Is Email Marketing Dead?

With so many other ways to reach customers, I've had a few marketers and business owners ask me recently if it’s still worth sending email newsletters.

The short answer: Email marketing is here to stay, but with so much noise, you need to know how to stand out.

 

Email marketing continues to be one of the top performing tactics that inbound professionals have in their toolbox.

 

Here, we show how to improve your email marketing as an essential tool for attracting and retaining customers, and hitting that bottom line by driving conversions.

 

1)      Seamless consistency.

 

Email marketing should be consistent with all other messaging and marketing your brand is executing. No matter how a customer comes to you, their experience should be the same across all channels and media.

 

This feels like a no-brainer but with many organisations having a Digital Marketing team working separately to a Brand or Product team, the disconnect occurs more often than you’d think.

 

2)      Inbound marketing and lead generation.

 

More than 90% of people around the world regularly access their emails. So yes, the leads are there to be nurtured. My biggest piece of advice is the step that comes BEFORE you try and get someone into a funnel.

 

How is your creative? How is your communication? What about your pricepoint? Photography? Are your social media pages regularly updated? Is your website performing as it should?

 

Before you look at utilizing the very effective eDM mechanic for lead nurturing and conversion – get the basics right.

 

3)      Best-practise.

 

When it comes to any form of marketing, this should always be up for scrutiny. What was the ROI? What was the feedback received? What did we learn?


There isn’t much point flinging emails out to people if you aren’t monitoring your analytics and trying to improve each time. A/B testing is your best friend when it comes to developing a clear and successful eDM strategy. And once you’ve refined it and refined it and refined it a few more times, then you’ve got your best-practise – which you will also need to keep refining.

 

4)      Content.

 

Most marketers will admit finding fresh content for every eDM is sometimes a challenge. So rather than working on your eDMs in silos, put together a content strategy just as you would for your social media activity, and plan ahead.

 

From there it’s much easier to see where the gaps are and you then allow yourself the luxury of time to decide how to fill them – meaningfully, and in a way that adds value for the recipient.

 

5)   Mobile-Optimised.

 

It’s no longer optional to have emails that work well on mobile devices. If you don’t, you could be missing out because the mobile user experience (UX) should be a given these days.

 

When it comes to email, smartphones are the core focus. According to Adestra, 86% of people use their phones to check personal email and 34% use them for business email. In fact, email is the second most important activity carried out on smartphones, with more than half of all email read on mobile devices.

If you’re targeting a younger demographic, then pay attention to this: almost all young people have smartphones. And 73% of teens and 81% of millennials use “inbox triaging” to decide how to handle their emails. That means if they think your email looks irrelevant, they won’t even open it.

 

So that's a round-up of the advice we'd give to anyone asking if eDMs should be a part of their strategy and if so, what tips we have to make them work harder for you.

 

We think eDMs are absolutely an essential part of any B2C or B2B communications strategy, which can have a huge amount of impact IF they are executed well and regularly reviewed.

 

Til next time friends!

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