It's an accessible and rewarding communication channel, with 68% of marketers citing email as a tool that delivers excellent or good return on investment, yet a significant number of B2B organisations fail to grasp and harness its value. It's often seen as a dated channel, with far less hype than social media, or Pay Per Click. In my world, email marketing is the cooler big brother of these channels. It's been around longer and as such, it's more sophisticated. There's just so much you can do, if you can get around the common pitfalls.
It's no lie that we all get a lot of emails. With 1 in 12 of us receiving more than 100 emails a day. The volume of emails we receive, combined with poor messaging and clumsy segmentation are all big turn offs for business owners considering investing in email marketing. But, if we can put our personal feelings to one side – the right email, to the right person, at the right time can be extremely rewarding.
Instead, it's all too common for organisations to pile hours of employee time into sending out unsolicited, generic newsletters to questionable lists of email contacts via Outlook. With no strategy, testing or learning in place, precious time is being wasted and the reputation of email suffers. We're all too familiar with junk emails, but it's about recognising how you would do it well, and the impact it could make on your organisation.
Email is a sleeping giant and has regained the top spot when it comes to performance delivery. Knocking SEO into second place, in this year's Email Industry Census from Econsultancy. It's done this because marketers appreciate its ability to produce significant, measurable results. We know that irrespective of your business size, model, industry, or customer type, email can be used to great affect.
When used well, email can be used for communicating targeted messages to your database in a personalised way. The opportunities for selling to, and re-engaging, target and existing customers are self-evident. According to the Email Industry Census, 33% of marketers who have built email campaigns incorporating advanced customer segmentation have seen an excellent return. As opposed to just 13% with those who don't segment at all. It creates results for those who have taken the time to adapt their activity to the changing expectations of their customers.
Email marketing can be a complex channel, but there are basic things you can do today that will get you going in the right direction that don't take huge amounts of time or money. Here's our round-up to start you off...
So much can be achieved with email. So we hope the ten steps above start to show you the best practice approach to getting started. We support clients with email every day. Whether that's a situation review of their current activity, writing a strategy, segmenting their data, or designing and writing effective campaigns, our specialists collaborate to produce results. If you'd like to talk to someone at Mackman about how we can help your email provide a significant return, simply get in touch by calling 01787 388038 or by emailing firstname.lastname@example.org.
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