R.I.P. Email Marketing
For years now, people have been working hard to spread the narrative that “email marketing is dead.”
Whether you realized it or not, we have all been through the same weekly ritual: a new marketing platform, technique, or functionality is introduced and everyone scrambles to call it the best way to market yourself or your business.
There’s one problem with that…
Email marketing is alive and well, and even stronger than ever.
It may not be new, and it may not be flashy but the cost and reach of email far exceed that of any other marketing tool.
In this guide, we will share some of the key benefits that email provides over other marketing channels, as well as some tips and tricks to help you leverage your email list to its maximum potential.
Generating the Best Results
Did you know that email marketing has yielded the highest return on investment over the past 10 years?
For every dollar spent on email marketing, you can earn up to $38, with one in five companies reporting an ROI of over 70 to 1. Compared to paid results on social media, there’s not much of a competition.
In 2020, the average click-through-rate (the percentage of clicks on your social media ad) is between one and one-and-a-half percent, meaning for every 100 people that see your ad, it will be clicked on once, twice if you’re lucky.
Email, on the other hand, has an open rate of 19 percent and a click-through-rate of three percent, meaning the email that you sent is going to be both looked at by a more engaged audience and generate more clicks.
Based on simple numbers alone, email continues to generate more interest at a lower cost (more on that below).
Why Does Email Marketing Work?
Email marketing allows you to influence your audience to take action on your offers through both data and engagement.
Let’s start with data.
Data allows you to make the best decisions in your email marketing efforts by analyzing what worked previously, and how you can apply what you learn to future emails. Essentially think of your email list as a control group, giving you opportunities to test different email designs, messages, and offers. Even more so, data allows you to learn which days generate the most engagement, and how often you should be reaching out to your list.
Engagement, on the other hand, is slightly different.
Engagement allows you to understand what it is about your brand that users enjoy the most. Your customers want to do business with people that they can trust. Simply put, email allows you to build credibility by continually providing an opportunity for your customers to get to know you and staying top-of-mind.
Email Marketing in 2021
It’s pretty certain that email isn’t dying, nor will it die anytime soon. So what should your email marketing strategy look like for 2021?
Below we detail three ways to get the most out of your email marketing strategies and how you can apply them today.
Personalize, Personalize, Personalize
Crafting the perfect marketing copy is tough, especially when you are considering certain nuances and requirements that must be adhered to with different social media platforms and marketing channels. Even more so when you do craft the perfect message, the end result is very often something that’s devoid of any kind of uniqueness or personalization because your message is spread across all of your marketing platforms.
Thankfully, email is different. With email, you can connect with your contacts directly in their mailbox, the one place they’re likely to check the most when interfacing and communicating online.
At the most basic level, this means that email allows you to send out thousands of emails all at once, each with personalized greetings. You can directly identify contacts, calling them out by name, and sprinkle in information about them, based on the information they’ve already provided to you.
But it doesn’t stop there. As you send more and more emails, you can also learn the habits of your audience, and start to tailor emails to specific people or groups of people.
Many email providers offer dynamic content blocks, which are pieces of information in the email that will only display for contacts that meet specific criteria or that are members of a defined list.
This is great news for you, and for your readers, as it reduces email production time in your workflow (gone are the days of creating multiple, similar emails for two or more different groups), but also ensures that the information presented is relevant and accurate to each person receiving it.
Plus, marketers using segmented campaigns reported as much as a 760% increase in revenue.
And for more advanced applications of personalization, email automations and campaigns can be created that will automatically funnel contacts through a series of emails, stagnated on a pre-set calendar of days, based on their engagement or customer lifecycle stage.
For example, you can set up a campaign that automatically sends a couple of welcome emails, maybe offering introductory rates or exclusive, one-time offers to contacts that have just registered.
Each one of these tactics is effective because it helps to make all of your communication feel more personalized and direct. When you address someone by name, tailor content that is specifically relevant to them, and enroll them in campaigns based on their behavior, each individual message feels special.
Connect and promote all of your marketing channels
With email, you can also dial in and amplify your existing marketing efforts, such as social media marketing, content marketing, or even (especially in this age) webinars.
Think of email as the direct line of communication you have with your clients. With this tool, you can alert them of the different campaigns you may be running on social media, highlight your latest blog posts, and even share a recent video your team has created and published.
It’s important to remember that, even if a contact does follow your social media presence, it may be possible that they haven’t seen everything you have shared. With email marketing, you can send the highlights of your feed, share the important events, offers, and campaigns that may have been missed by a user who was less active than usual on social media. This is a simple method to generate a few more impressions on your overall marketing campaigns.
Market your business for very little cost
For the results that email can generate for your business, you may be expecting a hefty cost associated with getting started or sending out your communications.
The truth is that adding email to your marketing stack is an extremely low-cost solution.
Returning to our earlier comparison between email marketing and social media marketing, email generates more leads at a much lower cost.
As of September 2020, the average cost-per-click for Facebook ads was $1.17, meaning for the same price of a monthly subscription for email software, your facebook ad would generate 17 clicks.
Let’s say you invest in email software at $20 a month and you send out a newsletter once a week to 100 people. Your weekly newsletter will on average have 19 opens per week, generating over 70 views, meaning your email will generate more interest than a typical social ad.
Where to go from here?
We do know that it can still all be a little overwhelming. If you hadn’t been utilizing email previously, adding it to your existing repertoire of marketing material and programming may seem like a tall order. Another piece of software to learn, more content to create and schedule, and overall, just more to do.
That’s where THRIVe comes in.
THRIVe is an easy business management system that keeps tools in one accessible platform. The platform, a simple and cost-effective system, helps companies drive new business through multiple marketing channels. The à la carte feature allows businesses to customize digital products so they only pay for what they need without getting tied into contracts.
THRIVe scales to the way your business grows, and as such, is the perfect starting tool for any small business just getting started in crafting and maintaining their online presence. With the interactive solutions available, THRIVe provides businesses key growth opportunities without breaking the bank. As a business owner, your time is important, and THRIVe’s simple integrated tools streamline your process.
The rumors of email’s death have been greatly exaggerated
Still thinking “email is dead?” Probably not. Those are just some of the reasons why email marketing is such a powerful tool. We didn’t even mention things like how easy it is to design beautiful templates, the power of list segmentation and A/B testing, and so much more.
The truth is that people get tired of email because it hasn’t changed much over the years. People want to see iteration and improvements. But the fact remains that email is still the most direct form of communication, with the highest success rates, and offers the best insights into your audience and their behaviors. Your business will still find the best conversion through email.
So what are you waiting for? CLICK HERE to get started with THRIVe’s email tool today!