Article

Email Marketing Still Works - When Done The Right Way

According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Here are some tips for doing email marketing correctly in 2017.

Despite what you might have heard, it’s still important to have an email list. List building was all the rage ten years ago and companies had to develop opt-in and double-opt- in systems in order to protect themselves from spam accusations. Every entrepreneur and business under the sun offered a newsletter of sorts, and many of them were not put together very well.

And then the social media boom happened.

Many businesses then shifted their focus toward social media strategies rather than email marketing. What is the state of email marketing today? Is it still worth building a list and creating newsletters? Yes - when done correctly, it offers personalization and segmentation benefits, as it allows you to specifically target your intended audience. And better targeting leads to higher conversions. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter.

Here are some tips for doing email marketing correctly in 2017:

Add your email forms to high-converting places - According to Social Triggers, some of those places include the feature box, the footer of the landing page, and after a single post. Another high-converting place some experts recommend is the splash page. You get the chance to highlight the signup form with the design of the splash page. Make it one of the first things visitors see when they visit your site.

Utilize omnichannel technology - Make sure your signup forms and any emails you send will be viewable from mobile devices as well as PC monitors. This can be done with test automation tools, which allow you to do a variety of tests across multiple channels at the same time. One of the main differences between email marketing from 10 years ago and email marketing today is that most internet users check read  their emails on small mobile screens instead of computers. If you want it to work now, you must make the emails easy to view and read on all screen sizes.

Optimize subject lines - It doesn’t matter how great your email message or newsletter is - nobody is going to view it if they don’t even bother to open it up. If you don’t come up with a VERY ENTICING subject line, chances are that recipients won’t notice it or care to click on it. Some may even mark it as spam and forget all about it - even if they did sign up willingly and confirm their registration. The only way to avoid this is to put a lot of thought into subject line creation and use keywords that you know your intended audience will take notice of.

Be strategic with send times - Yes, timing is important in email marketing. WordStream warns against sending out email blasts on Mondays, when people are already flooded with work-related emails sent over the weekend. You’ll also want to avoid sending out emails in the middle of the night when people will likely be asleep.

It’s still viable to give something away - One email marketing tactic that has never changed and likely never will change is to give people an incentive to give you their email voluntarily. As long as people love getting free stuff, you have an opportunity to get them to join your mailing list. Free tools and templates in particular are popular incentives. Even after they join your list, you must still fight to keep them. It’s helpful to offer freebies on a regular basis; make sure you use words like “free” in the subject line.

Developing and implementing a good email marketing strategy this day and age requires some research, mobile testing, and creation of free tools and content to offer subscribers. However, as long as you do everything correctly, the investment is worth making.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Understanding Customer Experience (CX) is crucial for business success. This blog explores CX, trending questions, and the Future of CX. Learn how to craft exceptional experiences that keep customers coming back for...

Sukhdev Singh
Sukhdev Singh 5 June 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more