Why email marketing still matters
March 2, 2019
Reading Time: 2 minutes
According to Ryan Deiss, Founder and CEO of DigitalMarketer.com and Founder of RivalBrands.com you should:
“Double down on email newsletters. Yeah, I know they’re “so 2008”, but email is the killer mobile experience everyone seems to be forgetting about, and many marketers stopped putting content in the inbox in favor of blogging, so there’s a massive opportunity to “zig” when everyone is zagging, and optimize the channel that still yields the highest ROIs for most businesses.”
Email newsletters to clients, potential customers and whoever else you want to send them to, are still an extremely relevant marketing tool. And with the ability to adapt to your audience and personalise content, there are significant advantages to be had by pressing ‘send’ on a newsletter campaign.
The BIG question and the Holy Grail of any marketing campaign is, did it make you more than it cost? Luckily email is easy and extremely cost-effective, allowing you to reach a huge number of consumers and a rate of almost nothing per message. So when it comes to ROI, returns can be massive.
It’s convenient and adds value
The first rule of newsletters – they need to add value to the lives of the person receiving it. Otherwise you’ll end up in someone’s trash bin quicker than you can say ‘but wait it’s really…’.
So whether you delight them with a funny anecdote, share a great tip, or teach them something new, your newsletter must have instant meaning and relevancy. Always consider WIIFM (‘what’s in it for me’) because that is what the reader will be thinking. I.e. Why do I want to read this? What value will I get from it?
Automation tools have come a long way when it comes to sending out email newsletters. In fact you can set them to do a whole lot more than just send out one newsletter each month or quarter.
From welcome emails to new subscribers and/or customers, to ‘left in cart’ notifications, and product recommendations (depending on your business), there are plenty of ways to deliver value. But you need to achieve balance; assist their purchase or engagement journey without spamming or ‘nagging’.
Also, don’t forget to inject personality into your mail outs. People respond much better to relaxed, casual, conversational content.
You can segment your audience
With so many advances in the way our information is captured online, people are becoming increasingly accustomed to having services ‘personalised’ in terms of what they like or are interested in.
So no longer do you have to spam your whole subscriber list with the same content. With the right software (we use Mailchimp), you are able to get very selective with what you send to who – it’ll just be about capturing specific details when they sign up.
For example, if you’re in real estate you could ask people when they are thinking about selling or buying, and deliver different messages depending on their time frames. For those looking to sell soon, you can provide them with advice on how to get prepared to go to market. And for homeowners not thinking about moving in the near future, you could just keep them updated with property market data so they can stay informed.
So, there you have it. Email Newsletters provide great ROI, you can keep connected with your customers, they work IF they are well crafted and have great content and we totally recommend that you have them as part of your marketing plan for 2020.