How Useful is Email Marketing

Ever since Facebook COO Sheryl Sandberg made her highly visibly pronouncement that email was going away five years ago, the debate about the usefulness and longevity of email has raged.

With new generations embracing new communication tools and apps every day, there might just be a strong argument that it could outlive its usefulness.

Like most debates around technology, however, facts trump opinions.

Take, for example, the widely-shared viewpoint that Facebook was fading into its twilight years, with younger users leaving in droves for Instagram.

Facebook Milestone

Facebook, however, recently hit a new milestone with 1 billion active users in a single day.

That hardly sounds like fading.

Another recent study revealed a positive trend in emails sent and email accounts created, with both estimated to increase 8 percent and 19 percent respectively from 2014 to 2017.

Need more evidence?

Consider a report released last September by Adobe which looked into email-consumption behavior.

The study, which surveyed more than 400 white-collar workers in the U.S., seems to indicate that email is clearly not fading, and indeed our addiction to email may never have been stronger.

Consider the following statistics about respondents’ behavior around email:

70 percent check email while watching TV

50 percent check email in bed

50 percent check email while on vacation

42 percent check email while in the bathroom (also known as the second office)

43 percent check email while on the phone

18 percent check email while driving

Respondents spend six hours per day checking email

I definitely fall into these categories with each of them.

Of course, this is good news for marketers who have struggled to find a way to reach consumers in the ever-changing-technology and content-consumption landscape.

Marketers should not, however, rush out and press that “send” button to their distribution lists just yet.

email marketing

Patrick Tripp, senior product marketing manager for Adobe Campaign, an email-campaign-management system for businesses, states that while consumers are still using email, data shows that they are very selective about how they use it.

28 percent of consumers are annoyed to have to scroll through emails

24 percent are annoyed with the layout not being optimized for mobile

39 percent want to see fewer emails in general

And interestingly:

58 percent say that email is their preferred way to be contacted by a brand, but

32 percent say they want fewer repetitive emails from the brands with which they have relationships

With no historic numbers to compare, it is difficult to draw a conclusion about the trend in consumer preferences, but when you consider that almost one third of all respondents used email but had some issue with the format and content, marketers would be wise to take notice and adjust their strategies accordingly.

Before you swap your email-marketing strategy for a Snapchat strategy, consider these tips to get more benefit from your email campaigns.

mobile ready

  1. Be mobile ready.

More people are consuming content via a handheld smart device, so email marketers should consider a “mobile first” strategy.

In fact, all components of your email campaign are from the email itself to the linked landing pages to the virtual checkout carts that need to be mobile ready to assure a seamless experience.

  1. Remember that less is more.

Though consumers are using email, they do not want to be inundated by it.

Be respectful with their time, add value to their days and never send an email that does not make your customer’s life better in some way.

  1. Let consumers set their pace.

Never make it feel like you are trying to manipulate the consumer to get contact information.

Make it painfully easy for consumers to set their email options, including times and frequency.

Also, ask for an occasional “re-opt in,” which will clear out your email list while build trust with your loyal customers.

  1. Personalize and add value.

As the Adobe study demonstrated, 58 percent of consumers want to be contacted by their favorite brands…

That is six in 10 customers who are giving you permission to send them an email.

So how do you become one of the brands they want to hear from?

More important, how do you avoid having that permission rescinded? 

providing useful content

The answer is to add value by providing useful content through personalized email campaigns using data and contextual information about your audience to help craft the right message, at the right time, to the right place (email address).

Consider, for example, that most business professionals have a business and a personal email account (sometimes more). Instead of sending one email to multiple email addresses several days a week, you should be targeting specific addresses based on your customer’s unique online behavior, perhaps using contextual data, such as location and weather.

Also, we spend much time talking about the “right time to send an email,” but the Adobe data shows we are consuming data at all times of the day.

If you knew when your customer was in bed or in his “second office,” you could better target delivery when they are reading email.

Of course, all of these tips are supplementary to a well-thought-out email strategy and requires time, effort and even some expense.

The benefits, however, are quite substantial.

According to Adobe, “We know from data on actual site visits and conversions tracked within the Adobe Digital Index that loyal visitors who spend more and convert at higher rates are twice as likely to come from email than from the average channel.”

social media marketing

Over the last several years, social media marketing has been the go-to strategy for entrepreneurs to promote their business.

