Why Email Marketing Isn't Dead – And 3 Actionable Ways You Can Use It To Your Advantage
- Apr 30, 2021
- 4 min read
Written by: Lauren Wise, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Ever since email marketing came onto the scene, it's been a powerful tool for generating business. Yet, many companies are hesitant to use email because they believe it's outdated or dead. This couldn't be further from the truth! In this blog post, we'll discuss why email marketing isn't dead and 5 ways you can leverage it to your advantage.
What if Facebook Died Tomorrow?
Many business owners revamp their marketing strategy with their social media in mind. You might gain some eyeballs with your campaigns, but unless those eyeballs convert to assets that you own, they're worthless. So how do you convert them? Your email list! Being at the mercy of social media advertising is a risky game to play. Especially when you're trying to create consistent sales opportunities for your business.
A Long Term Foundation You Can Stand On
It may be difficult to see where popular social media marketing trends will land in the future. But, we know that email marketing isn't dead by any means. Despite being a decades-old technology, it has been consistent in popularity for over two decades.
It's true, email marketing can feel ineffective because of ineffective email strategy. In those cases, emails come off as "spammy." But, if you're careful to keep your messages genuine and interesting to your audience, it can be a powerful tool. Let's look at some numbers together.
According to snov.io:
An average of 293.6 billion emails was sent and received per day in 2018.
On top of that, email marketing boasted a 4200% ROI ($42 for every $1 spent).
61% of subscribers or customers would like to receive promotional emails every week, 38% more frequently.
Marketing and advertising emails influence the buying decision of 50.7% of customers.
I don't know about you, but to me, those numbers seem pretty worth it. So how can you use email marketing to your best advantage?
Get Rid of Your Graphics
Ending up in Gmail's spam or promotion tabs (or even worse, the new updates tab) aren't going to get you seen by your audience. Friends send other friends text-based emails (and maybe a gif occasionally). Those emails tend to end up in the primary tab because they don't look like marketing emails. We want to follow their lead. By attaching your name to valuable content, your audience will feel like it's Christmas morning every time they get a new email from you. But first, they have to see the email in their inbox so that they can read it.
Get on the Entertainment Train
Humans are losing their attention span by the minute, so we have to market in a way that will get them interested. One of the most effective ways to do that is by sharing a story. If you're great at telling them, they may want to pull out their credit card before there's even anything available for sale. Telling your audience about the latest in your life and business forms a deeper connection with them. More so than if you only told them about your upcoming product launch. Providing value also helps fill up your list's "emotional bank account," which allows you to gain goodwill with them. Calls to action withdraw from the emotional bank account, while value adds fill them up. If you don't balance your list, then you're at risk of "churning and burning" your leads. They'll unsubscribe before you get the chance to connect with them, and you'll be wasting money by looking for new leads that won't last past their first buy.
Set Up Segments
No single person is exactly alike. So, you shouldn't be treating your email list as a group of individuals who want the same thing. When you segment your list into groups based on interest, it allows you to cater your content to them. You can be specific about where that person is on their customer journey. The segmenting functionality may be different depending on which email service provider you use. But, this is a great opportunity for you to make your customers feel like they're special and that you understand their needs. It does take some time to set up though. If you're in a time crunch (or aren't very tech-savvy), it's definitely worth asking an expert for help.
I hope these tips have been helpful. If you want more insights on how your business can better use email marketing to your advantage, let's set up a free strategy session.
Follow me on Linkedin or visit my website to get started.
Lauren Wise, Executive Contributor Brainz Magazine
Lauren Wise is the Founder and CEO of Neurdy Marketing, an email strategy and copywriting agency dedicated to amplifying the authentic voices of coaches, consultants, and holistic, heart-centered service providers — all while working smarter instead of harder. After struggling with work-life balance and health herself, Lauren decided that there had to be a better way. Ever since, she has had a passion for creating systems and automations for her clients that exude their personal touch, while maximizing their revenue and results from email. For more information, visit www.neurdymarketing.com or email Lauren at lauren@neurdymarketing.com
