Is Email Marketing Dead?
With new surfers riding the technology wave every single day, it is no surprise that 99% of consumers are accustomed to checking their email every day.
An email inbox acts as the beacon that attracts thousands of emails from every website you subscribed to, applications you signed up for and products you purchased in the past. As a marketer or business owner, your #1 doubt could be- will they read my email or is it too old-fashioned to take this path of marketing?
Email marketing refers to the emails customers receive from companies and brands. These emails could be about recently launched products or shopping experience surveys.
Bulk email is misunderstood for email marketing. The line that differentiates between the two is that email marketing means sending out an email that is personalized and targeted to the right audience. It is not spam nor promotional emails. It can be a well-written piece of content based on one or multiple topics, newsletters curated for the audience or announcements about achievements so far that will result in a deeper understanding of your brand and keep readers wanting more.
People are living a fast life. From one-day delivery to one-hour mobile charging features, nobody will voluntarily spend precious time reading and re-reading lengthy emails. The list of recipients can be as long as a child’s Christmas wishlist, but your focus as an email marketer should be on whether or not it is serving a purpose. What is that purpose?- attracting and gaining new customers.
However, it is not the email marketing tactic that lies in a grave, it is your choice of content as the composer of said email. So, what can you do to revive your email marketing strategy?
Tips to rethink your email marketing strategy:
- Subject lines matter: A subject line should be catchy and interesting, even if all you want the customer to do is fill a survey. An attractive subject line can get the recipient to open the email.
Impersonal and generic subject lines like “New refrigerators available”, might not get the desired reaction. But if you say “Is your food happy and healthy behind double doors?” instead, the recipient will be curious to continue reading.
- Talk creative: Use images in your email body but don’t go overboard. Try inserting one creative poster or infographic to convey the message.
- Break it up: Got a lot to talk about? Segmentation can give a good structure to an email. This way, at first glance, a reader can find their area of interest. The email doesn’t look lengthy and boring when you split it appropriately.
- Right time: While sending out emails, ensure the time is right. Sending it when the customer is asleep, will result in your email probably reaching the bottom of the page by the time they wake up the next morning. Select the proper time frame based on location.
- Purpose: What are you trying to convey? Highlight the goal of this email while creating your strategy. Do you want existing customers to take any action? For example, purchase items on sale, or are you giving potential and target customers a sneak peek into an upcoming app feature?
Is there scope for email marketing today?
Social media platforms are fancy and tech-savvy, easy to swipe and scroll through as well. An email address is required to sign up on these platforms, isn’t it? This clearly means that everyone on a social media platform has an email account. Then, how can email marketing hit a dead end?
To get your audience to open your emails, create fun, exciting content that highlights your product/service and brand. Email marketing has the potential to enforce direct engagement and convert leads into customers. If the strategy works for you, don’t stop. Many make the mistake of stopping or recycling the same email format. Refrain from doing both. Try to change things up a bit once in a while.
Having understood what is e-marketing and the role it can play as part of your digital marketing strategy, we can firmly ascertain that email marketing is, in fact., not dead. It is the individual’s approach towards content and design that kills the scope of a good email.