Why Email Marketing is Still Relevant
Email might be considered an outdated form of communication.
For reference, the first email was sent in 1971, so it is fair to believe that this is an outdated form of communication. Does it serve a purpose in the evolving digital marketing space we are currently in? Some might say no, but we say YES.
Consumers are solicited from businesses and data collectors alike from every facet. Compared to larger media giants, it can be overwhelming for a small business to put energy into multi-faceted marketing efforts such as:
Social Media
Google Searches
Youtube Pre-Roll
SMS Marketing
With just those 4 silos of marketing, why even focus on another avenue of marketing?
Emails Are Multi-Purpose
An email can be whatever you want.
Inform customers about a new product launch. Showcase an upcoming event you would like your audience to attend. Get the word out about a huge blowout sale for items at your store. Keep customers up to date on new company announcements and day to day changes. Promote your newest social media post (or YouTube video) to build engagement.
Emails can adopt whatever goal you have in mind.
Welcome New Customers
Everyone reading this article has probably seen the following email subject appear in our inbox:
Thank You for Signing Up for [Insert Company]’s Email List.
This is usually the first notification a consumer will receive once they have been added to your email list. More importantly, this is now your opportunity to showcase the benefits of being on your email list to your new email subscriber!
Show off your killer rewards program exclusive to email subscribers. Reward your customer for engaging with your content with a special one-time use Coupon Code. The possibilities are truly endless. Your first Welcome Email should set the tone for your consumer’s journey with your product and/or service.
Celebrate Customer Milestones
We are in the age of data collection, so use it to your advantage! If it’s your customer’s birthday, try celebrating alongside them and offer a $ or % amount off your product and/or service!
Almost all major Email Marketing Platforms (think Mailchimp or Constant Contact) allow you to associate subscriber birthdays and other milestones in their profile! Some milestones you can integrate into your email marketing are:
Birthday’s
Home Purchase Anniversary
X Year(s) as a Customer Anniversary
Product Anniversary
Company Newsletters
As a business owner, information about your products and services are ever evolving. Communicating that in a quick and effective manner is more accessible than ever: through Email Newsletters!
News outlets have adopted newsletters as their Reader’s Digest with headlines and quick excerpts from the day’s news. Product-based companies use newsletters as opportunities to allow founders and executives speak directly to consumers about upcoming changes or decisions that affect their product.
There is no specific formula to creating a newsletter for your company, it is based on your goal. If your goal is to use the platform to speak to customers once a quarter, be consistent. If your goal is provide a weekly update on company news and general information, be consistent. Akin to other forms of marketing, consistency is key. Starting and stopping (and then repeating the process all over again) is not the best strategy.
Create Automations
Automating your business is the key to gaining back your time (schedule your social media posts!). Email automations are no different. The major platforms all allow you to create an email and schedule it to be sent sometime in the future. How do we improve on this feature and use it to your advantage as a business owner?
Email. Drip. Campaigns.
Have you ever downloaded an application, completed the sign-up process, and then immediately received an email with the following subject line?
Tip 1 of 6: Thanks for Downloading [Insert Software]
In the above example, the consumer is immediately notified that there will be 5 more emails with more tips about how to use their newly downloaded software. Who is sending these succeeding emails? Is there someone behind the scenes at the company dedicated to sending out tips in succession to new customer?
The answer is no; instead, the company has set up an email drip campaign. By doing so, the company now can guarantee that a specified number of emails will be sent over a time period (given the consumer doesn’t immediately unsubscribe) even if no other email communication is scheduled. This is a great tactic to stay front and center of your consumer’s mind after a product purchase.
Furthermore, this allows you the chance to explain your product’s benefits to your newly acquired customer without information overload. Drip feeding valuable tips and features of your product over an extended period of time allows your consumer the opportunity to explore your product at their own pace.
Email Marketing is still a valuable form of marketing that should not go overlooked. Other forms such as SMS or Social Media might hold higher conversion rates or greater reach; however, your audience and consumers will continue to grow alongside you and your emails.