We hear ‘Email marketing is dead’ — a lot.
However, they fail to tell you that it’s probable they’re just not sending the right messaging to their subscribers because, in our opinion, it is alive and well.
Think about the big brands you hear from in your inbox — if it were dead, why would the brands we look up to or even aspire to be like still be rocking with email marketing?
They wouldn’t be.
You see, gone are the days you would purchase lists and blast all the same people your competitors are marketing to. And gone are the days you got away with sending irrelevant content to your subscribers. Now, people are pickier than usual where they subscribe to and are fearless in reporting you as junk or otherwise—your content matters.
Because let us share a few critical facts with you;
- Most people still open their emails every single day
- 59% of marketers still say email is their best marketing platform (2020 stat)
EMAIL MARKETING AND ITS REGULATIONS
Rumor has it that email marketing started to die about a decade ago. And has been on the obituaries ever since.
Can-spam: This Government Act is where it stipulates rules (that didn’t exist before) for businesses sending emails. What it meant for marketers was that people could not be added to a list and marketed to without permission.
The truth is, why were people doing that anyways?
In reality, we appreciate the CAN-SPAM regulations. It goes back to the quality over quantity vision and purpose, right?
EMAIL MARKETING IS SUPER CONSISTENT
People are willing to sign up for your newsletter or opt-in list when they feel the content is relevant to their experience. Whether your email offers;
- skin care tips
- weekly recipes
… setting up the correct expectations will attract users to subscribe to your list. For example, we use free PDF downloads and blog broadcasts in our email lists. Whether it be our recommended apps or free stock photo sites, special releases or upcoming boot camps – it’s what we know our readers want.
Want another fun fact?
92% of living adults use email. And most open them multiple times a day. Additionally, users are far more likely to engage with your email than they would on a social media post. Sounds crazy, right?
But here’s why — on social media, it is easy to see a headline and an image and a buyer decide at that moment without having a complete picture. Whereas with email, readers will more often than not click through to the linked website.
And email marketing allows you to continue to ‘drip’ on your readers more than you can on social media. As long as your subscriber is on your list – you have them. This is why the next section is super important.
Check this out; consumers do not mind being targeted by email as long as that email is relevant to their needs. One way to make sure your messaging is relevant to your prospects is through email segmentation.
What is it, though?
Email segmentation involves dividing your subscriber list into smaller segments based on something specific. It is generally used to personalize emails, making them more relevant to subscribers.
This can be based on criteria and demographics such as;
- geographic location
- behavior (such as purchase history)
According to the Direct Marketing Association, ‘segmented and targeted emails generate 58% of all revenue.’
We hope this gives you some insight into why we still love email marketing. And if you are interested in more content like this – let us know! Sure, we love social media and value the personal touch, but
facts don’t lie, and we like to be where 92% of adults spend time, don’t you? So get personal in email, use that high touch and storytelling the way you do on social — love on your people!
Are you currently building an email list? We would love to know about your offer!