It’s a valid question. And it’s an especially relevant question if you’re currently refining your email marketing strategy for 2020.
So here’s our answer: no, it isn’t.
It’s true that there are a number of naysayers scattered across the wilderness of the internet who proclaim that email marketing is dying, if not already dead.
But we’re here to tell you…
Those chumps are wrong. Very, very wrong.
And we’ve got the proof right here:
In 2019, global email users amounted to 3.9 billion (Statista, 2020)
Statistics show that you can expect to generate an average return of $42 for every $1 you spend on email marketing (DMA, 2019)
Studies indicate that 81% of small and midsize businesses rely on email as a means of primary customer acquisition, whilst 80% depend upon email for customer retention (Emarsys, 2018)
And you know the best thing? The usage of email is only expected to increase from 2020 onwards, meaning that the opportunities created by email marketing show no sign of slowing anytime soon.
(We’ll hold our hands up, our email inbox is something we check first thing every morning!)
The sheer amount of emails accessed every day highlights exactly how popular the medium remains, regardless of the ever-increasing usage of social media messaging.
Woah, okay. That sounds good. (We hear you say.) But what exactly is email marketing? And how does it even relate to me?
We’re incredibly glad you asked.
If you’re unfamiliar with email marketing, here’s a quick summary of what it is and how it can benefit you:
Email marketing is the use of email to promote your products or services.
(Yep, it’s as simple as that.)
But the impact of email marketing truly shouldn’t be underestimated…
In fact, here at Growth Genies HQ, we consider email marketing one of our top tools for aiding our clients’ growth.
Not only is it pivotal to developing and nurturing relationships with new and existing clients, but it is also incredibly cost-effective and sickeningly rich with lead generation and conversion opportunities.
Because through email, you can:
Keep your clients informed of all your latest updates and releases
Design and schedule emails ahead of schedule, or even automate drip email marketing sequences – meaning that once it’s set-up, you can kick back and relax!
Offer additional insight into the benefits of your products or services, without overloading your other marketing material
Build rapport with your audience by offering free extra-value for engaging with your brand (e.g. if you’re a catering company, you could email your clients ‘top 5 tips for hosting amazing social functions’. As a result, they are more inclined to trust you as an authority/expert in your industry + more likely to hire you for their next event = easy win!)
Accurately measure the CTR (click-through rate), traffic and conversion % produced by email marketing, through tracked linking to your website or eCommerce store
Inject personality and ‘stickiness’ into your brand’s identity, through utilising more personable or conversational language, memorable anecdotes or offering behind-the-scenes insight into your business – humanising your business and thus helping you to differentiate from your competitors
And that’s just the tip of the iceberg.
Now, we’re not saying that email marketing is without its weaknesses.
However, more often than not poor performing strategies will be down to one or more of the following reasons: the information isn’t relevant to your target market… your messaging is painfully generic (i.e. there’s no personalisation or tailoring)… the purpose behind the email is blatantly shallow and thereby offputting… the ideas executed are outdated or fatigued.
Any expert worth their salt will easily navigate away from these pitfalls.
For instance, a true email marketing expert will instead engage with comprehensive market research to ensure the messaging is relevant to the target audience… develop eye-catching and attention-grabbing email templates and multimedia content to encourage higher rates of interaction… segment the mailing lists to ensure your communication is reaching the right people… and also A/B split test emails & monitor KPIs to assess the effectiveness of all your campaigns.
Seriously, we can’t stress how effective a well-executed email marketing strategy can be for your business – whether you’re B2B, B2C, eCommerce; a small, midsize or large corporation.
Especially with email marketing tools like InfusionSoft, Keap, ActiveCampaign, MailChimp, AWeber, Constant Contact, Omnisend, Klaviyo, ConvertKit, Hubspot, Autopilot, Drip, GetResponse, Ontraport, SendGrid and SendInBlue to hand (*cough* which we have extensive experience in *cough*), establishing a powerful email marketing strategy could also never be easier.
The moral of the story?
Any marketing strategy that fails to include creative email marketing is missing a huge trick. And if you’re currently engaging an email marketing ‘guru’ who isn’t getting you the right results, it’s time to make a change and work with the experts who know the best methods and strategies to lift your email performance to the next level.
So if you believe that email marketing is something that could benefit your business or you’re searching for an email management agency to powerfully harness the potential of this tool on your behalf, then book yourself in for a free 15-minute strategy call with us today.
During this call, we’ll discuss how we can help incorporate EDM (electronic direct mail) into your 2020 marketing strategy. The call is completely no-obligation and can be on a day and time that suits you.
We look forward to hearing from you soon!