Email marketing – old hat or still cutting it?

Email is dead – right? With the dominance of social media in our lives, you might be surprised to know that email is still the most effective way to market your business.

I’m in the midst of doing a digital marketing course to keep up to date with the latest approaches, and I was pretty surprised to see how email marketing continues to easily outperform even the most popular social networking sites.

According to comparison site WebsiteBuilder, 77% of consumers prefer to receive marketing communication by email. Not only that, emails have a conversion rate that’s three times better than social media and you are six times more likely to get a click through from an email campaign than from a tweet.

Of course, there’s nothing worse than receiving irrelevant emails and endless pushy sales messages, so there is an art to getting the balance right. But done well, email marketing can return some seriously impressive results. Email marketing tools have come on a long way in recent years, so it’s easy to personalise, target and automate messages to make sure you deliver the most relevant information to the right audiences at the right times.

Email campaigns give you the opportunity to engage with a receptive audience and build a closer connection with your contacts. Unlike social media, where constantly changing algorithms affect who sees your posts, emails give you greater control over who receives your marketing messages. With 91% of internet users checking their emails at least once a day on their smart phones, it’s worth reviewing your email marketing approach to make sure you are making the most of its potential.

Getting the message right is essential but it’s easy to get distracted from one of the most important tasks of all – which is building your email list. I know it’s not the most exciting job, and I’d certainly rather be writing and laying out beautifully creative campaigns, but your list of email contacts is vital to marketing your business effectively, so it’s important to invest time in developing it. As well as being disciplined about manually inputting contact details following meetings, there are all sorts of tools and techniques you can use to easily build your list, such as lead magnets, sign-up forms, slide ins and pop ups, which integrate with email services such as Mailchimp. You don’t need to be particularly technical to do this, but it’s worth spending time setting things up properly and making sure you have the correct permissions, as it will make it much easier to capture people’s details and manage your list in future.

I’m not suggesting email is the only way to market your business. Social media is incredibly powerful and most businesses require a mix of marketing and PR approaches to reach their ideal clients. But it’s easy to relegate managing your email list to the bottom of the to do pile. For me, this course has been a useful reminder to focus on the fundamentals of list development – your most valuable asset for marketing your business.

If you would like help with growing your list and creating engaging email marketing campaigns that deliver results for your business, please get in touch.