No, email is not dead. In fact, email marketing is still one of the most widely used and effective forms of marketing. And for small businesses, it is essential.
Why? For one, email marketing provides a high ROI. When combined with the right marketing automation tool, email marketing takes up very little of your time. Here are some other reasons why email marketing is so effective:
- Messages can be personalized
- Email has good conversion rates, compared to social media
- Email campaigns can be easily measured
- Targeted campaigns can be created via list segmentation
- Email is a preferred communication channel for promotional content
- Email is not going away
- and many more reasons…….
How to make email marketing effective
First and foremost, when you are designing an email campaign, you need to focus on your target audience. According to their persona, what are they interested in? What will get them to take action and click on a link in your email? If you have developed ‘buyer personas’, you should have a pretty good idea about this. If not, you need to take a step back and build your buyer personas. Otherwise, you’ll not get the results you want.
Don’t come out of the gate and try to sell something. That is what has given email such a bad reputation to begin with. If you can provide your target audience a good deal of value over time, they’ll open your emails, they’ll click on your links and they’ll be more likely to trust and buy from you.
So, what else do you need to make email marketing effective?
- A good strategy
- Good email templates
- A good list of contacts (not bought)
- Content that is of value to your target audience
- List building tools and tactics
- A Marketing Automation tool
- A clear call-to-action
Like many marketing channels, to make email work, you need to fully understand how to design and implement campaigns. Engaged Digital Marketing can help, whether you are just getting started with email marketing or have run successful campaigns in the past. We help you from the buyer persona stage to the strategy, design and implementation. Want to learn more? Click HERE to schedule a free strategy session with us.