Just five years ago, the ringing cry from alarmist articles claimed that the death of email was on the horizon from rising social media platforms and mobile technologies, yet email is far from dead. If anything, it’s just harder to do well. Find Out What You can Do To Improve Your Email Marketing Campaign.
Typically viewed as social media’s ineffective, old-fashioned, and out-of-date counterpart, email marketing is in fact one of the oldest digital marketing channels and the likely impetus for the creation of the internet marketing revolution. Yet as with all good marketing trends, your email marketing campaign is only as good as your adaptability to the audiences you target.
Perhaps unsurprisingly, the Harvard Business Review reported that Millenials check email more than any other demographic. Email drives the highest ROI among any other channel for that age group. And you have only to look to your own email monitoring habits to be assured that you can stop worrying about Snapchat and shift to email.
How much time do you give your email strategy? Have you resorted to an autopilot email program? Here are a few points to spark effective change:
1.) Email makes the cash register ring
Contrary to standing misconception, email marketing has an impressive conversion rate, particularly in comparison to social media.The average CTR for a typical Facebook post is around 0.5 to 2 percent, and organic tweets range between 0.11 and 0.55 percent according to a report in Adweek.com.
In comparison, Smart Insights estimates for email marketing campaigns gave a 22.87 percent open rate and a 3.26 percent average click-through rate. This means that a list of 1,000 subscribers can typically produce an average of 33 clicks per message.
And when the average order value of an email is at least 3X higher than that of social media, you’re looking at generating $38 in ROI for every $1 spent. User behavior is key. The modern email marketing campaign relies on segmented, targeted and triggered campaigns to truly engage consumers.
2.) Good email considers *basic* user personalization
Research by The Relevancy Group and Onespot found that personalized email outperformed their counterparts not using deep personalization. The study highlighted that marketers tracking and responding to user behavior in real time can drive as much as 17 percent more revenue through their email programs. Average open rates for email marketers also increased to 27 percent from 25 percent, while click-through rates increased to 16 percent from 14 percent.
But’s what’s the catch? How can marketers, even large agencies, keep up with the nature of deep personalization requiring endless research on social media and customized personal opening lines before asking for clicks?
This A/B test from KissFlow asked the same questions and found that while deeply personalized emails with researched content increased click-through rate, the labor required on the back-end outweighed the benefits. Their solution: use simple personalization (i.e. first name addressing) in combination with targeted mass mailing with SaaS software to get the most benefit for your buck.
3.)One-off email campaigns mean nothing
Modern consumers shift across multiple channels on multiple devices in a sporadic, rather than linear, action. That’s why people regularly require 7 to 13+ touches prior to purchase. If email is to remain effective and undergo a full modernization, the solitary email campaign is no longer a viable option. Same goes for single ads or one-time pieces of direct mail.
Instead, persistent and routine email creates a chain-like experience that builds momentum over time. The same principle applies to the concept of personalization. A customized yet isolated email is ineffective, but when applied across channels and devices it increases both targeting, reach and measurement data.
For example, combining Facebook ads and email can increase ROI by 22% and extend your email campaign reach through the use of customer relationship management data. While targeting, messaging, and metrics aren’t typically coordinated across email and advertising, platforms like Facebook’s custom audience targeting can create long-term effective email marketing campaigns.
We’ll leave you with an excellent example of email marketing to spark your own engagement endeavors:
RLC Media specializes in email marketing campaigns that drive sales and boost lead generation. Get in touch or drop us a line here to get more of the business you’re searching for!