlook this resource just because it’s been around a while. It isn’t going anywhere.