Email Marketing is dead? Email marketing is no longer sexy, dethroned by social media and mobile apps? We smell a lot of BS in such declarations.
Email Marketing still shows the highest ROI of all marketing strategies, reaching 4,300% (Direct Marketing Association). It also still happens to be a channel preferred by users for getting marketing offers.
Email Marketing is alive and kicking. Moreover, it evolves dynamically. That’s why we dedicated our new ebook to the problem.
10 Commandments of Email Marketing. Download Free Ebook.
Benefits of Email Marketing
Email remains the most profitable and cost-effective marketing channel. See more of its advantages:
– Low cost (also in time and effort),
– Huge ability to personalize,
– Possibility of frequent communication,
– Easy user segmentation
– Easy testing and monitoring
– Possibility of tracking individual user’s responses
– Environmentally friendly
– Sales potential (when compared to social media, which mostly build engagement, but don’t sell)
Customers love emails
58% of clients declare that email is their favorite way of getting offers and marketing communication. At the same time, 32% would like to receive fewer messages due to their repetitive character.
Respondents in Adobe survey say that they spend 6 hours per day checking their emails. Mostly they do it simultaneously with other activities, when:
– Watching TV (70%)
– In bed (50%)
– In the toilet (42%)
– During a phone call (43%)
– When driving a car (18%).
70% of customers make use of a coupon or discount they learned about from
email.
This ebook discusses exploiting the potential of email marketing to its fullest. It’s still the most powerful tool in your arsenal to build relationships and sell.
Trends in Email Marketing
1. Mobile
According to Litmus, 49 % of emails are opened on mobile devices.
67% of smartphone owners use them to check their email. Gmail customers are most mobile, as 75% of them use email on their mobile devices. Picture yourself that audience, knowing that Gmail has 900 million users.
A trend develops dynamically: a number of emails opened on mobile devices increased by 180% in last 3 days.
2. Personalization
Consumers’ expectations towards messages from the brands changed. They don’t want catalogue-like newsletters anymore but look for dynamic relationships with companies that can interact with customers. That’s why transactional emails (messages sent individually to a user in response to her action, like welcome email, registration confirmation email, abandoned cart rescue emails) show 2- – 5 x higher efficiency (Experian).
Personalized emails reach 29% higher Open Rate and 41% higher Click-Through Rate when compared to bulk messages.
Today actual users – their decisions and preferences – influence marketing communication more than ever before. With the popularization of Marketing Automation software, marketers obtained tools to track and analyze customers’ behavior and use that knowledge in campaigns, shaping the messages according to what individual recipient needs. A/B tests are another method for empowering customers and letting them decide that kind of messages do they want to receive.
With new equipment in their toolbox, marketers abandon dreams of finding one universal recipe and focus on learning more about their actual audience.
3. Blurring difference between B2B and B2C
Serious, boring messages sent to B2B customers, sent in working hours, and lively E-commerce newsletters with coupons? Such approach doesn’t apply to contemporary marketing landscape.
87% of users check their business and personal email at the same time. We integrate account and read personal messages at home and business at home. Is there anyone who can maintain a healthy work-life balance?
Also, more and more B2C and E-commerce companies adopt B2B strategies (like Lead Nurturing or webinars) in response to the emergence of a prosumer. Customers treat each purchase professionally; even if they buy a toothbrush, they do research, compare prices and crave for more knowledge. At the same time, B2B companies stopped using too official, stiff and boring language, attempting to speak to their customers more human-like.
What do I get from the ebook?
Our new ebook 10 Commandments of Email Marketing will be helpful to everyone who uses email marketing – whether in B2B, B2C or E-commerce.
You will learn:
1) How to design and execute an effective email campaign,
2) How to measure effectiveness of the campaign,
3) What types of emails are most efficient,
4) How to use Marketing Automation Platform to increase OR and CTR of your emails,
5) How to craft subject line, CTA and the content of your message,
6) How to build your list organically to avoid being marked as spam,
7) When to send messages.
Find more our free guidebooks in Marketers Library.
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