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Is email marketing taken for granted?

Every day, almost every business owner starts their day with the same set of tasks.

One of the very first tasks is to review the emails that have come in.

It’s so common that we almost forget how powerful email marketing in Sussex, or your own local area, can be.

Here’s just how important email marketing is…

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There are lots of different marketing automation and CRM systems on the market which do a great job and have fantastic capabilities. It’s important to find the right one for your business and is cost appropriate!

You can see why marketing automation and CRMs are big business though when you look at the statistics:

  • There are 4 billion daily email users
  • 64% of small businesses use email marketing
  • Nearly 1 in 5 email campaigns is not optimised for mobile
  • Marketers who use segmented campaigns note as much as a 760% increase in revenue
  • 78% of marketers have seen an increase in email engagement over the last 12 months
  • 4 out of 5 marketers said they’d rather give up social media than email marketing
  • 20% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on gender, race and ethnicity
  • 74% of Baby Boomers think email is the most personal channel to communicate with brands.

How does your email marketing shape up do you think?

Email marketing is a vital part of a good marketing plan

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The statistics alone show how important email is both in terms of customers’ expectations and communication preferences but also the potential return on investment from them.

It’s a core part of our Common 10 model, that leads are nurtured into enquiries, those enquiries and nurtured into a sale and the value of that sale needs to be maximised through…you guessed it…nurturing. By nurturing, we mean regular and appropriate communication. 

The above statistics raise a really interesting point about personalisation. The more a person feels ‘seen’ and can recognise themselves in your marketing, the more effective the marketing becomes. 

Segmentation may sound difficult to manage but you can keep it at a basic level of those who have bought from you before, or those who haven’t made that first purchase. Or those potential customers who were interested in service A rather than service B. Email marketing enables you to do that at scale, and efficiently in terms of time and cost.

Your emails have to be good to stand out from the crowd

Email marketing is an artform, and there are a lot of elements that go into creating, running, and following up a successful campaign. The great thing is that emails are easy to track, and when set up correctly, there are some sophisticated methods of measuring results.

It takes great design, powerful sales and marketing copywriting as well as the technical know-how in how to implement and run a campaign (if you are using an email platform or marketing automation/CRM software).

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A lot of research has been done into the best times and days to send out emails and the only general trend we’ve been able to find is not a Monday or Friday! 

Lunch breaks work well for ecommerce as that’s when users are browsing on their mobile phones (so long as your emails are mobile optimised of course!) but other than that there is a great deal of variation by industry and target audience. 

Testing what works, testing subject lines, imagery, call to actions etc are essential in order to refine what works best for your business. You can quickly get results and change for the next email.

And again, benchmark against the best in your industry not just what the local competition are up to!

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