Email marketing may not get the attention it used to, but it’s still a great way for you to generate leads and convert more prospects for your business. On an average day, most people receive around 180 emails. How ’bout you? How many spam emails do you get? How many emails do you actually read?
The problem with Email Marketing
Many people believe that Email marketing means SPAM. In fact, 70% of all emails sent are categorized as spam. The old “batch and blast” email will serve only to alienate buyers. With short attention spans and intelligent buying and browsing habits, digitally-savvy consumers want personalized, relevant communications.
How to do it right
For starters, there are a million different applications for email marketing within your marketing strategy, and the best applications we’ve seen are ones that work across platforms and don’t rely solely on email – but utilize email as a small part of the process. Inbound marketing is a great example of this. We want to engage people on the site but use email to move them down the funnel by sending them bits of information that match where they currently are in the funnel. Those breadcrumbs lead back to the site, where we can nurture them to the next stage. Once in the next stage, we utilize different emails to work them toward the stage after that, and so on. The biggest different between this method and standard email marketing is the ability to gain insight about the prospect and send them only the info via email that’s relevant to him/her. When it’s relevant, it has a much better chance of getting opens, reads and engagements.
You can still perform email marketing as a standalone, and the first step in having a solid email marketing program is gaining subscribers. You can have the perfect email, but if you can’t send it to anyone, what’s the point? Once you build an email subscriber list, how do you stand out in such a large group of emails? The short answer is your email must be more trusted, more relevant, and more strategic. It must be more engaging, and it must lead somewhere. You have to take the time to think about the action that you’re hoping to generate and have those steps prepared before hitting “send” on that blast.
Any email your organization sends can fall under “email marketing.” If you’re taking the time to really think about each touch-point (in this case, email) that you have with a prospect or customer, every confirmation email, reminder email and follow-up email is an opportunity to do more and do it better. Start with evaluating any emails that your organization sends right now and ask yourself what you’re missing.
Email Marketing FAQs
Isn’t email marketing dead?
No, there are more than 4.3 billion email accounts today, that’s quite a few potential touches. No other marketing channel has been adopted as universally. 95% of online consumers use email, and 91% report that they check their email at least once a day. And since emails stay in your inbox unless you delete them, it has a longer lifespan than other marketing channels like social media.
Can email marketing help my SEO?
Not directly, but it can encourage traffic back to your website. More traffic can increase your rankings on Google. If someone shares the content on their social media, this creates social signals that do help you rank higher on Google.