Email Is Dead! Or Is It?

Email is dead! That’s what some people might say when you ask if email marketing campaigns are good for business. And while some industries like e-commerce are very dependant on email, that’s not to say that other industries shouldn’t be.

Email continues to be the best way to reach customers in a secure and trusted way. In addition to that, it provides insight into your business that other channels cannot.

In 2017 the total number of business and consumer emails sent and received per day reached 269 billion. Proving email is very much alive and is the best when it comes to return on investment (ROI).

While email marketing is a successful tool for business owners they sometimes forget their subscriber’s perception and the reality is business owners and subscribers react to emails differently.

Business owners tend to care more about ROI, open & click-through rates, and conversions while subscribers focus more on discounts, visually pleasing designs, and personalization.

Here are some pointers to keep in mind that will be having you say ‘Viva La Email’ in no time!

Make it personal

Subscribers receive a lot of emails throughout the week and many will be tossed into the dreaded junk mail folder. One of the biggest reasons for that is because most emails aren’t personal.

Personalization enhances the chances of conversions. 91% of email campaigns get improved open and click-through rates from email personalization.

Make sure that every email is relevant to every subscriber. You can do this by basing it on their preferences, browsing and purchase history, or products left in their cart if you’re an e-commerce site.

Include their name in the subject line and in the copy of the email. If subscribers feel like your email was tailored just for them they will be more likely to look out for your emails in the future.

Refrain from using Noreply@yourcompany.com. Instead, use a valid ‘from address’ to which your subscriber can reply and connect with you. This is an added personalized touch that lets subscribers know that you are easily reachable and care.

Engaging matters more than quantity

Email marketing is a great revenue driver, but that doesn’t mean it’s a good idea to send a lot of them.

The more emails you send the fewer people will engage with the content and you can pretty much guarantee your emails will be sent to the junk folder.

It’s better to test out the frequency of which you send e-mails. Try sending emails every other day Monday-Friday and see if you should send more or less.

You don’t want your customers to associate your emails to spam, so focus more on making quality and personalized emails instead of bulk emails sent every day.

The design of your email also matters. Don’t just write a bunch of text and hope for the best. Craft eye-pleasing emails that aren’t too text heavy.

Viewers skim emails, so make sure any call to action button or important information is closer to the top of the page. And if you have a call to action button ensure that there is a dedicated landing page to which your CTA is linked.

Changing the tone of your messages also helps with engagement. Sometimes marketing emails can feel redundant after awhile. Create some test to see what kind of tone resonates with your contacts best.

Subject lines are your first impression

It’s important that when you’re crafting your subject line you are creating one that matters, not just one that grabs the attention of your subscribers.

People often times feel lied to when they see an innovative subject line that doesn’t deliver the copy of the email. Sure, you got them to open the email, but if they don’t get what the subject line promised the subscriber could lose trust in your company.  

Most people will open the email on their phone, meaning it’s better to stay away from long subject lines and instead use subject lines that are 3 to 4 words long. Make those few words impactful and honest.

Don’t forget to also use personalized subject lines. Emails that start with the persons’ name have a higher open rate than those that do not.

For a business owner, email marketing is king. While it seems more traditional, it has the highest ROI and is a great way to stay connected to your customers on a weekly bases. Use these tips to keep your subscribers perspective in mind, they will thank you for it. Viva La Email!

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