In the rapidly changing online landscape, it can feel like nothing old could possibly still be effective. But don’t be deceived. Email, one of the oldest forms of online marketing, is far from dead. Don’t believe anyone that claims otherwise. Don’t miss out on this powerful marketing channel by thinking that the days of email marketing are gone.
Email is the best tool to build strong relationships with potential customers. Studies show that people prefer email marketing versus other media ads.
“Email marketing drives more conversions than any other marketing channel, including search and social.”
Email is a way to reach those that don’t use social media; they are out there! And, maybe most importantly, email still drove more sales than any other channel in 2016 according to Custora, a New York-based marketing company.
“75% of businesses agree that email offers “excellent” to “good” ROI”
– Econsultancy, 2016
Also, email marketing is virtually free. You can communicate with your email contact list with tools you already have, a computer or smartphone and an internet connection.
Lastly, email is fast and targeted. With the touch of the “send” button, your company communication is sent and received. You can implement custom fields for names and specific messages to any segment of your email list you would like. If you don’t think it’s important to customize your emails, consider this statistic from eConsultancy:
“74% of marketers say targeted personalization increases customer engagement”
Don’t miss out on this powerful marketing channel by thinking that the days of email are over. Phil Frost of Main Street ROI and Convirza still recommend having an email service provider like Constant Contact, MailChimp or AWeber. It’s important to reach out to your email audience consistently. In fact, commit to an email schedule and stick to it! Consistency is key to a strong email campaign.
An email campaign is an organized group of marketing messages sent via email. The goal of an email marketing campaign is to engage consumers and to move them along a path ending with the desired action such as a signup, download, or purchase.
In order to build your email lists, consider adding a “freemium” to your website in exchange for an email address. By offering a free report or coupon in exchange for an email, you’ll be able to bring potential customers back to your website.
Almost 98% of your website visitors will leave and never make a purchase. So it’s crucial to redirect that traffic back to your site. Send all opt-ins to your email service provider to manage your ever-growing email list.
And what do you send your email lists? Follow up with those site visitors through email newsletters and targeted promotions. Start by brainstorming topics your ideal customers would want to read. Consider How To’s, FAQs, or Mistakes to Avoid emails.
Gain your email audience’s trust by sending no more than one promotion in every email. In other words, don’t bombard your audience with advertisements. Rather, give them a reason to open up your emails more often than not. By gaining your audience’s trust first, they will be more likely to follow your call to action when you present it. Remember! More help, less promotion!
Finally, you’ll want to maintain a current email list of both potential and past customers. By segmenting your email audiences, you can give them the information they need most.
For example, talk with past customers about new ways to use the product they purchased, or products related to what they’ve already got. Many advertising networks allow you to upload different email lists so you can laser target your ads.
With all the new online trends, don’t give up on email marketing! Email is the only marketing channel you own and fully control. You’re doing your company a disservice if you forgo this tried and true technology.
Talk with us today if you want to understand which of your ad campaigns isn’t generating a strong return on investment. Our call tracking software and features can help you to take the guesswork out of cutting unproductive campaigns.
For more information on marketing trends, read our recent blog Get Mobile! Make Your Site Mobile Friendly.
And if you’d like to learn more about email marketing, watch the Convirza webinar Top Digital Marketing Trends.