2020 has finally arrived! And you know what? Email marketing is still the best option available to generate sales for you. It's been a few years since many predicted the death of email and the rise of instant messaging and bots, but not only is email marketing the best option in terms of ROI (Return of Investment), but according to a report from Campaign Monitor, it's engagement is actually rising! In the United States, 38% of the consumers are driven to action due to email, which is a nice statistic, don't you think?
It's a very low cost channel and completely measureable - the dream of every marketer. Lane Harbin, director of marketing at Campaign Monitor, explains this aspect of email marketing in the In press release for the report. Harbin says, “Marketing has evolved to become a data-driven discipline, and marketers need to actively measure the effectiveness of their campaigns and programs.” Adding, “Savvy marketers can use this information to quickly double down on areas where they are excelling and determine where they need to make improvements in 2020.”
Let's understand why the email is still king:
More effective (and cheaper) than social media
When Social Media was on the rise, everybody expected it to be the sole future of marketing, people would spend 24 hours per day, seven days a week on Facebook and Instagram. And while that did happen, it didn't mean the death of email as a marketing channel. By the contrary, it amplified its powers. Social media is useful, and extremely important to any business’ marketing strategy.
Social Media is great for interacting with your audience and strengthening your relationships with them, making them connect with you directly. And because of that, it is an important first step towards transforming them into your customers, maybe being the doorway to your email list. But when it comes to converting people into members, customers or supporters, email marketing is the way the most effect and cheaper option there is.
Email marketing has the best economics behind
Talking about it, it's no surprise to anybody that email marketing is easy, effective, and inexpensive. Email marketing allows businesses to reach a large number of consumers at a rate of nearly nothing per message. For small-business on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail - or even social media. It shows in a study from Shop.org and Forrester Research, that found that 85% of US retailers consider email marketing one of the most effective customer acquisition tactics.
Even with the explosion of all sorts of new technology and social networks, email is still king - with an ROI of approximately 4.400% - every dollar spent generates US$ 40. Heaven. On top of that, email has no costs, whereas traditional marketing efforts has things like printing, postage, distribution and middemans that generate a lot of costs for you. With emails, you are still able to create the same imagery with the added benefit of having follow-up information instantly available with one click to your website.
But take note and pay attention, those efforts only compensate if you the correct maintenance of an email list, the cost benefits increase (as does the ROI) because you're making deliverability important. If you do that, the higher response rates of your email marketing channel will compensate for any cost that you may have.
Tailored for you
Maybe one of the best aspects of email marketing is that you can target your emails to different interest groups, each one more personal and tailored than the other. You should never have only one list, but many that can understand all the differences between your customers. Maybe the best way to avoid problems is so easy that you will not believe why you didn't do that before: segmenting your list. Let's imagine that your company sells musical instruments, like guitars, drums, and basses. Get a list for each and every instrument, and plan accordingly.
If you don't do that, you may be sending emails that aren't relevant to your subscribers and will get many disengaged users. Segmenting your email list is the best way to guarantee a big open rate, big responses, and good revenues through email marketing - don't let everything on the same list, never!
If you send an email that talks about guitars to a guy that plays drums, it won't work. Chances are he will not be interested in your content because he signed up only to see drums-related content. So if you have 10.000 subscribers and, let's say, 7.500 are guitar players, 2.000 are drummers and only 500 play bass, you should never send an email about bass to your guitar players - or you are going to hurt your email base deliberately.
You can also do this from a geographic point of view. A subscriber from The United States, for example, probably isn’t interested in knowing the “10 best restaurants in Paris”, and this will end up as content that he will not be likely to click and interact with. If you do many geo-location contents, you could separate your subscriber list by location. Now you can send location-specific content to your audience and have them interact the proper way with you, which will be excellent.
This is the best strategy you can use, because no matter how hard we try to only have our target audience/clients/customers on our list - we still end up with a wide range of people, all of them with a range of interests and pain points. Let’s say you blog about blogging and business-related topics. A strategic way to segment your list would be to find out where each person is on their journey, and tailor your email content for each group. Then your bloggers only looking for beginner blogging tips will only receive those emails, and your entrepreneurs only interested in more advanced business tips will only receive those emails.
If you have only one email list, try making a few of them, and the further you go into the details of each list, the more likely you will be effective through your email marketing. This can be a game-changer and increase your revenues in the email marketing game. Good luck!
Email marketing is data-driven
Also very important is to note that there’s no "guessing" when you talk about 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 check who is engaged, who isn't (and cut him from your list).
So you can understand everything that is happening at this channel - and plan accordingly, make adjustments and improve your effectiveness as a whole. Email marketing is completely data-driven, and it helps tremendously to get the right evaluation about its usefulness.
It allows you to test as well. All the good email marketing SaaS (Hubspot, RD, Mailchimp, Leadlovers) allows for A/B testing of your emails. So you can constantly test new ideas and understand what works and what doesn't. That's very important for any data-driven marketer out there!
It's mobile nowadays
Smartphones are everywhere. And they always have an email client installed - and users logged in. So people are checking their emails all the time, be it at McDonald's, during their commute, in the waiting room at your dentist, at the supermarket, everywhere and anywhere! It does help you to get attention from time to time. 91% of people use smartphones to access their email, a huge quantity of people.
Some people thought that with the growing popularity of social media and messaging apps, email should be forgotten and would be pushed to the side. The contrary happened. The majority of the users decided to use email completely mobile.
But warning: it can stop working if you don't take proper care of it
One thing that you have to pay attention of is constant email validation, so this channel, the most precious of your channels, doesn't die out. What we call the ultimate email marketing mistake is to let too many invalid emails to enter your list, and keeping them. You should always strive to have only valid emails on your list.
That's what we provide, by the way. What is email validation, you may ask? Well, to put it simply: imagine that you have an email list for over one year. You started with 0 emails, and now it has 30,000 emails. Without validation, you will send emails to all these 30,000 addresses, and some would return - those are invalid emails. Over time it's a cost (as mail SaaS are usually pricier when you have tons of emails), and it damages your sender reputation.
With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails, and false addresses). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over a year, those 30,000 emails turned into 22,000 legitimate emails, because 20% of emails are not authentic after a year, and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. Oh, we have algorithms and technology which do that in a few seconds and very efficiently, with 99,9% rates of success.
In the long run, this makes a massive difference for your business. Don't ever be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances of being read. Write good content, and those users will bond with you and turn into costumers! We call it a good email marketing strategy that converts and helps you build your brand. In the long run, that's what you want.
You have to do it from time to that, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If you have hundreds of thousands or millions of emails on your list, it might be better to do it every month or every fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.
If you do these four things from time to time, yes, you will be helping your email marketing strategy to survive in the long run: you may avoid big problems because of that. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, every time you have to set up a new server, it may be a few thousand dollars that go away needlessly. Many users are using email marketing again because of email validation. We're glad to help you to optimize digital marketing.
We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have custom plans which can be very helpful to your company. Good luck!