With all the attention surrounding social media marketing, it may be easy to discount the old faithful digital marketing platform- emails. But, a recent article by Pierrick Aubert explains why we shouldn’t count email marketing out just yet. Below you can find a translated version of the original article.
The Importance of Email Marketing
When it comes to digital marketing, social networks often take center stage. Yet, good old email is still a powerful tool. This is what the Email Tool Tester company recalled in its last report; along with an interesting infographic.
When an email campaign is done well, with the right targeting and the right content, it can generate great results. It does well to note that arriving directly into the individual mailbox of a potential client seems much more personal than appearing between two posts on a feed. At least this is the opinion defended in the latest report by Email Tool Tester.
The power of email lies in its customizable character, and it has proven itself since the first email was sent in 1978. Addressed directly to the recipient, with an eye-catching subject line and content adapted to the customer’s profile, the email has a good chance of being opened.
Today there are 4.3 billion users worldwide and potentially 4.5 billion next year; which makes it one of the best ways to promote a product or service. But, in the midst of dozens or hundreds of messages received in an inbox, you have to know how to stand out. Because yes, the competition is tough and there is too much spam!
The right recipe…?
There are several types of messages: newsletters, welcome emails, automatic replies, scheduled messages and RSS; with very different opening rates for each.
If we put aside for a moment the 14.8% of emails that end up blocked by spam filters, two little tips can give good results. The first: keep it short! According to analysts, posts under 200 words generate the most engagement. The second: don’t underestimate “abandoned cart” reminders. Indeed, this type of email notification has a conversion rate three times higher than other automated messages.
Beyond the direct channel that email represents, it is also important to remember that once optimized, email marketing can have a return on investment of 4400%. For better open and conversion rates, emojis are welcome in the subject line, the use of images is more than recommended, sending should be when customers buy the most and, finally, think of mobile first; although most emails are still opened on desktop.
In short, social media is great, but don’t forget that good old email!
This article was originally published by Pierrick Aubert on ZDNet.fr. Click here for the original article.
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