Many professionals point to the premeditated death of Email Marketing because of the growth of social networks and the consequent investment in companies in these platforms.
However, those who share this view of the Email Marketing relevance break may be forgetting that the main cause of this strategy not working is still the production of non-content email that matters to your customers and recipients.
Although it is sometimes difficult to get information about targeting your audience, many marketers say the success of this tool is often limited by lack of relevant information about your contacts.
Another corporate flaw is excessive emails sending. According to some studies, over 70% of recipients claim to have canceled subscriptions for being too bombarded (Hubspot 2016). Thus, it is important to reduce the number of emails and not always to massacre customers with irrelevant information about the company.
There is no efficiency without a preplanned strategy. In addition to having content that is relevant, you should also have some call to action to entice people to click where we want.
Email Marketing can have many advantages. When used properly, it can increase sales, generate new customers and help even in their retention, which is something that in social networks need to be worked in advance in order to make people engage with the brand and become customers.
Through email marketing, you can choose various communication strategies:
- Commercial: these strategies are considered the most traditional and intended to increase impulsive behavior, by announcing promotions or a new product.
- Loyalty: to keep customers, this type of campaign aims to promote the relationship of these with the company to generate more sales.
- Informational: these campaigns are primarily intended to inform customers, for example, about future events or to get feedback about a particular service or product.
- Location: This is a strategy used to inform people of the location of the physical store, so you can come and easily get access to your products or services.
These strategies associated with the relevant content can get good results for businesses. Contrary to what happens in social networks, in email marketing exists subscribers who are already interested in the affairs sent by the companies, who can choose or not to open the emails.
In social networks, the content is filtered and does not reach everyone. Email Marketing can be up to 40 times more effective than social networks, according to a study by McKinsey & Company. The same study also shows that the buying process happens 3 times faster than on social networks.
Statistically, there are indicators that show the growth potential of email marketing based on surveys conducted by Channel Preferences Survey. These indicate that 91% of people access their email at least once a day. Moreover, it is also said they prefer to receive commercial information by email.
According to the site Fourth Source, 92% of internet users have at least one email account. That is, almost everyone has an email, unlike what happens with social networks, where not everyone has an account, which easily minimizes the scope and coverage of the desired segment.
To contradict the rumor that dictates the death of Email Marketing, according to the Group The Radicati, the number of email users may reach 3 billion in 2020.
These statistical indicators leave no room for doubt about the potential of this tool, that should be included in the digital strategy of a company, as 3 in 4 say they get good results through the same (Econsultancy).
Among its advantages is the ability to communicate through a more personal and customized approach and the fact that it enables and facilitates data analysis, which, in turn, helps to understand whether the company goals are in line with the results obtained.
This tool also allows you to perform A / B testing, helps you understand what type of email will work best, allows you to target your audience, increase awareness of the company, sending emails weekly or monthly, making recipient stay with the company in memory and still allow to make remarketing reach people who, for example, abandoned the website shopping cart (will be reminded by email that they have products in the cart).
Email Marketing has few associated costs, an account in MailChimp, for example, lets you send up to 12,000 emails per month for a list of up to 2000 contacts for free. Even the paid plans are not very expensive.
One of the main factors contributing to its growth is the evolution of mobile devices and its increased use. Two-thirds of emails are opened on smartphones or tablets (Marketing Land 2015), 75% of Gmail users access via mobile devices and the emails that have a responsive design, have an opening rate of 40% (Clickz 2015).
As for the trends for 2018, its expected an increase in the use of geolocation, which allows hypersegmentation and can reach, for example, people who are in the same area as the physical store. The video will be a good option to consider because it has a more positive response.
Thus, in 2018, Email Marketing is far from dying and brings advantages and potential to be explored by companies. With good practice and a well-planned strategy, developed by a digital marketing agency that gives you guarantees, positive results will be in sight.
To know more about this and other subjects which will help make your enterprise relevant on the digital world do not hesitate and contact us!