Deciding what to focus on when creating a marketing strategy is a decision that businesses should take seriously. You want to use channels that have a positive return on investment depending on your goals and objectives. Email marketing remains one of the most efficient and cost-effective marketing channels and it gives you the power to reach people in their inboxes. Recently, there has been a sentiment that email marketing is no longer the trusted channel it used to be. However, the numbers tell a different story because over four billion people own email accounts, and over half of them check their inboxes every day. In this article, we will be looking at why many businesses and audiences still trust email marketing even though it remains under pressure from other marketing options.
Email marketing can be personalized in ways that benefit the business and make the customer feel special. Because businesses already collect massive amounts of data on their customers, it is easy for them to segment these customers so they can create personalized emails for the different segments.
The business gets the benefit of being sure the audience they send these emails to will not be annoyed to receive them and will actually derive value from them. On the other end, the recipients appreciate the emails because they are tailored and contain information they find useful.
When you have built an audience that is eager to receive your emails and see what you have sent them, you will open up opportunities to increase sales. If you already have such an audience in place, you start to think differently about email marketing. You could send out offers and promo codes to people in your locality on a slow day or even let people know about an upcoming event, knowing a significant percentage of them will attend.
There is also a direct correlation between personalized emails and sales. People love to buy from businesses they understand and that understand them. Email lets you build the credibility and trust you need for your email recipients to be more open to purchasing your products and services. You can do this by ensuring every email contains informative and helpful content, otherwise, your emails will go to spam and many people will unsubscribe.
Analytics is an integral part of email marketing, especially when talking about A/B testing. Many email marketing platforms give businesses lots of data about the emails they sent out, from how many people opened an email to how many clicked on a link. This data can be used in testing.
Testing involves forming a hypothesis about your email’s recipients and then testing the hypothesis. The hypothesis can vary from a relationship between email subjects and clicks, a relationship between subject lines and open rates, and so on.
You can use the results of these tests to better optimize the emails you send out. Remember that even when you do not get the results you might have wanted, that should be a learning opportunity. The best businesses are always learning from both positive and negative results of their tests and optimizing their strategies to improve their results.
Another reason why businesses still trust email is that it enables them to reach their customers regardless of the device they are using. In the past, businesses were only able to reach people on their computers. Now almost everyone owns a smartphone that alerts them when they receive an email. Savvy businesses can take advantage of this as there is massive potential there.
Second, there are certain ads that people do not see on mobile or that they dismiss when they see them. This means if you are using paid ads for our marketing efforts and targeting people on mobile, there is a chance you will not see the ROI you expect.
With email notifications, and sometimes persistent ones too, it is hard for people to ignore an email. Use catchy subject lines to increase the number of people opening your emails on mobile. Then, make the content therein helpful to make people take you up on your offer or take the actions you want them to, depending on your call to action.
Emails can help tie your messaging to your brand. If someone has subscribed to your newsletter or given you their email address, they already know the elements associated with your brand. When they see your colors, images and fonts used in an email, they are more likely to trust it. There is still the issue of phishing, but that can be solved largely by educating your audience about phishing scams.
Emails also help you look more professional. People want to use businesses that seem well put together and email templates help do this for your emails. If you decide to use templates, always hire a designer to create them for you so you have unique emails that people have not seen a hundred times.
Email and social media are often compared because they are the biggest digital marketing options available. However, many people do not trust any marketing material or content they see on social media. Consumers already understand large corporations spend billions of dollars every year to get people to see their messaging. This means they are likely to see tailored messaging from large corporations and many people do not like that.
Email is still an open platform, and it is usually only controlled by the company behind it. This means if people see content, offers, or promotions on an email, they know they are coming from a genuine place from companies they already like.
Apart from the audience, marketers trust email more because it cannot be taken away like social media can. If a platform like Meta or Twitter went away tomorrow, marketers who rely on it would be in a lot of trouble.
Even though it is facing pressure from other marketing channels, many marketers still trust and rely on email marketing. They trust that email will get them the results they want while giving them analytics to help them improve their ROIs. People also trust email due to its personal nature and often extend the trust they have about a company or business to its emails.