Email marketing has been and will be one of the best marketing methods since its dawn. It provides a much higher return on investment than any other marketing ways. A stat from DMA 2018 suggests that there is a return of $32 for every $1 spent on email marketing. However, there are always some pros and cons behind every protagonist’s story. Let us have a look at the email marketing:
Email marketing is targeting a particular audience who may be the current or potential customers through emails. It may be used for sending a business proposal, advertising mails, building or improving brand value of a company. In simple words-
“the process of sending emails to grow business for a person, an organization or a company is known as email marketing.”
Emails are still one of the most used means of communication throughout the world. A survey shows that there were more than 3.7 billion active email users in the world in 2017 alone. Email services are still favorites among the internet users despite the increased usage of social media platforms for the last one decade. Users sent and received 269 billion emails every day (according to a stat from Statista, 2018) in 2017. The stats suggest that the number of email users and email services usage will only increase in the future.
You are at a fault if you doubt the effectiveness of the email marketing. Hans Smellinckx says- If you are not seeing the email channel as a money making machine, you have the wrong strategy.
One of the reasons behind the effectiveness of email marketing is that it can be highly directive. You can select and target the right audience for your product. David Newman says, “Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
Yes, you can but you should not opt for it. There are many advertisement agencies who offer email marketing services. They may also offer you emailing data to you. However, you should not opt for a purchased email marketing data since your email may end up in the spam box of users. One more reason why purchased data is ineffective is that the same data might have been sold to other users as well.
Absolutely not. There are no solid boundaries on how an email is designed or written for email marketing. It may differ from one person to another and one organization to another. “There is no formula for the perfect email — Authentic and honest messaging works.” — Anonymous. Dan Munz says, “How to write a good email: 1. Write your email 2. Delete most of it 3. Send.”
However, there should be an understanding of making the emails effective and relevant for the customer. Having said that it must be clear that email must be designed considering the targeted customers.
Ann Handley says on writing an email, “Make the customer the hero of your story.” Whereas Seth Godin adds, “Why waste a sentence saying nothing?” on the effectiveness of the mail body. Your emails for the email marketing must not be too long and should only have what is required. Ramsay Leimenstoll quoted, “A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”
It is a very known fact that if the subject line for your email is too weak then the receiver may ignore your email. The subject line for an email must be catchy and should ask for the action from the receiver of the email. If the subject is not engaging enough then the user may even not open up the email. Here is another quote by an anonymous marketer- Treat your subject line like the movie trailer – give a preview so they know what to expect.
Your subject line may be the decisive reason behind the effectiveness of the email. David Ogilvy adds on the importance of the subject- When you have written your headline, you have spent eighty cents out of your dollar.
We are living in a competitive world where winning over the competition is very difficult for any given company. It is very important to figure out the right customer base for your product and the right channels for targetting them. Since almost everyone is using the internet and email services these days. Email marketing becomes an effective mode for any kind of business and the targeted audience. It is more convenient and cost-effective and gives a better ROI as compared to the other marketing mediums. However, you must design very effective, relevant and engaging emails for the successful email marketing campaign. On top of that, you should collect the data rather than purchasing it. Nothing can stop you from having a successful email campaign if you check the requisites before starting your email marketing campaign.