I
want to start write up by answering a very important question, “Why is email
marketing still important?”
With
new technology coming out every day, it can seem like email is on its way out.
So,
I want to make one thing abundantly clear: email is still an important part of
marketing.
All
the way back in 2004, PC Magazine ran a piece titled “The Death of Email.” It
started by asking the reader, “Has email peaked and become more useless?”. As
marketers, you want to be as effective and efficient as possible, so it’s only
fair that you ask yourself, “is email really worth it? Can it deliver the
goods?”
As
we get started, I think it would be helpful to clear up some of the
misconceptions people have about email.
First
of all, many people believe that Email marketing means SPAM. Now, to be fair,
70% of all emails sent are categorized as spam. And some of that is sent by
marketers, who purchase lists and send endless email blasts to people who don't
want to hear from them.
People
also believe that email marketing is old school. Email has been around forever,
and people have started to wonder if email is still valuable. Isn’t email like
banner ads?
Haven’t people learned to tune email out?
That
brings us to the question, is email still effective?
I
would answer that with a loud and resounding, “Yes!” Here are 6 reasons why:
1)
There are more than 4.3 billion email accounts today – that’s a LOT of people
using email. No other marketing channel has been adopted as universally.
2)
95% of online consumers use email, and 91% report that they check their email
at least once a day. If people are checking their email every day, it’s
probably still a viable marketing channel, right? And since emails stay in your
inbox unless you delete them, it has a longer lifespan than other marketing
channels like social media.
3)
Email is a channel that you own. While Google and Facebook can change the way
they index search results and display content, you’ll always have a 1:1
relationship with the people that open your emails. INBOUND CERTIFICATION CLASS
TRANSCRIPT SENDING THE RIGHT EMAIL TO THE RIGHT PERSON
4)
77% of consumers prefer email for marketing communications. Take advantage of
that by connecting with people where they want to be reached
5)
Email lets you be highly personal. You can create a highly targeted, contextual
message that’s unique to each person who receives it.
6)
And lastly, we still use email because it has an ROI of 4300%. For every $1 you
spend, you get $43 of returns. That’s a pretty sweet deal.
In
fact, email is growing. According to the Direct Marketing Association, 76% of
marketers say they use email more than they did three years ago.
At
this point, you’re probably thinking, “I get it. I’m in. How can email help
me?”
The
best part about email is its versatility. When considering the inbound
methodology, email is primarily used to close leads into customers, it can also
be used to delight your customers as well.
When
it comes down to it, the primary function of email is to nurture your leads
into customers. Nurturing is all about sending the right email to the right
audience at the right time.
Nurturing
is exactly what it sounds like – helping someone grow.
Send
your leads content that helps them do their job better, and they’ll be more
open to speaking to your sales team down the road.
Providing
your leads with helpful, relevant content helps you build a relationships with
them. It allows you to position yourself as a consultant, ready to help them
with their challenges. Inbound is all about that combination of context and
content. If you do that well, your leads will be more likely to interact with
you.
As
I mentioned before, you can continue to use email after someone has become a
customer.
Inbound
businesses recognize that the point of purchase is only the beginning of their
relationship with a customer. They use emails to consistently delight people
who have already bought their product or service.
It
can be as simple as the occasional check in, or perhaps sending helpful
resources and special customer-only extras. Attention is key to delight – and a
happy customer can be your biggest advocate!
It’s
also a cost-effective way to delight your customers. You can strengthen
relationships, upsell new products, and reduce churn – meaning, customers are
less likely to stop using your products or services.
