No matter how many marketing opportunities arise across new digital horizons, smartphone apps or other emerging avenues, one trusty communication tool still reigns supreme: Email.
The first one ever was sent in 1971. In 2020, less than 50 years later, Statista estimates more than 306 BILLION will be sent and received every day.
While instant communication tools, chatroom apps and mobile social media messaging continue to evolve and gain a foothold among (mainly younger) users, email remains a critically important part of business, commerce and correspondence around the world.
And it’s only becoming more important. Statista’s research shows fewer than 270 billion emails were sent and received every day in 2017, but by 2023 the internet superhighway will see more than 347 billion daily emails sent and received.
This year especially has been a turbulent one for small businesses, digital marketers and customers alike. The COVID-19 pandemic drove us all indoors and isolated, sparking email response rates to skyrocket roughly 200% despite a surprising overall drop in web traffic.
Why does email marketing continue to work, and how can you improve yours to effectively turn mass communication into individual consumer conversions?
The Top Benefits of Email Marketing
• Cost-Effective
Not only does email marketing work, studies show it delivers a return on investment (ROI) of nearly $40 or more for every $1 spent. That’s a significantly more successful ROI than costly television or print campaigns will produce!
• Increased Sales
Like we said, email marketing works! Nearly 60% of consumers say marketing and promotional emails have an influence on their purchasing decisions.
• Targeted Campaigns
Want to check up on or follow up with customers who purchased specific items that may need maintenance, replacement parts or accessories into the future? You can craft a custom message tailored to each customer’s purchase history and timeline.
The more you can learn about your customers, leads or prospects’ tendencies and preferences, the more you can send them personalized content that prompts engagement, raises brand recognition and boosts sales.
• Shameless Self-Promotion
Your business’s brand recognition is important. You want consumers in your target audience to have your business top of mind when they first think about their next purchase, project or investment.
By directly controlling your own messaging, you can promote and drive traffic to your business’s website, social media or other important sources of information. Communicating via email is a unique opportunity to establish your branding, build personal and professional relationships and cast your business in the absolute best possible light.
Quick Tips for Better Email Marketing
• Optimize for Mobile Browsing
More than half of all emails are seen on smart phones or mobile tablets. If your emails aren’t built using mobile-responsive templates to account for consumers’ viewing habits, they’ll simply delete your message with a simple swipe of their touchscreen.
• Make it Relatable
Think more art than science. Mass email messaging may be a numbers game (and open or clickthrough rates are important!) but try to remember that on the other side of those numbers are human beings and consumers just like you — ones also affected by this year’s global pandemic, economic fallout or a host of other factors.
Take a genuine, empathetic and personable tone in your messaging. Offer practical assistance and put a focus on establishing real connections with your customers and the successful numbers you’re hoping for will be sure to follow.
• Don’t Overdo It
Remember to make your emails brief and to the point! No rambling subject lines or 800-word thought dumps. Just the hard-hitting facts, relevant information and a clear call to action. Especially on smaller mobile device screens, your recipients will appreciate the brevity and specificity.
• Track Your Results
Email marketing is meant to deliver results — now it’s easier than ever to see and track those results in real time.
Eliminating bad contacts and outdated email addresses from your sending lists will help your delivery rates. Open, clickthrough and conversion rates can tell you who’s getting your emails, responding to the messaging and making important purchases with you. Responding and reacting with that info in mind on your next round of emails will only help your messaging develop, evolve and get better over time!
Whether you’re a veteran of email marketing in need of shaking things up or are a first-timer trying to break into a competitive industry, Collective Alternative can help. We’ve built, managed and maintained marketing emails and automation campaigns for local small businesses across Greater Indianapolis for 12 years and look forward to helping you better connect with your target audience.
Reach out to our team of seasoned marketing experts today to get started on your next great email campaign.
