Consumers think of email marketing as irrelevant and overbearing, taking up more than half of their inboxes. The metrics don’t support this perception, though!
With nearly 99 percent of people checking their email daily, brands are six times more likely to get a click-through from an email than a tweet. Similarly, 44 percent of users check their email for a deal from a company, while only 4 percent go to Facebook. With the new Facebook algorithms, which will probably move to Instagram before we know it, fewer fans will see your social media posts unless you pay to play. According to Campaign Monitor, email marketing has the highest return on investment (ROI) of digital marketing tactics. For every dollar spent, email marketing generates $44 in ROI.
Based on these facts alone, email marketing should play a fundamental role in your digital marketing strategy. Over a third of the worldwide population uses email, with nearly 80 percent of those users American. Businesses can use email to effectively communicate with their audiences by engaging with them on their home turf – their inboxes – and in various venues – home, phone, work, etc.
For successful email marketing, emails need to contain concise, relevant and actionable content. Every email provides an opportunity to build trust and resonate key messaging with the target audience. Grab the reader’s attention with great videos and photography, a catchy subject line and a distinct call-to-action.
Emails can generate immediate results. For example, if a tasting room is really slow on a rainy, cold winter day, developing an email with a tasting deal, special offer or impromptu party can help drive business. Target that email to your constituents within a 25-mile radius, individuals with the ability to take advantage of the offer.
The capability to accurately track results provides great value for email marketing. You can see how many people received the email, opened it and clicked through to the provided link. Even better, you can respond to these metrics and change your strategy if the results aren’t successful. Email marketing makes testing different messaging, distribution timing and subject lines easy and affordable. Lastly, you can repurpose your email marketing content on social media to garner new followers or email signups.
So, don’t abandon your email marketing strategy for social media. Drive engagement with relevant content targeted to segmented audience lists. Email is far from dead — it’s actually thriving! Try something new with your email marketing and comment with your results.
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