Since when is email old-fashioned? Well, it’s been around over forty years now, and how things have changed in that time! With all the talk of email overload and Gmail’s new tab layout, you would think that email is rapidly going the way of the dinosaur. Not so – and good thing, since email has the highest ROI of marketing channels, producing $57 for every dollar spent. (via Oglivy One Worlwide)
Why Email Marketing Still Works
What’s the first thing you once you get to work and grab a cup of coffee? Chances are, you fire up the computer and check email. Experts will tell you this is not a good way to stay productive, but it seems to be ubiquitous nonetheless! Some other reasons not to give up on the old online standby:
Email is Easily Trackable
When you use an email provider like HubSpot, Mail Chimp, Constant Contact, or AWeber, you can see exactly who opens your email, who clicks on a link, and even which link they clicked on. You can analyze each campaign as a whole, too. Many providers also make it easy to track sales resulting directly from the email campaign.
Email Marketing is Affordable
To get advanced features, or if you have a large email list, a free account won’t cut it. Still, premium services start at just $10/month. With the way these companies make it so easy to create great-looking messages, your time investment will not be extensive, either.
Email is Great for Following Up
Some providers allow you to send not just one, but a series of email auto responders to subscribers. Your first one might be a “Thank you for contacting us!” or “Thank you for downloading…” A few days later, have another sent out to ask if they enjoyed their download and offer them something else specific to the interests they’ve shown.
When someone downloads our Pinterest ebook, for example, they receive a series of emails with more Pinterest tips, suggestions and finally, either an invitation to a personal consultation or information about our Pinterest Startup Service. If there is no response, they are simply added to my general email list. However, at any time, I can email ONLY people who expressed interest in Pinterest (or whatever) when I have something particularly interesting to share with them.
Email Works Well With Social Media
Ever wish you had more active followers on social media? You may be leaving a lot of those on the table if you aren’t encouraging your email subscribers to connect there, as well! But, don’t just send an email asking people to like or follow – give them a good reason to do so. For example, are you offering special discounts only on Facebook? Tell them! Sharing tips to help people get more for their money? Let them know! It seems simple, but most people say their number one reason for liking a brand on Facebook is for discounts and specials – so give them what they want!
Email Reminds Customers Why They Like and Need You
Keeping in touch on a regular basis gives you a chance to touch base with your customers in a way that allows them to connect when it’s convenient for them. When your messages are truly helpful, informative and/or save them money, they’ll be happy to get them. Keeping “top of mind” is key to growing your business today, and with all the distractions online, it’s becoming more difficult all the time.
What has been your experience with email marketing? Have questions? Please comment below – we love to hear from you.
Need help planning and setting up an email marketing strategy to work with your online marketing as a whole? We can help. Book your free consultation today.
- Simple Ways to Measure and Improve Your Email Campaigns (scalablesocialmedia.com)
- Building your email strategy – Five emails you should be sending (scalablesocialmedia.com)
- Why You Shouldn’t Be Afraid of the New Gmail Tabs (getresponse.com)
- 25 Mind Blowing Email Marketing Stats (blogs.salesforce.com)