Why use email marketing in 2017?
Email has truly stood the test of time. It’s one of the oldest online marketing tactics out there. While social media advertising is a fantastic marketing strategy for all businesses, be careful you don’t allow your email strategy to fall away to the side.
What are the advantages of email marketing?
First of all, you've already done the hard yards. You've spent years building a mailing list of customers and clients. Basically, you’ve got your target audience all in one place. You know exactly what they want to see, and your emails can speak straight to the values and interests of your target audience. This is foolproof for getting those extra sales rolling in and building customer loyalty.
And unlike social media, where you'll rely on algorithms to reach your audience, emails are fuss-free. All you need to do is focus on providing great content. Plus, if you’re using Facebook’s targeted advertising features, Facebook can build a targeted audience list using your email marketing data. This means you’ll be able to hit the ground running with an audience already engaged with your brand.
Email marketing also has a few key advantages over search engine marketing. Certainly, AdWords campaigns are fantastic for getting a boost in targeted traffic. But for larger industries, AdWords competition can be high. Emails, on the other hand, can be very cost effective, and won't be affected ad blocking systems.
Ideally, you want email marketing to be a central part of your digital marketing strategy, supporting your efforts in SEO, PPC and social media advertising. It’s not easy to figure out your perfect formula, but a digital agency could offer the right advice when it comes to email marketing services.
What are the top email marketing services?
|Customisation||Popular Integrations||Basic cost||Support|
|Facebook, WordPress, LeadPages, PayPal, Shopify.||$19 per month
(500 subscribers, unlimited emails)
|Live chat, email, phone, webinars, tutorials.|
Build-able templates, customisable HTML, logos and headers, colours and fonts, spacing.
|Facebook, Salesforce CRM, Shopify, WooCommerce, Xero.||$9 per month
(500 subscribers, 2,500 emails)
|24/7 email and forum support. Phone support only for premier users.|
Colours, images, buttons, custom fields.
|Facebook, WordPress, Shopify, Magento, Eventbrite.||Free
(Up to 2,000 subscribers, 12,000 emails)
|24/7 email and live chat support.
Find out more about email marketing platforms here.
Taking advantage of email marketing
So, how can you make the most of email marketing? Most email marketing services now come with an email tracking tool, which makes it easier than ever to monitor the success of your campaigns. You can keep track of click-throughs and the number of emails opened, as well as how many emails are deleted before being read. This data is great for knowing which campaigns are working, and which ones could be reused in the future.
And with recent developments in email marketing services, email has kept up with the changes in the way we communicate. Many of us already know how important mobile optimisation is these days – it’s been at the centre of major Google algorithm updates. Now, your emails can be mobile-friendly too with responsive design functionality. That means your emails will look great for all your recipients, whatever device they use.
Like social media marketing, your email marketing strategy will depend on whether you're in a B2B or B2C industry. Emails are the first communication channel for businesses, so B2B companies will see success with informative emails with links resources, such as whitepapers or webinars. On the other hand, B2C companies can ramp up the entertainment factor.
But no matter if you’re a B2B or B2C business, keep these email marketing tactics in mind:
- Use segmented lists – Most email marketing services allow you to divide your email list for targeted content. This can be based on interests, age demographic, and even buying history. A well-segmented list means your emails always reach an engaged audience.
- Go for quality over quantity – You’ll notice popular email templates focus on the visuals. This is to encourage businesses to keep their messages short and sweet. More likely than not, your subscribers will skim read your email. So focus on the point you want to make, be engaging, and avoid sending out walls of text.
- Be consistent – Consistency helps your customers keep you in mind. Don’t suddenly send more emails or drop from the face of the earth. Use your email marketing service to create a schedule and stick to it. But avoid sending more than three emails per week as this can land you in the junk box. Your address can be blacklisted if your email address is marked as ‘junk’ one too many times.
The future of email marketing
Even in 2017, email marketing is here to stay. And that means it should be a part of your digital strategy. It’s trustworthy because it’s permission-based, it’s unaffected by ad blocking programs, and it’s still one of the most targeted online marketing tactics out there.
If you don't know where to begin, a digital agency can set you up with an email marketing team dedicated to finding the perfect strategy for your business.
Learn how your business can get ahead with email marketing by chatting with one of our specialists today.
Digital360 on 15 May 2017
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