Don’t believe the hype: Email marketing is not dead. You use it every single day for work, play, and sales — so why would you believe that emails are a dying form of communication, and therefore marketing? There are a huge number of benefits of email marketing, and I’m going to present just the tip of the iceberg today:
Massive reach, that’s guaranteed
In today’s digital, multi-medium world, it becomes increasingly hard to correctly attribute conversions — be they sales, brand awareness, web traffic or otherwise — to a specific source. We live in an omnichannel world, where Facebook and Google algorithms decide who sees our content, and when. We don’t own these spaces anymore – companies like Google and Facebook do. These are the facts marketers have to contend with on a daily basis.
But what if I could promise you unlimited access to your customer’s digital real estate?
Say hello, email marketing.
Based purely on MailChimp figures, over 42 BILLION emails were opened over the course of 2015. That’s 115.5 million opens every single day of 2015. And these are only from email campaigns that MailChimp have sent out – there are plenty of email marketing services out there, and some much, much bigger. I’m just plugging my favourite, to be honest.
Just think what that means: there are clearly a huge number of keen eyeballs out there, waiting to ogle your content. That digital real estate is very much up for grabs, folks – so go claim it!
Everyone is go-go-go, so why isn’t your marketing message?
Email is increasingly consumed on the go. Commuting is a prime place for people to check their emails, so why aren’t you speaking to your audience then? Give them something interesting to read on those bleary-eyed mornings! Cheer them up! It’s one thing to have a billboard up that commuters might pass by, but a huge benefit of email marketing is that each recipient of your email marketing is choosing to read their emails. That means if you send them an email at the right time, you have their personal, undivided attention – a huge, unique benefit of email marketing. A billboard might move, but a smart phone becomes a personal billboard, sitting almost constantly within reach as we all rush about our daily lives.
The benefits of email marketing far outweigh the costs
How long does it actually take to set up a basic email marketing process? Whether it be a regular newsletter to keep your audience updated on what you’ve been up to, what exciting things you have in the pipeline for them, or a timely sales message, the whole process is simple to set up:
- Get an email client
MailChimp is a great example, and is completely free for your first 2,000 subscribers and 12,000 emails per month.
- Add a sign up box on your website
These are free and easy to hook up into plenty of email clients.
- Write messages to your subscribers that have purpose
Deliver what they want, and what you want to achieve.
- Continue to engage with your subscribers
…by remembering that your emails are not just a sales tool. Instead, deliver trusted, helpful content to help warm sales leads in the long term, rather than just annoying people with constant sales tactics. Rome wasn’t built in a day, after all.
The only start-up cost you have is one we all struggle with: taking the time to implement it. But you can do it, and you will reap the benefits if you try.
You’re preaching to the choir
“What do you mean, you’re already on board?!”
Believe it or not, if someone signs up for your email list, that means they’ve been to your site, seen your content, and decided that they like what they see. You could not get much of a clearer marker that there is value to them in consuming your content. Keep giving them what they want, and you begin to create the crème de la crème of brand loyalists.
Just like social relationships, if you like hanging out with people enough, and keep getting a positive boost from it, you’re going to develop a stronger relationship with one another. Keep working with your brand loyalists, and some may well actively support you rather than just consume what you have to offer. Whether that’s increased social shares or actively praising your content, this can only be considered one of the greatest benefits of email marketing: the ability to stay in touch with your audience.
Additionally, the immediate side effect of this can be reminding your customers that you exist, and giving them an excuse to check out your website/company all over again. Obvious, right?
And that, amigos, is why you should be using email marketing
How’s that for beneficial? Like I said – the idea that email marketing is dead shows itself up as just another poorly-researched buzz phrase. It remains a highly effective marketing tool, with benefits that will have any serious marketer cooing with delight when they start tapping into its potential.
So what are you waiting for? Make like the egg-head marketer you know you can be, and get cracking!