Email Marketing

How Do You Feel About Emails?

When the Internet was new to consumers, everyone loved email. One of the best parts of logging into your account was that you’d be treated to that wonderful phrase, “You’ve Got Mail!”

But after a couple decades of fraudulent schemes, scams, and heaps of spam (which is never a good marketing tactic), how do people feel about email now? Is it still a worthwhile tactic for small-business owners and marketers to pursue?

Let’s find out.

Some of the potential problems that occur with email marketing are –

Spam & Undelivered emails

If your messages aren’t targeted to the right people, the recipient may delete your email or unsubscribe. You need to make sure that your email marketing complies with privacy and data protection rules, and that it is properly targeted at people who want to receive it. The ‘click through rate’ for non targeted emails is likely to be very low.  Poorly designed emails may not get delivered. Emails that use certain spam keywords or characters in the subject heading or content of the email, eg £££s, FREE, click here, are likely to be filtered out by email software and internet service providers. If you don’t keep your marketing lists up to date, you will find incorrect email addresses mean your messages won’t reach the right person.

Design & Size issues

Your email must be designed so that it appears as it should across multiple devices and email providers.  You may encounter a trade-off between design and functionality. Some people opt to receive text-only emails, consider how your message will look if this is the case. Files need to be small enough to download quickly. Emails containing many images may take too long to load, frustrating your audience and losing their interest.

On the other hand, let’s look at some reasons that still make email marketing a go to  marketing tool in 2020.

Economic & Cost Effective

It’s easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of nearly nothing per message. For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail.

Personal & Customisable

The versatility of email marketing is another reason marketers should keep the tactic in their marketing toolbox. Depending on the depth of the email database and the skill of the crafter, email marketing messages can range from simple to very complex. Emails can be personalized to include the name of the user and even more. 

Email does not have to be SPAM – and it should never be! It can be used thoughtfully to build loyalty and trust in your brand.

Email marketing is important for building relationships with prospects, leads, current customers, and even past customers because it gives you a chance to speak directly to them, in their inbox, at a time that is convenient for them. Be friendly and personable. You are not invading their space if you have chosen your message and your recipient wisely.

Mobile devices allow people to check their email constantly

Because mobile devices have become so common, people are checking their emails all the time—in line at Starbucks, during their office commute, in the waiting room at the doctor’s office, at the grocery store, everywhere.

Some people think that with the growing popularity of social media platforms, email should be forgotten and may be pushed to the side but a study reports that 91% of people use smartphones to access their email. This compared to 75% of the people who use their smartphones for social networking. Not using email as part of your internet marketing strategy means you are missing out on a channel that a majority of the world uses!

Measurable

There’s no guesswork in email marketing. When you use any email marketing software, you can track who opened your email, which links were clicked, and how many people unsubscribed.

You can easily get a picture of how your email campaigns are performing, make adjustments and improve your effectiveness. Email marketing metrics are important to remember as you monitor and measure your internet marketing strategy as a whole.

The point of all this is that email may be an old tactic, but it remains a vital one. It’s relatively easy to get started with email marketing, so there’s no excuse for business owners to not be taking advantage of the tactic. Understandably, business owners may be too busy to handle the email marketing on their own, but this is something that any digital marketing professional (wink, wink) can help with. 

Leave a Reply

Your email address will not be published. Required fields are marked *