Remember the prediction that email, as a marketing tool, would die with the advent of apps, messenger and the rise of Facebook? Well, it is still very much alive and kicking. It’s a strong marketing platform for your business which you can control and use to convert customers cost effectively.
Here are some reasons for why need to think of email as a key marketing channel.
Open rates may not be what they were 10 or 15 years ago but email is still a very effective marketing channel. Your open rates depend on the same principles we apply to social media – quality and relevant content. If it’s not relevant to the customer and the quality is not delivering, you’re wasting your time.
These days, people don’t give out their email address to just anyone. o if you have their email address in your database, you’re already winning. Having an email means the customer has had some kind of contact with your brand in the past, they’re warmed up so to speak.
So how do you get them to open your emails and not unsubscribe?
- Respect their wishes: If you have asked them to select their preferences for things like frequency of communication or specific types of content, then you need to honor that promise.
- Know your customer: You need to segment your database using whatever you already know about the customer, to ensure you are delivering content that is relevant to them. Customers expect this. Even basic segmentation such as, looking at the customer’s location, previous buying behaviour and engagement (open and click-through rates), can be used very effectively.
Email is a marketing channel which you are in full control over. It’s not restricted like the dimensions are for an online ad or the latest rules Facebook creates, it’s your channel and it’s up to you to make the best use of it. You can control how your brand appears, the messaging and time of delivery. You can personalise your emails and build trust with your customers.
So if you’re thinking that you don’t have enough time to invest into yet another marketing channel, then do just one thing and do it well: a monthly newsletter. A newsletter is like sending out a copy of your website directly to the inboxes of everyone on your database.
Originally published November 25 2016 , updated April 27 2017