Is email marketing dead?
You have a higher chance of someone reading your email than seeing your ad on Facebook.
Is email marketing dead?
by Kimberlie Clare-Campbell, Digital Business Advisor, Hunter Region Business Hub
It’s a story that does the rounds every few months but is it true?
Have you heard the latest news: email marketing is dead; people are bombarded with emails they never open, sending business emails is a waste of time and money as there is no ROI (return on investment); any savvy business owner will use social media instead.
Whilst brands believe that having a social media presence is crucial to their marketing strategy, 96% of people who discuss or buy from a brand don’t follow that brand's social accounts. If your customers aren’t choosing to follow you on social media how do you connect with them?
Email. It’s still your best direct marketing tool.
Whilst 1% of social media users will see a facebook or instagram post, everyone checks their email account, sometimes as many at 20 times per day. 85% of email campaigns are sent to the right person, and whilst there are other emails in the inbox, your email is waiting in line to be seen and it won’t be missed in endless social scroll.
Capturing email addresses
If you’ve ever purchased an item online or in store you will have used your email address to receive your receipt, sign up for warrantees, customer support and extra freebies. An increasing number of services like Netflix, Amazon, Facebook & Instagram require your email address as part of the sign up process - you can’t access the service without using your email address.
What do these in store and online companies know that small businesses may be missing?
Simply that 73% of consumers prefer email marketing to other forms of digital marketing.
The stats reveal email has the highest click through rate (CTR), purchase rate (PR) and ROI (return on investment) of any digital marketing platform.
Click Through Rates
- Email 6.99%.
- Search engines 1.91%
- Social media 2%.
- Email 4.25%.
- Search engines 2.49%
- Social media 0.59%.
For every $1 spent your return on investment (ROI) is:
- Email $44
- Search engines $2
- Social media $1.72
The reality is you have a higher chance of someone reading your email than seeing your Facebook ad. Social media click through rates are very low (0.6%); the average user clicks on 10—12 ads per month. Ad click through rates over 2% are considered above average for social media campaigns, whilst email open rates of 23%, click through rates of 6.99% and purchase rates of 4.25% put email in the lead of other digital marketing options.
Three tips for creating an engaging email
1. Personalise your emails
Emails are very easy to personalise compared to other forms of advertising. Personalised emails can improve your click through rate by 14%. Ending your email with a personalised call to action can result in a 42% higher conversion rate than a generic call to action. How can you personalise your call to action?
2. Be relatable
When writing your email remember who your customer is, speak in a language they relate to, don’t use industry jargon if your customer is not in your industry. Understand your ideal clients demographic and speak to that in your message.
3. Segment for customisation
Generic emails have low open rates, by using segmentation and tags you can target your message to the right customer in your database. These tools enable you to create and deliver customised content. By referring to a product they’ve purchased, an item they are interested in you can increase email purchasing rates by 10%. What segments or tags would help you target your emails better?
As a small business owner who is building relationships with your customers you are in an ideal position to gather their email addresses and customise your digital marketing to meet your customers need.
If you’re keen to learn how to use email as part of your digital marketing strategy contact Digital Business Advisors Rochelle or Kimberlie at firstname.lastname@example.org.
About the author
Kimberlie has been involved with small business for 27 years. During this time she has not only grown her own successful e-commerce business but has also supported many local small businesses, through mentoring and business advice. These businesses have grown through Kimberlie’s guidance from a passion into a strong and sustainable business creating employment opportunities within the Hunter Region.