Why Email Marketing Never Came to Its Own Funeral — Benefits of Email Marketing That Still Matter

Source: ConvertKit @Unsplash

There’s a disconcerting number of marketers who claim that email marketing is dead and have their shovels and eulogies prepared. Unless there is an active zombie going around and making plenty of businesses prosper, we can safely say that email marketing is alive and booming.

All that one needs to do is take a look at the numbers — 77% of millennials would rather communicate with businesses via email than through other channels. 87% of B2B companies prefer email as an organic content distribution channel. When it comes to profits, 59% of marketers claim that email marketing is their primary source of ROI. Speaking of ROI, the percentage that email generates is 3,800%.

A marketer can’t allow themselves to turn a blind eye to these statistics. The most common reason why people are quick to blame their unsuccessful efforts on email marketing is that their approach is riddled with mistakes. 

What you need to do instead is develop an effective email marketing strategy, track your results, and keep optimizing different aspects.

Some of the main advantages of email marketing are that it enables you to:

1. Create highly personalized messages

2. Cater to mobile email users

3. Increase your sales

4. Establish yourself as an expert in your field

5. Measure your performance and improve your marketing efforts

6. Boost your website traffic

7. Collect feedback from your customers

8. Automate the majority of marketing processes 

Create Highly Personalized Messages

Email marketing enables you to send personalized content to specific members of highly targeted audiences. You can gather a wide range of personal details, such as the prospect’s:

• Name

• Location

• Job title

• Company

You can set up personalization elements to be inserted into your emails automatically via shortcodes or email marketing automation features. 

Personalization is a crucial marketing approach because people want to be treated like human beings that matter to your business. Referring to the recipient by their name alone can increase your open rates by up to 20%. Generic promotional messages no longer work with the majority of consumers. It goes as far as the fact that 52% of recipients who don’t receive personalized email messages will probably look for a solution to their problem elsewhere.

Email marketing personalization goes hand in hand with contact list segmentation. You can segment your recipients based on a wide range of characteristics and provide them with content tailored to meet their specific needs and interests. Lists can be segmented according to factors such as:

This level of personalization allows you to come up with the best marketing strategies for different purposes, such as special offers, lead engagement, customer retention, etc.

Some email marketing software solutions enable you to add users to specific contact lists automatically based on their actions. This method is called self-segmentation. You can also use list management tools to filter your audience more efficiently.

Cater to Mobile Email Users

Email marketing is one of the best ways of catering to the needs of the booming mobile community. There are more than 3.5 billion mobile users around the world, with the number growing rapidly by the year. It’s crucial to note that 85% of all customers read emails on mobile devices. Contemporary email marketing strategies take these numbers into account and provide a wide range of approaches for creating the perfect mobile user experience.

The majority of email software solutions include features that focus on creating email campaigns specifically for mobile users. You can choose from vast selections of responsive templates that can be tested and customized, and preview the way every email will look on different kinds of mobile devices.

Aside from using a responsive design, you need to make your emails as digestible as possible for your mobile audience. This includes paying attention to the fact that a large number of your recipients tends to scan emails for relevant information. You need to focus on details such as:

• Ensuring that your design is clean and easy on the eye

• Breaking down your content into short and engaging sections

• Crafting compelling CTAs that are easy to spot and click on

• Picking a font that is both legible and aesthetically pleasing

• Optimizing your HTML and images

Regarding HTML and images, you need to keep in mind that some email service providers disable such content. This means that you need to come up with ways to ensure that your email is comprehensible to your recipients regardless of how their ESPs work. You need to support your HTML and image content with:

1. Plain text

2. Alt text

Plain Text

Plain text refers to simple textual content that isn’t supported by any code of special formatting. It should replace the HTML in your email that cannot be shown. There are plenty of email marketing tools that enable you to set up both HTML and plain text email variants and send them to appropriate groups of contacts.

Alt Text

Alt text is written content that shows up instead of the images that ESPs disallow to be loaded. You should use it to describe what your recipients are supposed to see. This method is crucial for ensuring that the mobile users’ customer journey isn’t hindered by the absence of the visual content. This is why you should never include key information in your images.

Increase Your Sales

Source: Cytonn Photography @Unsplash

Email marketing is an effective method for boosting your sales. You can craft email campaigns that present your best products and special offers to the right audience at the right time. You can also re-engage customers that haven’t purchased from you for a while and retain those that have abandoned their shopping carts. 

Email marketing allows you to influence your recipients’ purchasing decisions directly via their inboxes. 

Let’s take a look at the numbers. According to HubSpot, marketers that reach out to their audience with segmented email campaigns can boost their revenue by up to 760%. Sale Cycle conducted a survey where 59% of the participants claimed that marketing emails have an impact on their purchasing decisions.

This shouldn’t come as a surprise, considering the fact that email marketing is a direct and personalized method for presenting your sales pitch to your subscribers — the people that signed up for your email list because they’re interested in what you’ve got to say and offer.

Establish Yourself as an Expert in Your Field

One of the primary goals for every business is to become an authority in their industry niche. Email marketing can help you do that by providing your recipients with different types of valuable content. 

