Email itself has been around since the 1970s while email marketing has been around since the 1990s. It became more popular and well utilized beginning in the early 2000s. Due to the length of time it has been used, some fear that email marketing is now old hat and no longer useful in comparison with newer social media platforms, such as Facebook, Twitter, and Instagram.
Frequency of Use
Those who are ready to throw email marketing to the wind should think again, however. In reality, most people continue to use email everyday; in fact, a recent study from Fluent shows that eighty eight percent of people check their email daily. On top of that, research has shown that almost sixty percent of people have purchased a product that was marketed to them over email.
In addition, email is actually now more accessible than ever. Most Americans use email on their mobile devices, and therefore it’s always at their fingertips. This means that people are much more accessible to your email marketing campaigning than ever before.
Control of Delivery
Even more beneficial than its being widely used and available to people on a daily basis, however, is email marketing’s ability to give the business itself more ownership. Email marketing remains unique among other types of marketing in that it allows for direct transmission of your message to the people you choose. Unlike some social media platforms, such as Facebook and Instagram, you as the business owner have control over who sees your content. You know that if you send an email to your clients, it will be received by them. However, when using channels such as Facebook or Instagram, you are relying on those platforms to submit your content using their algorithms.
It is still important to keep the following three ideas in mind to ensure that your email marketing campaign is as successful as it can be:
- Format email marketing for mobile technologies. Remember, most users are opening emails on their cell phones and other mobile devices, so it is important that your emails are easy to read on smaller screens and that they are optimized for mobile viewing.
- Keep it short! You know yourself that the shorter the email, the more likely you are to read it. Present your information as clearly and concisely as possible to reduce the likelihood of your message going unread and being promptly deleted.
- Make calls to action easily visible. Even when writing short emails, it is still important to place the call to action at the beginning. This will also place your email marketing message in the preview portion of the email, so that your customers can understand the content quickly. Be sure to make your call to action interesting so as to entice people to open the email rather than to delete it.
As you can see, email marketing is far from dead; instead, it is more accessible than ever. We at VisionPATH want to help you make your email marketing campaign as successful as possible. If you have questions about your current strategy or want help creating a new one, please don’t hesitate to contact us. Consultations are always free.