Why email marketing outshines the rest.
Written by Krystal Torney 12th February 2022
With the overwhelming breakthrough of social media, search engine optimisation and mobile marketing, you might think email marketing is on the verge of death, right? Wrong. When done correctly, email drives a better return on investment than most other mediums.
Whilst all marketing channels serve a purpose and every situation is unique, there are many reasons why email marketing outshines the rest.
Let’s explore our top 6:
Personalisation within an email is a win-win. It delivers an enhanced customer experience, drives higher email engagement and revenue.
Using personalisation and segmentation techniques you can harness the capability of one-to-one marketing. Which in a nutshell is about making sales to all of your customers one individual at a time – making each of them feel like they are your top priority.
Addressing the customer’s name in the email or variations in the subject line is a simple way to do this but if you want a sure-fire way to nail your email campaign, you will also want to segment your leads.
A good place to begin is to ask people to identify their interests and pain points when they sign up to be on your email list. For instance, an email sign-up form we created for Red Cliffs Community Resource Centre asked visitors to select categories they are interested in.
Other segmentation ides include:
2. Put everything on autopilot.
Good marketing requires you to reach your customers with the right message at the right time and email automation does just that!
With the use of software you can send targeted emails at specified times or in response to certain actions your customers take. All sent without you ever having to lift a finger.
This email workflow is the most optimised way to market your ideal customers. High-quality email marketing is worth your time, and the more you automate customer emails, the better.
You do not have to sit behind your computer screen and draft the perfect marketing message. You do not have to go through endless data points of customer data to determine the best marketing strategy for each customer. Email marketing automation does this work for you, saving you time and money in the process. The less time you spend sending out emails, the more money you’ll have to put towards other strategies.
Examples of automation include: welcome drip campaigns, abandoned cart emails or other engaging and re-engaging emails.
Think of how many times, you have started online shopping only to get distracted and not check out. Then comes a gentle nudge of a friendly email to remind you your cart is waiting for you to seal the deal, so you commit to your goods and everyone lives happily ever after.
3. Metrics to learn what works
Email marketing provides you with data that allows you to understanding what is working and what needs to be improved upon.
Some of these metrics include how many people opened an email, if and where they clicked, how many times they opened it and if you lost any subscribers. This information is valuable to improve your campaigns, uncovering what works best for your brand to maintain and increase your engagement and ultimately help grow your business.
Another highlight of email marketing is the ability to test different messaging to figure out what works best. We call this A/B testing. For example, you can send the same email message with two different headline variations called “A” and “B.” From this testing, you can analyse the data and adjust accordingly.
The truth is that you are not always going to hit the nail on the head but if you focus on learning and the long term gain you will come front of the pack every time.
4. Emails are sustainable and economical
When it comes to the bottom dollar, email marketing performs a higher ROI than any print, radio or television advertisement and it produces a greater and more measurable reach in many cases.
Emails are more sustainable than posters, brochures, and merchandise, as there is considerably less cost and waste, which is often seen with print but that’s not all.
Unlike a social media following, an email list represents a stable long-term investment.
Connecting with your contacts via email means you have ownership of your content and your contact list.
Whatever your marketing mix is consider the long game. Hook and qualify your leads to build a database that will surely become a long term asset that will grow over time. The team at Whisk Creative can assist you in developing initiatives to funnel leads into your database.
5. Permission based
You know the saying less is more, well the same goes with email marketing. Maximum impact with minimum effort.
Recipients on your email database are there because they have opted in. They want to hear what you have to say!!!
There are several reasons why you should seek consent before using a mailing list, ranging from basic politeness and respect for your potential customers to certain legal requirements regarding the use of people’s data (for example, the GDPR).
With email marketing, we are connecting with customers on a productive platform. Unlike social media that incorporates addictive scrolling and other antisocial behaviour with a proven link to depression, anxiety, and social isolation.
Emails are generally straight to the point about what you wish to communicate and what action you want people to take so you are not wasting anyone’s time. They can also engage in their own time and on their terms.
An invitation to someone’s inbox is like an invitation to their house you must show respect, or you will get kicked out.
Email providers have filters in place that redirect emails that are too salesy, spammy, don’t comply with best practice protocols or laws are sent to your junk folder. The Spam Act 2003 prohibits sending ‘unsolicited commercial electronic messages (known as spam).
These filters will become more prevalent in the coming years, so it is important to abide by them and understand email deliverability.
Regardless of what your marketing efforts are, you should ensure that you have initiatives to build your contact list. Once you have people on your list ensure that you nurture their interests and build meaningful relationships in a way that will lead to increased loyalty and ROI.
If you need help building, sorting & nurturing your database the team at Whisk Creative are here to help.