Your emails should contain relevant materials and resources that will help your subscribers determine their pain points and learn about possible solutions. As a result, they will turn to you for solving their problem with your products. There’s also a high probability that they’ll tell other interested parties about you and help you increase your brand awareness.

This is an effective way to boost not only your reputation as an expert but also the reputation of your email campaigns. Your subscribers will await new emails eagerly once they know that you can provide them with high-quality content on a regular basis.

You can send a vast assortment of different content types, including:

• Articles

• Blog posts

• Case studies

• Whitepapers

• Industry news

• Market research

• Expert guides

Measure Your Performance and Improve Your Marketing Efforts

The performance of your email marketing campaigns is easy to measure. There are many email marketing tools that enable you to track crucial metrics such as:

• Open rate

• Click-through rate

• Forwarding rate

• Sharing rate

• Conversion rate

• Complaint rate

• Unsubscribe rate

• Bounce rate

• List growth rate

Tracking these metrics can help you improve the success of your email marketing campaigns. Some of the listed metrics can tell you which aspect of your emails might be hindering your performance.

Let’s say that your email campaign didn’t generate enough conversions. Your first course of action would be to try different versions of subscription forms and optimize your CTAs. In case that your emails don’t get opened, you would want to test different preheaders, subject lines, and sender names. If your sharing rate is low, maybe your social media sharing icons need a different size or placement.

Boost Your Website Traffic

Your website is the headquarters for your business efforts. It’s a kind of digital office where you store information on your company, different types of high-quality content, and meticulously designed product pages. One of the primary goals of your marketing efforts is to motivate your prospects to visit your website pages and look for answers and solutions there.

You need to come up with effective tactics for encouraging your email recipients to click on CTAs and links leading to your website. Your email marketing campaigns should be aligned with your landing pages, providing subscribers with the best possible user experience and customer journey. 

Once your email recipients reach your landing pages, they are likely to browse your website to find out more about your company and check out the different kinds of products you’ve got to offer. 

This is a surefire way to increase your website traffic and improve your SEO efforts.

Collect Feedback From Your Customers

Feedback is a crucial asset for providing the best possible customer experience. It can not only help you improve your marketing efforts, but it can also help you build your relationship with your customers. People like sharing their thoughts with brands and feeling like their opinions matter to them.

You can collect feedback from your customers by sending email campaigns with customer satisfaction surveys. You need to follow three rules:

1. Be clear about what you want to know

2. Be as specific as possible

3. Ask multiple simple questions instead of a few complex ones

Collecting feedback is an efficient method for calculating your NPS (Net Promoter Score). It enables you to determine how many of your customers are brand ambassadors, passives, and detractors. 

Automate the Majority of Marketing Processes

Source: John Schnobrich @Unsplash

Automation is one of the most powerful features of email marketing software. It enables you to set up email sequences based on timing, events, and user actions. You can automate email campaigns to follow every step of a lead’s customer journey. 

You can automate an onboarding process for new contacts. When a user subscribes to your mailing list, they can receive a welcome email that lets them know what they can expect from you. The second email can be scheduled for a couple of days later, providing specific materials and resources to each contact group you’ve created via segmentation. This is the point when you’ve sparked their interest, so the third email should present your top products based on their needs. The fourth and final email should contain a special offer.

Email marketing automation can save you a lot of time and effort.

Why You Should Try Our Autoresponder Tool

Among our Sell SaaS products, you can find our email campaign creator that has an autoresponder feature. You can use it to create enticing email campaigns via a user-friendly online editor and automate them as both drip and trigger campaigns. The tool is an effective solution for creating top-notch customer journeys. It also has a tracking feature that enables you to determine the deliverability rates of your email campaigns.

You can try some of our other solutions, such as:

1. Chatbot solution for capturing leads

2. Social proof notification widget

3. API that prevents fake email registrations

Chatbot Solution for Capturing Leads

Our chatbot solution can be integrated into your website. Set it up to aid your website visitors by answering their most common questions. It can be a fantastic solution for collecting feedback. If you want to use it as a passive lead generation tool, have it ask for important user information, such as their names and email addresses.

Social Proof Notification Widget

There are a lot of website visitors that are on the fence when it comes to making a decision. Our social proof notification widget is made for informing them whenever someone else performs an action, such as writing a review or ordering a product. This is an efficient method for encouraging users to purchase something or subscribe to your mailing list.

API That Prevents Fake Email Registrations

Plenty of people use fake email addresses to subscribe to websites and services. You can use our API to verify all email addresses and block the ones that aren’t connected to existing email accounts.

Sell SaaS Lead Generation Tools

If you need to find email addresses and other crucial prospect information for starting an email list, you can check out some of our lead generation tools. This includes our:

Why You Should Choose Sell SaaS

If you sign up for any of our tools’ monthly plans, you get to use them with no restrictions — and that’s not all!

What makes our offer special is the fact that you can both use and resell our software solutions. Add your branding and sell them at a price that suits your business needs.

Some companies that provide white-label software charge additional fees. That’s not us. Your only obligation is to share a percentage of all your sales with us. You can earn between 60% and 80%, depending on our partnership level.