The dictionary meaning of effective is:
“Successful in producing a desired or intended result”
So how can email marketing help you achieve a desired or intended result?
Well not to count how reliant the modern world has become towards emailing systems as well as the fact that the majority of workers within this world each have a work email account and then a personal account. The numbers for email are staggering:
- In, 2015 the number of emails sent & received per day total over 205 billion (Radicati).
- This is expected to grow by 3% per annum till 2019 (Radicati)
- Email Marketing generates 40x more customers than Facebook does (McKinsey & Co)
I’m not going to outline in this article what you should do in your email marketing campaigns, but why you should be using email marketing. (But first a quick message)
Lets just acknowledge those numbers. Using email marketing will allow you to generate 40x more customers than Facebook. 40 customers to 1. That’s a huge advantage over what many marketers are now hailing as the go to marketing platform. While there are an overabundance of tools available to marketers today, email is simply the best platform if you want the results.
Email marketing is the unsung hero of communication channel for marketers. While Social Media platforms continue to grow and be hailed as the best way to reach leads. Email marketing is quietly and consistently producing results. Throughout 2015, the number of emails sent and received per day/per user reached 122 emails per day.
Throughout 2015, the number of emails sent and received per day/per user reached 122 emails per day.
According to Radicati which conducted a detailed forecast and thesis on the future of emailing, email accounts are set to grow. The number of email accounts is expected to grow at about 6-7% per year through to 2019, while the number of Worldwide Email users is forecasted to grow at 3% per year. These numbers prove the growth that email marketing will be experiencing, the ability to be able to communicate short messages to your leads through email allows your sales team constant contact with their leads. On top of this, people are so widely connected via mobile devices that reading an email early in the morning or later in the evening is very common.
A platform already as substantial and widespread as email is still projected to increase its market share through to almost 1.9 email accounts per person.
The most successful email campaigns all have a known sender, but also a great subject line to help the recipients decide to actually open the email. According to Convince & Convert; 33% of all emails opened are based on their subject line, so adding a crafty and well constructed subject line to your emails can ensure a 33% open rate which is a great place to begin. Combine this with an email full of great content and your email marketing campaign is on its way to producing that desired result and achieving those objectives.
It shouldn’t matter if you’re in charge of driving sales as a sales manager or creating leads as a marketing manager, email is still the best communication platform available. There may be new tools and platforms to create communication channels between you and your prospects, but email remains private, it remains as that one communication channel just between you and the prospect. The numbers show it shouldn’t be left behind as we move forward, however the numbers show the opposite, email marketing needs to be propped up again. It has become the best performing form of permission marketing that humans have created to date. To conclude, I’m going to quote one of the biggest marketing influencers in the world and his point of view on email:
Out of all the channels I tested as a marketer, email continually outperforms most of them. Not only does it have a high conversion rate, but as you build up your list you can continually monetize it by pitching multiple products – Neil Patel