Anytime a business sends an email to its customer base, whether informational or promotional in nature, that business is engaging in email marketing. Some brands stay in contact with their audience by sending newsletters or promotions regularly while others email less frequently to avoid the spam and trash folders. Effective email correspondence often includes a call to action or invitation to subscribe to future messages. For the overwhelming majority of brands that engage in email marketing, growing their subscriber lists is always a priority.
Email is a popular and effective marketing strategy because it is low risk, has a low learning curve, inexpensive and is easy to track email opens, click throughs including ROI. According to the Direct Marketing Association (DMA), email marketing has an ROI of 3800% so it’s understandable why email is so popular Other reports state for every dollar spent on email marketing results in 44 dollars in revenue. In addition to great ROI, email allows businesses to reach many consumers in a short amount of time. Businesses use email marketing to build brand awareness and relationships, communicate and engage with existing and prospective customers, and share promotions or insight that will ultimately drive conversions.
Brands send emails for a variety of reasons, including the following:
- Building their following on social media channels.
- Distributing and promoting their content, from white papers to eBooks.
- Boosting thought leadership and retaining mindshare.
- Making an announcement.
- Profiling a team member or loyal customer.
- Contributing to their brand’s story.
- Offering a promotion or making a sale.
- Providing information about a new product or service.
Many businesses enlist the help of Email Service Providers (ESPs) to assist with their email initiatives. A variety of platforms exist—most of which you can find on the Martec Showcase here. These email platforms offer various capabilities ranging from responsive email templates, automation, personalization, reporting and testing functionalities, among others. ESP’s also help with maintaining Can Spam Act Compliance and managing email deliverability.
While email has one of the best marketing return on investments, email has become more and more challenging. The average person receives over 150 emails a day so relevancy, frequency, and personalization should be considered when developing any email strategy.
Additionally, several studies report that over 50% of emails are opened on a mobile phone. In fact, it’s reported that there are more mobile phones in the world than toothbrushes so it’s imperative for marketers to design their email campaigns for mobile devices first.This means marketers need to use responsive email templates that will render text and images differently on a mobile device vs. an email opened on a desktop with a larger display screen. For marketers requiring a more sophisticated email solution they will need to look at Marketing Automation Platforms (MAP) These solutions not only send emails and track opens and click-throughs, they track prospect behavior on your landing pages and website and score their behavior. This allows marketers to identify leads more likely to make a purchase while automatically nurturing prospects showing little buying behavior. This also helps ensure sales professionals don’t waste their time on leads deemed not Sales Ready. We cover more on Marketing Automation here.