It is common knowledge that email marketing still works. In fact, as a marketing channel, email has been around since the very first mail carriers walked down the streets, trying to connect with potential customers. And for the most part, it still works the same way it did 40 years ago. Through simple email marketing, marketers can get highly targeted leads for their businesses.
However, as we’ve established, email marketing works best when combined with other marketing tactics. One of the most successful online marketers out there, Russell Brunson, states that email marketing must be used in conjunction with other marketing methods, specifically SEO and PPC. Brunson notes that while email marketing can be effective by itself, sending emails out without a proven track record of conversions won’t get you very far.
Because of this, if you’re looking to grow your email list and want to learn more about effective email marketing, we’ve got you covered.
The Evolution Of Email Marketing
As with any form of modern technology, email marketing has changed throughout the years. But the fact that it still works as it did in the 70s and 80s is a testament to its staying power.
Here’s a brief history of email marketing.
The Early Days
As early as 1935, computer scientists were building email marketing platforms. One of the first email marketing platforms was Blue Book, which provided merchants with a way to send out information to customers through a newsletter. In fact, the first electronic mail was sent in 1939, by Neale Rose to a friend. Although electronic mail was a common experience for most people in 2019, it was originally created for use between computers, as a method of transferring files from one to another.
Prior to the 1980s, the only way to receive email was by purchasing a physical newspaper or magazine and searching for the particular article you wanted to read. Of course, this was annoying, as you had to remember what was in the paper and wait until you found it. Then, you had to read it and hope that the information was still useful. Email marketing did not become popular until after the invention of the internet, in the early days of the web.
The Golden Age
From the 1980s until the turn of the century, email marketing grew rapidly. Most notably, in the early days of the web, companies like Amazon and eBay started creating websites where they could buy and sell all kinds of goods, making their markets extremely accessible to anyone with an email address.
These companies embraced email marketing, as it was the cheapest and most effective form of marketing. And on the whole, they were right. Email marketing was extremely effective, as in the 1980s and 90s, people were more open to receiving emails. They wanted to hear from companies they cared about, and those companies who used email marketing grew their lists quickly.
How Has Email Marketing Changed In The Past Decade?
Since the turn of the century, the way we experience, engage with, and interact with email marketing has changed. Now, you don’t necessarily have to own a website to engage with email marketing. Though the vast majority of email marketing today happens online, it is not quite as simple as that. Here are some of the major changes that email marketing has experienced since the turn of the century:
1. Email Marketing is more effective when used in conjunction with other marketing methods.
As mentioned by our guest author, the rise of the social media age saw the introduction of a wide array of platforms, where users could quickly and easily engage with content. Companies realized that their target audience was no longer just the people who happened to visit their website, but rather, it was an entire network of individuals who were now in a constant state of engagement, wanting to receive more content.
Due to this, email marketing evolved from a channel that existed solely for the purpose of delivering ads into your inbox to one that can be used as a multi-channel marketing strategy. Today, many top-notch marketers use email in conjunction with social media, search engine optimization, and paid search to get the most out of their marketing efforts. When possible, marketers will try to capture the attention of their audience, whether that’s through social media or search engine optimization, and then, they will drive them to a landing page or another form of content.
2. Email Marketing can work for almost any industry, thanks to the internet.
As we’ve established, the rise of the internet and the easy access it provided to anyone with an email address was vital in the evolution of email marketing. In fact, much like the rest of the web, email marketing started off as a small scale business experiment, where entrepreneurs could test the waters of whether or not email marketing was a viable business strategy.
Though it started off quite small, many large businesses, especially those in the B2C (business-to-consumer) space, turned to email marketing, as it was the cheapest and most effective method of marketing. As long as you had an email address, you could be targeted with emails and offers, regardless of whether or not you visited a business’ website. Thanks to technology like the CLM (customer journey management) tool, which guides marketers through the entire customer lifecycle, from initial discovery to repeated purchase, marketers can target, analyze, and act on a shopper’s activity across different channels, including email.
In the B2B (business-to-business) space, many large companies started relying more heavily on email marketing, as they relied on their existing customer base to promote their products into the general public. At first, this might seem irrelevant, as customers in the B2B space would not normally use the internet to find your product or service. But in today’s world, B2B buyers are increasingly using the internet to research products and find competitors, due in large part to the rise of the sharing economy and platforms, like TikTok, where people can easily share content, like product reviews and videos detailing the process of making a product, discovering a new restaurant, or using a service, like Uber or Airbnb.
Why Should You Use Email Marketing In 2019?
It is quite the paradox that a marketing tactic that started off as a hobby for many, evolved into such a crucial part of modern commerce. Yet, despite its effectiveness as a marketing tool, email marketing is quite a hidden gem, with many businesses unaware of its power and potential.
For those who read this article, you might be wondering how to effectively use email marketing for your business. Let’s take a look, shall we?
The Rise Of The Email Marketing Platforms
If you’re looking to grow your email list and want an easy way to do it, you’ve probably considered trying to sell and promote your own email marketing platform. While there are many benefits to doing so, author and speaker, Jamey Keating, notes that “…a lot of people think that building an email list is really hard. There’s a product for that.”
Keating, who also founded and runs an email marketing company, Evosec, points to HubSpot, which is a software platform that functions as a mailing list manager and marketing automation tool. Through HubSpot, which is used by over 500,000 organizations worldwide, including 96% of the Fortune 500, marketers can build a strong email list, automate email marketing, and track the performance of each individual mail campaign, all from one place.
If you’re interested in trying out HubSpot or any other email marketing platform, simply click here to get started.
Email Marketing Is Still A Viable Strategy
Even with all of the changes that email marketing has experienced over the years, the fact remains that email marketing is still a viable strategy for businesses.
In an era where people are bombarded with marketing messages, whether that’s through social media or search engine results, it is quite the feat that email marketing managed to stay relevant and effective, even in the age of massive data collection and targeted ads.
While there are many tactics you can use to better engage with your audience, from creating videos to infographics, using an email marketing platform is the simplest and most effective way to connect with your customers and potential clients.
If you’ve been wondering how to market your business in the digital age, the answer depends on you, but it always starts with an email list.