How Effective Is Email Marketing?

You’ve probably heard of email marketing, but do you really know what it is?

You send out email messages to existing customers, inviting them to subscribe to regular email blasts about new products, special discounts, and more.

The response rate from email marketing is typically pretty low. A 2018 email marketing survey from HubSpot found that only 2% of respondents said their email marketing was very effective. The vast majority — 78% — reported it was somewhat effective, while 21% said it was not very effective.

So, How effective is email marketing? Let’s take a closer look.

Why You Shouldn’t Just Gauge Your Success By Open Rates

If you’re using email marketing to try and grow your business, you probably already know that open rates — the percentage of emails that are actually opened and acted upon — aren’t the best way to measure its success. That being said, when it comes to your email marketing strategy, you should just assume that everyone is going to open your emails.

Why? Because everyone has an email now, and the chances of someone not opening your email are pretty slim. In the same way, everyone has a mobile phone, and most people use it to access the internet. Those are the only two reasonable assumptions you can make about email marketing.

Therefore, if you’re seeing low open rates but your overall marketing efforts are proving successful, then it’s probably safe to assume that email marketing is, in fact, effective.

What Are The Most Popular And Tricky To Implement Marketing Automation

When speaking with experts at VerticalResponse, a marketing automation company, the number one question we’re asked is: “What are the most popular and tricky marketing automation platforms?”

Here’s what they had to say:

“Marketing automation platforms are a bit like the Wild West when it comes to marketing: while there are many established players, there’s still quite a bit of innovation going on behind the scenes in terms of what platforms can do and how they can perform. So while lots of platforms exist, it’s still early days in terms of clarity of what works and what doesn’t. Plus, each platform offers different features, so you’ll need to do your research beforehand to know what you’re getting into.”

Use Automation To Generate More Leads, Not Just To Send Emails

You’ve probably heard of autoresponders, but did you know that not all autopians are created equal?

Some companies, like Mailchimp and HubSpot, make it easy to create autoresponder campaigns that work in unison to automatically send out emails based on specific events, like a new product launch or grand opening. These platforms make it easy for any business to get started with email marketing.

But if your objective is simply to send out as many emails as possible with the hope that someone will click through and buy your product or service, then you’re limiting the effectiveness of your email marketing campaign. You’re better off using a tool like Marketo or Pardot to collect leads rather than relying on a simple autoresponder to do your bidding. Those tools give you the ability to track the results of your campaigns in real time, so you can determine the exact strength of your email presence and modify your strategy as needed.

Take Advantage Of The Digital Detox

If you’re looking for a fresh start amid the busy holiday season, why not get rid of all the clutter in your digital sphere?

There are a number of ways in which the digital detox will benefit your email marketing campaign. For example, if you have a lot of untapped email marketing leads, you can get rid of all the spammy emails you’ve gotten over the years and replace them with something new. You can also use the time off to catch up on lost sleep and ensure you’re ready to rock when the holiday season hits.

How To Make Email Marketing More Effective

When doing email marketing, you have two opposing forces battling it out within you. One wants to maximize the number of people you send the email to, the other wants to maximize the number of people who actually respond. So, how can you make sure that you’re helping your cause?

The most effective way is to use a tool like Lead Funneler to identify and segment your ideal buyer persona. With Lead Funneler, you can create multiple buyer personas based on how you want your ideal buyer to engage with you. You can then use those personas to develop a buyer’s persona story, which is a short synopsis of what that person wants and needs.

With a little creativity, you can come up with a compelling narrative about how you can help them achieve their dreams. After you’ve developed your buyer persona, you can formulate a solid email marketing strategy that suits them. Don’t just send out generic emails to anybody you can find in your database. Customize your message and put someone back into the conversation. You can also set up automated email campaigns using a tool like Mailchimp or HubSpot, which will ensure that you always have fresh, automated outreach ready to go whenever you need it.

Top Takeaways

Email marketing is still widely seen as a low-cost advertising strategy, even though you might pay for every email you send out. But if you’re using the right tools and strategies, you can accomplish a lot with little to no cost at all. If you’re serious about growing your business via email marketing, it’s important to consider how effective your strategy is and whether or not you’re getting the results you’re looking for. The key takeaways from this article include:

Find The Perfect Messaging Platform For Your Business

If you’re just getting started or you’re looking for an easy way to get your feet wet, many companies, like Mailchimp and HubSpot, offer simple to use email marketing platforms that allow you to get results without having to go deep into technological know-how. These tools save you the time and effort needed to learn how to create a successful email marketing strategy and allow you to get on with getting results.

However, if you’re looking to take your email marketing to the next level and want to implement strategies that will put someone back into the conversation every time they receive your email, you might want to consider looking into more complex platforms, like Marketo or Pardot. These marketing automation tools have a lot of features and can get a bit complicated when set up correctly, but they offer incredible value if you put the time into learning them.

The Cost Of Bad Strategy

If you’re reading this, I assume that you’re already aware of the cost of bad strategy, but just in case, I’ll hit you with it anyway. Simply put, if you’re going to do email marketing, you need to set up automated campaigns so that you can always have fresh, well-designed emails waiting to be sent out when you want them. Unfortunately, a lot of businesses get so absorbed in the minutia of operating their business that they forget to take care of this crucial part — email marketing!

Email marketing doesn’t have to be complicated, but you must have a clear plan in mind before you start moving around in the digital world. To ensure that you’re always prepared to rock when the holiday season rolls around, be sure to make the most of the downtime by getting rid of all the clutter and building up a solid email marketing strategy.

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