In this blog, we will explore whether email marketing truly works. I mean, aren’t we all tired of the dozens of spam emails that land in our inbox every single day?
Companies should just stop, right?
But the statistics and data say otherwise.
“… email marketing has an ROI of $38 for every dollar spent, meaning it deserves a place in every marketer’s toolbox.”
(DMA National Client Email Report 2015)
Compared to other ways of reaching customers, Email marketing ranks much higher in Return on Investments or ROIs. How, you ask?
Well, your garbage (read: email) is someone else’s gold.
Everyone possesses an email address. In today’s social landscape, it’s impossible to function as an adult without one. Emails are one of the few mediums that still holds space for every demographic.
It’s a small percentage of open rate for a consumer but a considerably large one for the companies that are doing it right. It’s easier to understand this through your own behavior as a consumer- think about the emails you do open that help you with offers and products from brands you regularly buy from.
“Email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing… There’s a problem—most people don’t know how to do it right. (In fact, you’ve probably seen those people in your email box.)”
(Lewis Dormer, 2021)
So how do you get it right?
Let’s start with exploring what this form of marketing actually does. Stripped to its core, Email Marketing is the act of sending promotional messages in mass quantities. It’s typical objective is to generate sales or leads and it may often include advertising. Though you might consider your email as special, to your reader, it is but one in a million—and not in a good way.
Here are three essential elements you need for a successful email marketing campaign:
- An Email List-
For you to pull off successful email campaigns, you need an active email list. This is a database of email contacts who have expressed interest in receiving marketing communications from your brand.
2. An Email Service Provider-
An email service provider (ESP), also known as an email marketing platform, is a software that assists in managing your email list. It also aids in the design and execution of automated email marketing campaigns.
3. Clearly Defined Objectives-
No marketing campaign can be a success without defined outcomes. The targets you set will also help you in molding your campaign in terms of content, CTAs etc.
Here are some quirky examples from brands that have been nailing email marketing
Stay tuned for our next blog where we analyze some of these campaigns.