You may be wondering why you need a direct email marketing strategy in the first place. After all, email marketing is a well-established tool that has been around for decades. More than 140 million American consumers use email on a regular basis. It’s a familiar way for fans to stay in touch with their favorite creators and brands.
The truth is that email is no longer a novelty. People are using it for more than just sending SPAM to one another. Companies like MailChimp and HubSpot have created robust platforms that make it easier for marketers to engage with their customers via email.
What Is the Purpose of Direct Email Marketing?
According to HubSpot Blogs, “direct email marketing is a type of digital marketing where the intended audience interacts with the message through a series of emails or other digital messages (usually prompted by a marketing campaign) in some cases.”
In other words, it’s not just about blasting out a marketing email once or twice a week to thousands of random people. The goal of a direct email marketing campaign is to drive action and engagement from the outset.
Why should you care about the purpose of your direct email marketing strategy? Let’s explore. ⬆︎
The Rise of Digital Nomads
According to a report from the Global Digital Nomad Community (GDONC), the number of digital nomads working globally reached a record-breaking 73.3 million in 2021.
These are individuals who are traveling the world and working remotely from digital nomad communities like Upwork, Fiverr, and Remote.com. They tend to be younger than traditional nomads, with 62% between the ages of 20 and 29. And 61% are male. (You can learn more about digital nomads here.)
The popularity of digital nomad lifestyles has soared as more people realize the freedom and flexibility this type of lifestyle affords. The most popular locations for digital nomads to work from include the UK (20%), Netherlands (19%), and Australia (15%).
The Rising Importance Of The Lead Gen/Attrition Lead
Traditional marketers have always had to contend with the fact that they need to generate new leads in order to keep the engine of marketing running smoothly. But today, that challenge is compounded by the changing digital landscape.
In the past, if you wanted to attract new customers to your business, you’d set up shop in a high-traffic area and worked your way up the popularity ladder. You might have started out by paying for ad space in the Yellow Pages or online directories, and then moved on to more expensive paid search engines and social media. (Think back to the early days of Google Ads!)
But as everyone from Facebook to Google to Amazon knows, getting users to “like” or click on your content is no longer enough to keep the engine of growth running smoothly. (See: Seth Godin’s Linchpin: Are You Indispensable? Why Don’t You Just Start Your Own Business?.)
Today, marketing leaders must consider how they can turn uninterested or lapsed customers into interested and engaged followers.
How can you do this? You can start by gaining a thorough understanding of why your products or services exist in the first place. Is it to make life better for your customers? Does it solve a problem for your company?
Once you have an answer to these questions, you can begin to design a strategy to attract, engage, and retain the customers that matter most to your business.
Email As A Lead Generation Tool
Webinars, podcast interviews, and live calls just aren’t as effective as they could be when used as part of a lead generation strategy. Why? Because people tend to listen to or read articles or watch videos rather than complete longer forms like email pitches. (This is called the “scarcity effect”.)
If you’re looking to grow your email list as quickly as possible, consider using email marketing to generate leads. According to HubSpot Blogs, “emails are an essential tool for any business, regardless of size, because they provide a way for customers to opt-in to receive important information via email,”
What does that mean? It means that you can use email to send important information about your business, products, and events to people who have shown interest in or are connected to your industry. (For instance, if you’re an eCommerce business, you can use email to push sales on a daily basis or to offer special deals and discounts to people on your email list.)
But remember, just because someone chooses to subscribe to your email list doesn’t mean they’re interested in what your business has to say. Merely stating the obvious, you need to find a way to get them to actively engage with what you have to offer.
The Importance Of Mobile
More than ever before, consumers are relying on their smartphones and the internet to find the information they need. In the past, people may have turned to the TV to watch videos or the radio to listen to music. Now, they’re using their phones. (If they couldn’t access the content they wanted through other channels, they would have visited a website or created an account on a social media platform to have a place to post their inquiries.)
Additionally, mobile phones allow consumers to access the internet anywhere and at any time, which makes finding information faster and easier. According to HubSpot Blogs, “mobile is disrupting the way we communicate, do business, and access information. In fact, according to HubSpot Blogs, “mobile is disrupting the way we communicate, do business, and access information. In fact, according to comScore, 82% of American internet users now visit websites or use social media via their phones. (The stats are similar across the globe. The internet usage trend towards mobile phones is undeniable.)” (If you’re still relying on your laptop or desktop computer to access the internet, you’re behind the times. This is why most major websites and services are moving towards a mobile first approach. Even Google is making searches more accessible through its “Search My Phone” feature. So don’t be afraid to update your tactics and tools to better compete for consumer eyeballs.
Faster Time To Market
If you’ve ever tried to start a business or product in the past, you know how long it can take to get going. Between getting a functional business license, building a website, finding online marketing and sales materials, and getting them into stores and online marketplaces, it can often take months. (You can shorten the process with a few tricks. For example, you can use digital nomads to get your product to market more quickly. Or you can outsource the whole process to experts who can take care of everything for you. While this might sound like an excellent idea in theory, it can be quite the opposite in practice. So do your homework before committing. You don’t want to rush into anything.)
When people discover your business, brand, or product, they typically rely on three things to form an opinion: your website, social media accounts, and email list. (If they’ve never heard of you, it’s going to be hard for them to form an opinion without doing some research first. This is where email marketing comes in handy.)
The truth is that people love to research before they buy something. In the past, if they needed information about something, they would have come across your product or service while doing their research online. After reading your description or visiting your website, they would have subscribed to your email list to receive any important information you have to offer.
Email marketing can help businesses of all sizes and in any industry establish themselves as a trusted authority in their field. When people see an email signup form right next to an article on your website, they’re more likely to subscribe to your email list and therefore, potentially become a customer. (This is also why content curation sites like Wirecutter have found success. Readers are more willing to trust a website that regularly shares quality content created by popular brands rather than a brand-less website with a form asking for their email address.)
Email marketing can be rather effective when used correctly. If you want to grow your email list as quickly as possible, consider using email marketing to generate leads. But remember, just because someone chooses to subscribe to your email list doesn’t mean they’re interested in what your business has to say. Merely stating the obvious, you need to find a way to get them to actively engage with what you have to offer.