Every few years some marketing guru declares that email marketing is dead. They say that people don’t open their email anymore and are no longer paying attention to their inbox.
Cut that guru out of your life as they couldn’t be more wrong about the state of email marketing!
The reality is that email marketing is hotter than ever as a marketing strategy. People still like to be marketed to when they believe in a product or service that helps them in their lives. Even businesses like to be marketed to by other businesses that they feel will help their bottom line as you can see in this lead generation guide.
If you have a product or service that you really believe in then having an email list is an absolute must. Of course, you have to use your list wisely to be effective.
In this article, I will go over the reasons you should be using a list and how to get the most out of it.
Consumers and their email
Even though we are bombarded by ads on a minute by minute basis, people don’t mind being marketed to by brands they’re connected with. If they feel that they are going to see an improvement in their life through a problem they have that is solved by the brand, or savings with products they use regularly, then they want to know about it.
And, they prefer to receive this marketing through their email. They have control over the messages that they open and interact with as opposed to a pop up on a website or a circular that comes in the mail that they have no connection with.
They also feel like they have power to control things better by email as they can report an aggressive email marketer as spam.
Email marketing software
One of the reasons that email marketing is so effective a tool these days is that the software has gotten so sophisticated. You can segment your subscriptions according to the content they wish to receive so you don’t have people getting emails that don’t pertain to them.
This increases your open rate, click through rate and engagement with your readers. Once again, people are happy to receive marketing messages that are relevant.
Split testing is easier than ever to do so you can tweak your campaign based on the types of emails that work and those that don’t.
Return on investment (ROI)
Email marketing software is also inexpensive when starting out so you can build your list cheaply. Then once it grows you will be paying more, but you are also getting more as you now have a large list to market to.
This means that you can see a very good ROI for the cost of the software.