Director of Email Marketing Position at OneStop

A lot has changed in the last few years with email marketing. The way consumers engage with email marketing, whether it’s through traditional methods like banner ads or the increasingly popular display ads, has morphed. What used to be considered “classic” tactics like emailing people who have visited your site in order to get them to return now seem antiquated.

In 2018 and beyond, marketing through email won’t be reserved for big businesses and established brands. Even small businesses and startups will have the tools to effectively reach consumers through email marketing.

Why Email Marketing Still Works So Well

When you consider all the changes that email marketing has gone through, it’s kind of amazing that it still holds such a strong grip on consumer’s minds and hearts. Here are just a few of the reasons.

1. Email Marketing Is Tricky To Perfect

When you’re just getting started with email marketing, it’s easy to make the mistake of over-complicating things and trying to fit every marketing activity you can think of into a single email campaign. While it’s great to want to maximize the impact of your marketing budget, you don’t always need to waste your precious time on A/B testing every possible combination of words in an attempt to improve your open rates. Simply send a few emails, track the results, and then adjust your strategy. Remember: if it wasn’t effective the first time, it’s not going to work the second time either.

2. Email Is An Integral Part Of Most People’s Daily Routines

We’ve all been there. That moment when you’re sitting in front of your inbox, wondering what new email you’ve got to deal with. The solution? Delete. Forward. Ignore. Spam. The catch is that most of us have a few hundred or thousands of unread emails in our inboxes. Whether it’s a constant stream of marketing emails or a massive amount of spam, it’s safe to say that most people’s daily routines involve some kind of interaction with their email. If you want to effectively market to this audience, you’re going to have to figure out a way to fit into their daily schedule.

Whether it’s sending out sales emails, catching up with important messages, or just letting your inbox know you’re still paying attention even though you haven’t checked in a while, email is a fundamental part of the average person’s day. So, if you want to reach the right audience, you’re going to have to get the right message to them when they log on to their email accounts.

3. Email Is Still One Of The Most Personal Forms Of Communication

If you want to have an impact on people, you’re best off trying to engage with them on a personal level. For better or worse, email is still one of the most intimate forms of communication available. Whether it’s through the content you share or the digital ink you use to write the email, it’s fairly easy for the person receiving the email to relate to you as a person. This makes email a more effective form of communication when compared to, for example, a brochure or a business card.

4. Email Marketing Is Still About Engagement

When someone decides to engage with your brand or business via email, it usually means that they’re already interested in what you have to say. The key is in engaging with them in a way that keeps them interested and encourages them to engage with you again. In a nutshell, you want to create a relationship and demonstrate that you care. This is much easier said than done, of course, but it’s all about following tried and tested methods.

5. Email Is Easy To Measure And Improve

You can measure a lot of things when it comes to email marketing, from open rates and click-throughs to the number of conversions and sales. All of these things can help you identify the effectiveness of your email strategy. You don’t need to rely on vanity metrics like how many people you’ve emailed or how many people are on your mailing list. Instead, track results and make evidence-based decisions.

6. Email Allows You To Test And Improve Your Marketing Campaign

One of the major draws of email marketing is that you can test and improve your campaign any time you want. The good news is that when it comes to improving your email marketing, there are a number of tools available to make your life a lot easier. You don’t need to build websites or run big data analysis programs in order to get effective results from your campaigns. Some of the most popular tools that can help you with email marketing are

  • MailChimp
  • HubSpot
  • A/B Testing
  • Uniform
  • MarketingSherpa
  • Buffer
  • Hootsuite

7. Email Is Universal

Finally, when it comes to email marketing, everyone has access to it. You don’t need to send out physical mailers or target specific groups of people. The days of spamming people who have never even heard of your company are over. If you want to reach the general public, you can easily do so via email marketing.

If you want to have an impact on people, you’re best off trying to engage with them on a personal level. For better or worse, email is still one of the most intimate forms of communication available. Whether it’s through the content you share or the digital ink you use to write the email, it’s fairly easy for the person receiving the email to relate to you as a person. This makes email a more effective form of communication when compared to, for example, a brochure or a business card.

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