It’s 2019, and with the rise in digital marketing channels, is email marketing still worth the effort? Despite it being one of the oldest forms of digital marketing, email marketing still remains as effective as ever. As consumer email leads grow, businesses are able to reach more customers every day.
Almost 300 billion emails will be sent out daily around the world. Over 95% of the population checks their email every day. It seems it would be ridiculous to not get your product or service in front of those people.
However, there is a problem with email marketing. The old techniques just don’t work any more, and businesses need to stay innovative if they’re going to rise above other marketers vying for consumer attention.
The Old Way Of Doing Things In Email Marketing
1. Send Everyone Everything
SPAM is as old as email itself. Consumers are tired of being inundated with irrelevant, annoying emails. Gone are the days of sending out emails to tens of thousands of strangers at a time. Even buying bulk emails has changed, with marketers demanding verified, quality consumer email leads.
Precision is key nowadays. Your email marketing campaign efforts must be surgical in their targeting and within their messaging as well. With so much trackable data, you can refine and categorize your consumer email lists in an almost infinite amount of ways. Sending out a few hundred and at the most a few thousand emails at a time, is more effective even if your contacts range in the tens to hundreds of thousands. You will be able to better track and score your lead lists through targeted email campaigns.
2. Offerless Emails
Even if you have the best, most needed product out there, it won’t enough. Clunky headlines that don’t have anything to offer get deleted before they’re even opened. Just having a product to sell is not going to entice a customer to open up an email. There needs to be a fat, juicy offer waiting for them inside. It can be in the form of a discount or new (and valuable) information such as new products, store openings, or free things like downloadable ebooks, webinars or other digital collateral.
Offers should be worthwhile and mentioned right in the headline. Skip the clever, catchy copy and get right to the point. People have less time to waste now more than ever. Make the decision easy for your customer, include a big, clickable call to action, and keep your messaging simple and clear.
3. Desktop Only
Most people use their phone to view emails. Your emails should be responsive and able to be easily read (and clicked on) on a mobile phone or tablet, as well as look good on a desktop.
Email marketing services like Constant Contact or MailChimp, are an affordable and easy way to build attractive and responsive emails. Always test your email on your mobile device to make sure everything looks perfect before sending it out. Testing on various devices that run on Android and iOS is a good idea as well.
4. Impersonal Emails
“Dear Customer,” just ain’t going to cut it anymore. People respond better to personalization and language that is comfortable for them.
Personalization goes both ways. For example, giving access and insight into your team via pictures or even sending the emails from a specific person instead of your general business email address. Let customers know there are real people behind the emails, so they can grow to trust you.
In a sense, the old ways and techniques of email marketing are dead. However, email marketing as a whole is not going away anytime soon. It is time for your business to adapt and develop new strategies, and throw away what doesn’t work.
5. Misusing Consumer Email Leads
Even if you purchase email leads from a reputable consumer email leads broker, it is important to treat that list with respect. Don’t share or resell lists or use them for side-projects because most reputable lists are comprised of people interested in a particular product or service. Don’t betray their trust by using them to market unwanted content.
If you have an email list and not sure how to maximize it’s potential check out how to get the most of your email marketing list.