08 June 2021

Does Email Marketing Still Work?

Believe it or not Email Marketing is far from over, it is one of the few outbound methods that still can work, but only if you know how! Email marketing is about recognizing that your end user (the person you are sending to) actually wants the information you are sending them.

Many businesses have databases of 5000+, which on paper do look fantastic, but how many of these people are active users? You are in essence not marketing but instead just hoping; to market like this takes a lot of good fortune that the person just happens to open your email and responds accordingly.

To be successful in email marketing you should follow this very simple rule: -
Send the right information to the right people at the right time

Sending the right information means only sending information that the user has asked for or they have shown interest in previously. Sending to the right person means only sending to users that have asked for you to send to them. Finally sending at the right time means that they are more likely to open your email.

With that in mind how much of your database remains? What would you send to your database if you could only send information that was relevant to them and that they had asked for?

Here are 5 key steps you must think about whilst email marketing in your business: -

Set The Purpose

What is the purpose of your email? What results are you hoping for? What would make this a good campaign? Ask yourself as many questions as you need to before writing your email. The clearer or more defined you can be in your mind the better chance the email will be successful.

Always Test Before Sending

Only send an email once you have tested – think about spelling, images, links, call to actions and of course mobile view versus computer view. Sending without testing will change the results.

Think About The Send

Only send to those who have asked you to send them information and then send at a time that works best for them. If that means building 7 day lists because people open better on each day then do it! Give your email the best chance by being useful to your user.

Test & Measure

Measure everything! Think about email titles, subjects, emoji’s or non-emoji’s, personalisation, content, length, images, call to actions, sign offs. Literally test and measure everything in your email and make conscious decisions before sending again.

It’s In The Report

Collect the data from your emails and use in a report. Once you have sent your first few emails you’ll have raw data to judge against. If your open rates are low then consider that your audience in your database is wrong, if your click through rates are low then consider moving the call to actions and so on. With real data you can make real decisions and improve your marketing dramatically.

If you’re like lots of businesses all over the world you’ll have a database that isn’t working for you. Yes you may get lucky but in many instances having a large database actually costs money to host your contacts or worst still takes away your focus from the obvious opportunities that are in front of you.

If you had less contacts but they were reacting to your marketing you’d notice easier and be more inclined to work harder to get them over the line into a sale. Take your time to really look hard at your databases and see what decisions you could make to change your business forever.

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