Even if your business sells ancient relics in the oldest brick-and-mortar location on Earth, email is likely part of your marketing strategy. Email has been around longer than the internet itself. And it has been a gift for marketers and business owners.
But some people believe email will be replaced by modern apps and messengers. What do you think?
- Have you deleted Gmail or Outlook?
- Are you buying shirts on Snapchat?
- Ever bought a course on Instagram?
Right. Email is alive and well. And it is vital to B2B and B2C marketing strategies as we will break down now.
Email, A Household Name
By 2025, Statista reports there will be 4.6 billion email users. The number was 4 billion in 2020. Email is still growing so that’s good news for email marketers, right? The numbers are insane.
*306 billion emails were sent every day in 2020
No matter what you’re selling or what message you want to deliver, email is still your best tool. Not to be replaced by messaging apps with cute bells and whistles. Those are fun and tempting but also terribly distracting which we’ll discuss below.
What if a business has doubts about trying email marketing? Or if they haven’t had much success with it? They should watch the competition. Because:
- HubSpot reports that 37% of brands are increasing their email budget.
- 77% of marketers have seen email engagement increase the past 12 months.
Go to any Fortune 500 website and note how none fail to ask for your email address. They understand email’s reach.
Me Time in the Inbox
Back to those new-fangled messengers. I love Slack. But I waste 4 minutes a day picking the perfect emoji. With email, I just hit send.
The email inbox is the quietest place on the web.
- You can read in peace, pop-up free
- Delete the noise easily
- Zero social media screaming matches
Can you imagine a digital marketer seeing their advertisement beneath a fiery Facebook thread? Facebookers mad at the world and a relaxing Spa Ad right below. Not ideal I’d say.
An inbox is a good quiet place to read about spas, software tutorials, or cool new gadgets. The inbox is like a peaceful library. People have space to think and read the messages and offers.
What about Spam Though?
You’re correct. People despise spam. But that is good news for your marketing strategy.
There are right ways and wrong ways marketers can utilize email. The wrong way is to sling sales emails to any address you can scrape up.
That is ineffective, wasteful, and annoying. Words that digital marketers and business owners hate.
When you have an email list of people who want to hear from you, that’s a great spot. They are receptive to your products and services. Your emails are welcome.
*33% of marketers send weekly emails | 26% send emails multiple times per month.
If your message is useful, frequency is a good thing with email marketing. Just be sure you clean up your list so only readers who still want your emails get them.
Your Starting Point with Email Marketing
More than 8 out of 10 people will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types. (GetResponse, 2020)
No-brainer then, right? A welcome email is your chance to get the ball rolling with new customers and clients. Whatever your first touchpoint with them is, a welcome email is a natural follow-up.
Whether you made a sale or they downloaded your coupon code. Your welcome email sets the stage for the emails that follow. It also…
- Shows you notice / appreciate the reader
- Gives you a chance to introduce yourself further
- Can prompt them to enter you as a contact so you avoid their spam filter later
What comes after the welcome?
Post-Welcome Emails via Digital Marketing
Without following up, all those opens on the welcome email go to waste. It’s crucial to have an email strategy before you send that first email. It’s easier than you think. Plus, automation is a lifesaver!
- Write months’ worth of emails ahead of time
- Set those emails to automatically be sent
- Triggers get the right email to the right segment members of your list
Remember the competition? 87% of B2C marketers are leveraging automation in their email marketing strategy. (HubSpot)
I believe even the tiniest business has the ability to at least write 12 emails. Then set them to be automatically sent monthly.
If their only goal was to get more referrals. Those 12 emails would achieve that. Tiny effort, big payoff.
Email Content > Other Content
We could go back to my “Spa Ad beneath a steamy Facebook battle example.” Or just consider creating content on TikTok versus in an email newsletter.
Here’s the deal on TikTok:
- You’re a thumb away from your content being flicked away
- One boring video and you’re forgotten
- You are at the mercy of an algorithm
And I’m not picking on TikTok or any other platform that gets attention for your brand. But here’s what the stats show…
81% of B2B marketers say their most used form of content marketing is email newsletters. (Content Marketing Institute, 2020)
Those professionals know what gets results.
Email Marketing Expectations
Will all your readers read every newsletter you send? That’s funny.
But if you get 20-30 percent of them to open the emails, you’re doing great. I’ll take my chances in inboxes versus noisy spaces that give me 1 second to grab someone’s attention – and require me to dance. No thanks!
Email is steady as a rock when it comes to marketing strategies. It has yet to be knocked off the top by countless new digital tools. Growth keeps climbing with email users as we mentioned earlier.
Think of email as the most optimal touchpoint with your audience. Whether you have 30 names on a list or 30,000. If you have permission to email them, you have their attention in the best digital space available.
Please don’t ignore that opportunity.
Plan now. Plan for the future. Make and keep email marketing as part of your digital strategy.
Need a Quick Email Win?
Let me give you some quick wins. Doesn’t matter if…
- Your email campaigns are going pretty well
- You’re losing the battle with your email strategy
- Or you are new to email marketing
Learn how to get more of your emails read. Inbox Mailers has seen up to 70% open rates for our clients. See how this unique technology can get you some quick wins.