Article

Marios Italos
Marios Italos 29 October 2018

Why You Shouldn’t Underestimate the Power of Email Marketing

Email marketing? What’s the point? Everyone’s on social media these days! You can carpet bomb your message, reaching hundreds – thousands, millions! – without even having to pay for it! Well, that’s the theory anyway, isn’t it? If only life were really that simple. If only marketing could be managed successfully with so little effort.

Email marketing? What’s the point? Everyone’s on social media these days! You can carpet bomb your message, reaching hundreds – thousands, millions! – without even having to pay for it! Well, that’s the theory anyway, isn’t it? If only life were really that simple. If only marketing could be managed successfully with so little effort. While, of course, there is a place for social media – and all the more traditional approaches – in contemporary marketing, if you’re not employing email marketing, then you’re missing a serious trick for your business.

Email marketing is undergoing a renaissance for a very good reason: it works. And while, yes, it did come to develop a bit of bad reputation, being associated with spammers and the scourge of bulk address purchasing, ISPs now have that under control – more or less. Blacklisting soon puts paid to rogue operators. And if you do things properly, behaving ethically (no bulk buying of contact lists!) and administrating your data so that you minimise bounced emails and wasted opportunities. Management software, such as EmailVerifier.com could help you with that – our algorithms perform syntax checks, email server checks and as many as 10 more real-time checks through our proprietary algorithms in order to dramatically decrease redundant and invalid/undeliverable email addresses, then email can be a vital tool in your marketing arsenal. 

5 Reasons Why Email Marketing is Still Relevant

  1. You’re contacting people who want to hear from you. Now, I hate to state the obvious, but if someone has gone to the effort of submitting their email address to you, jumped through the hoops of captcha and double opt-ins (signing up on your website, then verifying it via email), and hasn’t at any point clicked upon your ‘unsubscribe’ button, then it’s fairly safe to assume that they’re interested in what you have to say. The reason why this should be important hopefully goes without saying, but I’ll say it anyway: a receptive audience is more likely to act upon your triggers: making purchases; watching your content; passing on your messages.

  2. Email is reliable. The difficult thing about marketing is that even with the most conscientious research, you’re mainly working on the scattergun effect; shooting out your message and hoping that it hits someone. With email marketing, as long as someone has genuinely subscribed to your mailing list, every single message will hit home. And using verification tools, you can easily see if they’re being read.

  3. With email marketing you’re in control of your ROI. This point leads directly on from the one above. Because You can easily and directly track any activity generated by your emails, you can see exactly what you’re getting for your investment. If something is working, you know straight away. Equally, you can see if something is falling flat. The Direct Marketing Association revealed in 2015 that ‘segmented and targeted emails generate 58% of all revenue’. And that’s a pretty impressive ROI.

  4. Email goes where your customers do. Thanks to mobile technology, the vast majority of adults in the western world now carry their emails with them wherever they go. This means that you can contact them when they’re bunking off in the office, holidaying on a beach in Barbados, or on the loo in Tottenham Court Road tube station. If your message is urgent, it will never be missed. And because people – largely – check their email at times of boredom, your message is more likely to be read.

This is why email matters. Of course, you have to work to get it right; but then you have to work at all marketing if you expect any kind of ROI. Sending out a few slap-dash emails won’t resolve all of your business worries. But, it can be a great way to engage with, and retain customers in the long term. It keeps you in their fickle minds, it directly alerts interested people to your new promotions, and it allows for endless organic sharing.

If you do your homework, use your data wisely, and keep on top of your electronic housekeeping – monitoring your bounce rate to ensure that it doesn’t exceed the industry standard of 2%, avoiding/removing fake and defunct addresses, checking your analytics – then email marketing can be a powerful tool. It’s just down to you to use it wisely.  

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
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more