Just When You Thought Email Marketing Was Dead…

It’s been said over and over again…

“Email marketing doesn’t work, it’s all about social media.” In fact, this exact thought has run through my own mind a time or two as I sat at my desk deleting one of the 10 emails I received from shopping sites the night before. However, before you decide to scratch email marketing off of your marketing to-do list, take a look at some of these recent findings reported by McKinsey&Company.

According to McKinsey&Company, “E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily,1 and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.2

Hard to believe? Well, not really.

The organic way of reaching your consumer is still topping the charts, but done right, email marketing can be successful too.

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“But I’ve tried email marketing and it doesn’t work!”

Don’t blame the medium, chances are… you’re doing it wrong.

Here are some tips to help you reign in your random emails and get more out of your email marketing efforts:

  • The power is in the list. A good, quality, clean list is imperative to a successful email marketing campaign. Build your list organically and send specific emails to specific audiences. Deliver emails to those who want to hear from you, otherwise you are wasting your time and money.
  • Look good. You wouldn’t take a shaky iPhone video of yourself pitching a product and then air it as a TV ad, would you? If your answer is yes, stop reading and call us right now because you need help. If your answer is no, it’s because you know that for a TV ad to work – it has to look good. What’s so different about email? Stop building emails in Microsoft Word-like tools and hire a designer to help you capture what it is you really want to say. Like in a previous blog I wrote, it’s not always what you say but how you say it.
  • Be short. A large percentage of your email recipients are going to open that email on their mobile devices. Long emails with a ton of copy are not going to get your message across. Keep your email short, visual and intriguing and optimize it for conversions. Whatever you want the person opening that email to do, let them know immediately and give them a reason to do what you want!

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