With billions of daily users, it’s understandable why so many business owners are excited.

Social media marketing has been touted as the best way to market to new customers online…

But it’s not.

As social media has grown, the organic reach has decreased.

Today, almost all the major social media platforms are publicly traded companies.

To appease their shareholders and Wall Street, these social media platforms now have to generate a profit wherever they can.

That has meant decreasing the organic reach and making business owners pay to reach their existing audience.

If you are an entrepreneur with a smaller marketing budget, you can’t use social media marketing as effectively as you did in the past.

Social media marketing is going through what the SEO industry went through a few years ago with several Google algorithm changes.

What used to work – doesn’t work anymore.

Social media is a rented platform, which is why email marketing is still the best way to market to leads and turn them into customers.

If someone is signed up for your email list, they will at least receive your email.

Your email list is the of people who have given you permission to tell them what you have going on in your business.

Here are five tips to help get potential customers to open your emails and increase your sales.

increase your sales

  1. Test what works for your list.

As with anything in business, there’s a lot of advice that’s good and bad.

The truest way to know what will work for your business is to test.

To get the best value from your list, test the day(s) you should send emails.

Test the time of day; test the subject lines and even the template you use.

Don’t listen to advice that’s been passed around like it’s the law.

Take as long as you need to test how and what your list responds best to.

  1. Deliver exclusive and actionable content.

Your testing will be meaningless if you don’t deliver valuable content.

“Value content” can be interpreted in different ways but, in general, it means giving your audience strategies, tips and tactics that help them reach their goals.

Give them content you don’t share anywhere else.

Make it feel like a special club that helps them solve the problem they came to you to learn how to solve.

  1. Don’t come on too strong.

People are repelled from the entrepreneur who comes on with constant promotion.

There has to be a balance between delivering free value and selling.

Your free content demonstrates you know what you are talking about and shows that the paid content will help them take the next steps.

If you come off as the spammy marketer your emails will be sent to the junk folder.

  1. Don’t treat people like they’re just a number.

A big mistake entrepreneurs make is treating potential leads like they are a number or dollar sign.

People can tell what’s real and what’s fake.

Treat people like you value them and they will do business with you.

  1. Let your results speak for themselves.

Results’ marketing is the best form of marketing, whether social media or email.

When you show repeated success, people are impressed and make a buying decision.

There’s a whole segment of people bragging about what they’ve done with zero proof.

When you show leads what you are saying works, and is working in other customer’s lives, leads will turn into customers.

People log onto social media for a variety of reasons.

Being sold to is not high on their list.

You have seen it with someone you know; they constantly sell on social media, and it’s a turn-off.

Don’t be that kind of entrepreneur.

permission marketing

Email marketing is the perfect example of what Seth Godin calls “permission marketing.”

Build up your email list and send leads back to your website to see everything else you offer.

Let your free information help them make a decision they will be happy about later.

When you trick them with a clever Facebook ad, they are not likely to do business with you again.

Build and nurture a list of people who are interested in you and your business.

Add value and sell to them but only every so often.

Your business will increase, and that list will become your best marketing tool.

That doesn’t sound like email is dying.

What do you think?

Is email dying or alive and well?

Share your thoughts in the comments section below.

#AskGaryVee Episode 35: Email Marketing in Today’s World
Here is a great article to read on: 4 Ways to Dramatically Increase Email Subscriptions

Read my latest blog on: 19 Tools Every Entrepreneur Should Have

(NOTE: if you want to follow my personal formula to building irresistible brand in the network marketing business and making it unnecessary to pitch randomly people on Facebook, family and friends ever again? PLUS you will discover our Automatic Downline Builder Program. Click Here for INSTANT ACCESS)

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About Maria Barina

Maria Barina is a mother and grandmother who worked for the NYC Board of Education as Laboratory Specialist Bio/GS for 26yrs till the age of 56. Her husband, after 37 of marriage, passed away from Lung Cancer. She came to myEmpirePRO to seek guidance on how to get freedom that an online business can provide. Freedom to her is being able to do what she wants, when she wants to and to show others they can do the same to. Since she done that she is able to do this by working anywhere she goes and became a mobile-prenuer

2 thoughts on “How Useful is Email Marketing

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