Email marketing has been around since 1978. It is one of the oldest forms of digital marketing and most marketers consider it old school. This is because modern digital marketing methods such as social media, content creation, and SEO are getting more popular every day.
What they don’t realize is that email marketing still delivers the highest return-on-investment compared to the modern channels. Let’s understand the reason behind that and keep on reading to discover tips on how to do email marketing right.
Why Email Marketing is Still the King of Digital Marketing
1. Tracking isn’t affected by the iOS14’s IDFA block
In a previous article, we’ve talked about the squabble between the two tech giants Facebook and Apple. The issue is, the new iOS14 prevents app algorithms to track users for targeting and retargeting ads by disabling Identifier for Advertisers (IDFA) of apps. Since email marketing is more manually-operated, you don’t need to rely on these tools to land your campaigns on the right prospects.
2. It is permission-based marketing
Continuing with the issue of privacy, email marketing asks permission from users first before they are added to a mailing list for receiving campaigns. This makes customers more comfortable with receiving campaigns because they know that what their user data is used for and it drives better engagement rates than social media or other platforms for digital marketing.
3. Better conversions
Email is a much more direct line of marketing. Instead of appearing random on a user’s newsfeed through an app, your campaigns appear in the inboxes of users where you aren’t fighting for other advertisers when it comes to grabbing customer attention. This, in turn, drives more sales, lead generation, and conversion.
4. It’s more personalized
Advertising through Facebook, SEO, or YouTube doesn’t give you the option to modify how your campaigns appear on individual user screens. Whereas email campaigns can be automated to directly address your campaign recipients.
For example, your marketing tool will automatically write: “Good Day Mrs. Dawson,” or “Good Day, Mr. Fegelein” as the greeting to increase open rates.
4 Tips on How to Do Email Marketing Successfully
1. Build your list of subscribers
As you do email marketing, introduce some rewards and incentives to customers that invite others to join your mailing list. This is a good way to grow your customer pool and increase your revenue through more sales.
2. Segment them into lists
Each customer is different from one another, they also have some shared traits. One group of customers may work on day shifts with them only available to open your email in the night while the others only have time to read your emails in the morning. You can separate these users into their respected list segments so you’ll be able to send them your campaigns at the right time.
3. Encourage your readers to reply or take action
Every campaign you send must have a clear call-to-action at the end. Good call to actions are buttons or links that have strong commanding verbs. For example, if the purpose of your email campaign is to promote a product, you can write the campaign CTA as: “Try the Product here!” while inserting a link to the phrase. You can also encourage feedback by writing: “I want to hear more from you. Message me here.” with an inserted link as well.
4. Use the right email marketing platform for your needs
Each marketing platform has its perks. Some offer complete features for a premium fee and some don’t with an affordable plan. Always know first what your email marketing needs are. You’ll want to pick an email marketing platform with detailed analytics, reports, list segmentation, SMTP relay service, and a spam-checking tool while offering flexible plans.
A lot of online marketers have abandoned email marketing because they have turned to easier forms of digital marketing such as social media. But with a privacy battle going on in the tech industry with social media giants on the unfavorable side, it’s the best bet of small business owners to turn to the safest and most reliable form of digital marketing – emails.
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