Email marketing has been a powerful tool for marketers who wanted to get and nurture leads, influence purchase decisions, or engage and retain their consumers. However, since social media marketing appeared on the scene and the General Data Protection Regulation (GDPR) act took effect, some people think that using an email marketing campaign has become a lost cause.
It doesn't help that email inboxes have become tremendously crowded in the past few years. Most users have multiple email accounts, including one they use for "junk" emails.
Email marketing is not a lost cause. Email marketing effectiveness in 2020 is better than ever, and will continue to grow over the next few years, while also outlasting other digital marketing channels. In fact, 59% of B2B marketers say email is their most effective channel in terms of revenue generation.
According to the Email Statistics Report (2018-2022) published by The Radicati Group, there were more than 3.8 billion email users in 2018. This number is projected to keep growing over the next 5 years from there.
On top of that, by the end of 2022, the number of global email users is expected to grow to over 4.2 billion. That's a huge market; bigger than any social media platform. Email volume also trends upwards.
In 2018, more than 281 billion business and consumer emails were sent and received per day. And in the next three years, that figure is expected to exceed 333 billion! In short, email is not only in use, but thriving in the marketing industry.
Most importantly, the return on investment for email marketing is climbing up, too. In 2018, every dollar spent on email marketing yielded an average return of $32, Data and Marketing Association (DMA) reported. That’s 3200% ROI! This means that not only does email marketing pay off, but that payoff is increasing.
On social media, about a quarter of your feeds tends to be sponsored posts. If someone receives an email that they are not interested in reading, they delete it or unsubscribe from the list You control your inbox and who can send messages to it, something social media tends to lack. Perhaps that’s the reason why the engagement rate for the “Big 3” of social media (Facebook, Instagram, and Twitter) is 0.53%, while emails have an average open rate of 22.86% with a CTR of 3.71%.
Social media can shut you down without notice. Enough outrage (real or manufactured) against you will cause these platforms to shut down your account(s). If these accounts were shut down, you would lose all of your followers. But with email, even if you're shut down (which is highly unlikely), you could take your list to another provider.
Sure, we probably receive too many emails these days, but it still remains one of the best ways to stay informed and stay in touch. A well crafted email newsletter, for example, is highly likely to end up sticking around in someone's inbox and ultimately getting read.
Many marketers struggle to create emails that convert to actual business. Before you start to make your emails impressive, try to place yourself in your readers' place. Your potential prospects get hundreds, or even thousands, of emails on a daily basis..
Few, if any, of your subscribers will read every email. Most people scan the subject lines and previews of their emails and choose from there.
Still, marketing emails are a critical part of your marketing effort and an effective way to engage with your prospects. But with all this said how you will ensure your marketing emails are effective?
You will find many marketers who devote most of their time crafting the message body of their emails and ignoring the subject line and the opening sentences. Make sure you're focusing on writing a compelling subject line that will grab the attention of your email subscribers. And the first sentence should be written to specifically target every prospect as an individual. You want users to feel like you understand their particular struggles.
Another way to personalize your messaging is to use their name. Often, email clients such as Mailchimp and Convertkit require at least the first name when gathering emails. This helps you customize each email with the reader's name without having to send out individual emails.
Writing lengthy emails is one of the biggest mistakes many make while creating emails. With these emails, your goals should be to extract a response. If your email copy is too long, your prospects will simply delete the message. Even if the subject line or the opening sentences catch their attention.
Once you get the prospect to open your email, you will want them to take interest in your message. This is also your chance to develop trust and establish a relationship. You should use a conversational tone to convey you are here to help them succeed.
The purpose of each of your email campaigns is to make the prospects take action, and action that mainly aligns with your business goals. End your email with a strong call to action that drives your reader to a landing page.
Also, limit the number of calls to action in your marketing emails. If you use too many, there is a good chance you will drive prospects away.
As previously mentioned, most people get hundreds of emails in a day. If you send too many emails, particularly if the emails aren't useful to the reader, many on your mailing list will unsubscribe. If you are too "spammy" with your messages, you may get your account banned by whatever email provider you're using (ex: Mailchimp, Convertkit).
Clearly, email marketing is still alive and kicking. So, as an online marketer trying to stay relevant to your customers, make sure you have an email marketing strategy that’s designed and structured well.