To hear some marketers talk about it, you would think that email had been around for half a century or more. In the age of social media, many talk about marketing through email newsletters as if they were passé and outdated. In fact, we regularly talk with business owners who think email no longer works, or at the very least, that it has stopped working the way it used to.
But is that idea accurate? Could it be that email marketing is still tremendously effective if you use it the right way? Based on our experiences working with clients, we certainly think so. To see how we reach that conclusion, though, we should step back a couple of steps and walk you through both sides of the issue…
Why Marketers Are Giving Up On Email
It’s easy to come to the conclusion that email doesn’t work the way it used to. In virtually every industry, subscribers are opening fewer messages, clicking on fewer links, and hitting the “unsubscribe” button more often. While it’s true that most adults carry around a smart phone or tablet that leaves them connected with their email almost continuously, it’s also true that they get far too many messages to read, and only scan through a handful of them.
When you look at things from that point of view, it’s easy to decide to give up on email and try more exciting channels like social media and video marketing. But, writing off email altogether overlooks a couple of important details.
The Power Of The Inbox
We suspect many marketers fail to appreciate the potential of email newsletters simply because they’ve been around for a relatively long time (in digital marketing terms). They aren’t exciting anymore, so business owners stop paying attention.
However, unlike some other forms of marketing, email is incredibly fast and inexpensive. Plus, it allows you to control your messaging in a very precise way, especially if you segment your lists and customize your content for readers. If you want to save money and get an instant response, it’s hard to beat email.
How To Make Email Marketing Work
Once you realize there is still a lot of potential in email, then the issue is not whether to use it, but how to use it. Here are a few of the best practices we use to achieve stellar results for our clients:
Use irresistible subject lines that draw our readers in
Include a short, informative article in every email newsletter
Divide your list of subscribers into specific groups and target your messages specifically to niche audiences
Make sure your email newsletters are mobile-friendly, with text and images that display cleanly on small screens
Wrap up every email with a simple call to action that invites subscribers to take the next step
Email is like any other tool you can use to reach out to customers – when you use it correctly, it’s going to be profitable and effective; when you don’t, it’s going to be a waste of time and money. If you aren’t getting the kinds of results you expected for your campaigns, now is the perfect time to re-evaluate your approach and see whether you could be doing more to get subscribers to open your emails and act upon them.
When you need a creative team that understands how to get real-world results, make WebRevelation your first call. And it only takes a moment to get in touch with our team and set up a free consultation, so don’t delay any longer!