Everyone still checks their email, despite what you may have heard. The average user's inbox is probably flooded with emails, many of which won't likely see the light of day. In the digital marketing world, the prevailing question is: does it still work? In short, absolutely! - only if you know how to work it.
Many entrepreneurs and businesses have allowed social media strategies to take over, while email marketing takes a back seat. But how does that benefit your email list? It doesn't, in fact, email is 40 times more effective at acquiring new customers and increasing revenue than Facebook or Twitter, according to McKinsey.
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Here are some tips to make email marketing work for you:
Add social media proof - This is where your social channels and email join forces. Your campaigns and newsletters should contain links to your social media pages so that your email subscribers can connect with you where they hang out most.
Jazz up your subject lines - No matter how awesome your email message or newsletter looks, if your subject line does not stand out among a crowded inbox, it will go unnoticed, or may even end up in the spam folder. Here are HubSpot's tried and true tips and best practices for writing compelling email subject lines.
Segment your email list - Segmented and targeted emails generate 58% of all revenue, according to DMA. Such an important marketing tactic as targeting your email subscribers cannot be done with social media. With emails, subscribers reveal their preferences by what they click on and what kind of emails they open. It's a very effective way to deliver your message, and you can be far more strategic, as opposed to posting a message to Facebook or Twitter to your followers. Utilize your data to your advantage in order to segment your subscribers into groups, and then tailor your emails according to the interests and needs of those groups.
Make it personal - Don't be shy, get personal with your customers. In fact, personalization delivers 6 times more transaction rates and boosts engagement (Experian). Add their first names in the message and include a photo of yourself along with your signature template and social media proof to show that you're a real person. Check out this personalized email sent by HubSpot's marketing team which saw a spike in click-through rates.
Make it mobile - About 53% of emails are opened on a mobile device (Campaign Monitor). If your emails are not optimized for mobile, the recipient will waste no time clicking on the trash icon. Develop and implement good email marketing strategy by boosting user experience with a responsive email design.
Email is not going out of style anytime soon. To become a successful digital marketer in today's competitive landscape means you need to put on your creative thinking caps. Your best results produced from your email marketing efforts depend on the right online business model and how you apply it.
