Is Email Marketing Dead? Why Businesses Still Need to Focus on It [Contributed Blog]

June 24, 2020 - 7 minutes read - Contributed Posts, Email Marketing

Email marketing has to be one of the most misunderstood online marketing methods there is. As a result, a lot of people who try it doubt its efficiency, when in reality, it was their poor efforts that were the cause. When used correctly, email marketing is probably the most efficient, cost-effective, and powerful marketing tool that you can use. Still, you’ll find many doubters who say that email marketing’s glory days are in the past. So, is email marketing dead or still a valuable marketing technique in 2020? 

Email Marketing is Alive and Well

Not only is email marketing alive and kicking, but it is now more powerful than ever. The next generation of shoppers will comprise mainly of millennials and digital native Gen Z’ers, and this is reflected in their preferred communication methods. According to one survey, over 52% of people asked stated that they checked their emails more than 10 times per day and preferred brands to communicate with them via email.

Email marketing is also a marketing method that has the best ROI. One particular study found that entrepreneurs got a 3800% return on investment with email marketing, which is about $38 for every $1 spent.

Why Email Marketing is so Efficient with Current Audiences

There are many reasons why current buyers prefer hearing from their brands through email. For one, it’s much more convenient for them. Customers will often view phone calls from companies as a bad thing, even if it’s for an offer. However, customers will gladly accept the same offer sent through email. As a matter of fact, one study found that discounts were the main reasons why responders would open an email from a brand.

Another thing about email marketing that makes it so efficient is that it has the ability to personalize. In the same study, personalized email lines was another top reason why people stated they would open an email, with 62%. 

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Personalization goes well beyond subject lines, however. Brands now use segmentation better and are coupling their email marketing with their CRM to better coordinate their efforts. This allows them to send messages tailormade for their audience, whether it’s based on where they are in the sales funnel, or their recent behavior and decisions.

But one of the most powerful aspects of email marketing is that it’s instant. Consumers like the idea of being able to take advantage of special offers. With email marketing, you can generate this sense of urgency by notifying your audience of last-minute deals, or by announcing flash sales.

How Businesses can Implement a Solid Email Marketing Strategy

One of the first things you need to do is find a good platform for email marketing. The tool you’re going to pick should be easy to use, offer a lot of templates, have a solid email builder, and offer advanced analytics. You also want it to have a good sender reputation to make sure that your emails don’t end up in the spam folder.

Another thing you should check is how integrable it is with other things, like your databases for instance. If you’re still not familiar with email tools and how to integrate them, it could be a good idea to work with a managed IT team like Impreza IT. They’re one of the most well-known teams in IT Support Kent and will be able to help you populate and segment your email list with contacts from store sales, memberships, or meeting registrations among other things. This will reduce the amount of time you’ll have to waste to enter each contact manually, and will allow you to make sure that no possible leads slip through the cracks.

The next thing you’ll have to do is learn how to speak to your audience. You should adapt your message depending on the action that triggered their subscription. The most important thing to remember is that you should spend the vast majority of the time trying to act as an actual resource instead of actively selling.

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Email Marketing as a Brand Building Tool

Email marketing should be used primarily to build trust and a personal connection. Once you have this connection and respect, you can start selling, though parsimoniously. Email marketing automation will be an important tool in establishing a continuous connection. 

Automated email series can be used to welcome new members or customers, or they can be used to launch awareness about an upcoming event. Some might use automated messages to build excitement for a special sale, or for a product launch. 

These can also be adjusted based on responsiveness. For instance, someone who didn’t engage your first welcome message can be sent a second and third one until they acknowledge you. This will then increase the chances of engagement later on.

Email marketing is, bar none, one of the most efficient marketing methods, not only online, but of all methods combined. So, make sure that you have a better understanding of what email marketing can do for you, and work on building a solid plan for your business.

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