If you are involved in marketing you’ve likely heard many people say that email marketing is dead. Or, at the very least in critical condition. That’s just not the case. Email marketing is still a very effective, vibrant marketing tool. We recommend it.
Think about verifiable numbers. There are nearly 4 billion email users in the world. We send 102 trillion emails emails every year. In the U.S. this year, we will spend more than $350 million on email advertising.
Statistical spin is common, so we look at certain numbers with a healthy skepticism. When the same data results show up time and time again, and when independent research firms come up with the same conclusions, we become confident about the numbers we’re seeing.
The average office worker really does check his or her email 30 times…per hour. Smart phones have made checking emails even easier. Almost 60% of marketers say email is their leading source of ROI.
There is no exact formula for creating an effective email. There are many variables; the industry, the target, the competition, premiums, promotions, and so on. But, there are some basics. Here are five things you can do to improve your email marketing results.
- Have a good header. It will draw the reader into the rest of the email. It can be cute, fun, funny, or serious. Just don’t be boring.
- Your message should be clear, brief and specific. Don’t muddy the water by promoting too much or adding things that don’t relate.
- You want a call to action. Tell them what to do next. Click on a link? Fill out a form? Take a survey? Watch a video?
- Use a compelling image. Graphic only emails can work, but a photo or image will typically increase its effectiveness. Try to stick with a single, stunning image. Too many visuals in an email is a little like too many cooks in the kitchen.
- Write a solid subject line. Be short and simple. Avoid words that will send your email to spam folders. You can find a lot of examples of those online. Sometimes, asking a question can pique curiosity: “When was the last time you had a really great meal?” Lists are common but effective: “Top ten ways to pay off debt.”
Contrary to some opinions, social media hasn’t made emails obsolete. In fact, emails can enhance your social media and social media can invigorate your email marketing. When a newspaper mistakenly published Mark Twain’s obituary, he supposedly said, “Reports of my death have been greatly exaggerated.” Today’s email marketing could say the same thing.