Many professionals point to the premeditated death of email marketing due to the growth of social media and their consequent investment by companies. However, those who share the opinion that email marketing is no longer effective forget this strategy does not work if the content of the email does not meet the interests of the recipients.

It is sometimes difficult to get information about the segments; according to Ascend, 51% of marketers say that the success of email marketing is often limited by the lack of relevant information about their contacts. Also, 78% of its recipients claim to have canceled email subscriptions because they are receiving too many. This way, it is important to reduce the number of emails and not bombard people with information about companies.

So, the answer to such popular questions like “Does email marketing work?” and “Is email marketing effective?” is a yes when you take the right steps in your email marketing journey. 

How Effective Is Email Marketing?

Email marketing has been around for decades and is still one of the most effective marketing strategies today. It is an excellent way to stay connected with your customers and prospects and drive sales. According to a study by The Radicati Group, there are more than 4 billion email users worldwide. That’s a lot of potential customers you can reach out to!

Studies have also shown that email marketing has a higher ROI (Return on Investment) than any other digital marketing channel. According to Dot Digital, email marketing has an average ROI of $39 for every dollar spent. We can say that email marketing campaigns are considered to be more cost-effective than other forms of marketing.

How Do You Measure the Effectiveness of Email Marketing?

Measuring email marketing’s effectiveness is important to ensure that your campaigns are effective and are reaching the right people. There are several metrics that can be used to measure the effectiveness of your campaigns.

The first metric you should look at is the open rate, which measures how many people are opening your emails. You should aim for a high open rate as this indicates that your emails are being read by your target audience.

Another important metric you should look at is the click-through rate (CTR). It measures how many people are clicking on the links in your emails. You should aim for a high CTR as this indicates that your emails are engaging and that people are taking action after reading them.

It is also important to consider the conversion rate, which measures how many people take action after reading your emails. You should aim for a high conversion rate as this indicates that your emails are successful in driving sales.

How Do You Benefit from the Power of Email Marketing?

Email marketing offers many advantages. When used properly, it can leverage sales, generate new customers and help in their retention.

Through email marketing you can opt for various communication strategies:

• Commercial: These strategies are considered to be the most traditional and are intended to increase impulsive behavior when announcing promotions or a new product.
• Loyalty: In order to retain customers, this type of campaign aims to promote their relationship with the brand or company, in order to generate more sales.
• Informational: These campaigns are intended mainly to inform clients, for example about future events or to get feedback on a particular service or product.
• Location: This is a strategy used to inform people about the location of the physical store so that they can go into it and become customers.

These strategies associated with relevant content can achieve good results for companies. Unlike what happens in social media, in email marketing, there is a base of subscribers who are already interested in the subjects sent by companies. They can choose whether or not to open and read the emails.

Now in social media, content is filtered by algorithms and does not reach all people. Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. The same study also shows that the buying process happens 3 times faster than in social media.

Statistically, there are indicators that show the growing potential of email marketing. Based on surveys conducted by the Channel Preferences Survey, indicate that 91% of people access their email at least once a day. Moreover, it is also said that they prefer to receive business information via email.

According to the Fourth Source website, 92% of internet users have at least one email account. That is, practically everyone has email unlike what happens with social media, not everyone has an account, which can difficult and minimize the reach and coverage of the desired segment.

These statistical indicators leave no room for doubt about the potential of this tool, which should be included in the digital strategy of a company.

Email marketing is a powerful way of increasing your sales and brand awareness. And with the help of tools, you can ensure that your email newsletters or promotional content are reaching the right people and are having the desired effect.

To send out promotional offers and discounts, announce new products and services, and keep your customers informed about your company, you can use the best email marketing tools. 

Email marketing tools offer you a more personalized approach, which in turn helps to understand if the company’s objectives are in accordance with the results obtained. Also, you can perform A/B tests, which help you to understand which email works best and boost your email open rates.

The recipient will remember the company and allows you to do remarketing in order to reach people who, for example, have abandoned the website’s shopping cart. They will be reminded via email that they have products in the cart.

Email marketing has few associated costs, an account in Mailchimp, for example, allows you to send up to 12,000 emails per month to a list of up to 2,000 contacts for free. Paid plans are not that expensive.

One of the key factors contributing to its growth is the evolution of mobile devices and their increased use. Two-thirds of emails are opened on smartphones or tablets according to Marketing Land, 75% of Gmail users access it through them and emails that are responsive have a 40% opening rate according to Clickz.

Conclusion

Despite the rise of social media, email marketing remains a highly effective strategy for businesses to connect with their customers and prospects. To achieve success with email marketing, it is crucial to create relevant content and limit the number of emails sent. Measuring the effectiveness of email marketing through metrics such as open rates, click-through rates, and conversion rates is essential for ensuring that campaigns are reaching the right people. The potential of email marketing is further highlighted by its high ROI and cost-effectiveness, with studies suggesting that email marketing can be up to 40 times more effective than social media. 

But, how can you develop a successful email marketing campaign with high ROI? Working with one of the best digital marketing agencies should be the first step to take and choosing among the ones specialized in this field will make the process more smooth. Here’s our selection of top email marketing companies, all ready to help you in your marketing journey!

How many batch and blast marketing emails do you get in a day? More importantly, how often do you mark all of them as “read” without actually reading them? 

Naturally, you don’t want to be just another brand that clutters your customers’ inboxes. So how then can you cut through the noise and ultimately increase your open and click-through rates?

There are two things that determine a successful email marketing campaign: consistency and proper segmentation.

This means that you should be able to reach the right audience, at the right time, with the right message. 

One way to ensure this is through an email marketing calendar. 

With one, you can plan, create, and schedule your emails for the best possible results.

There are many ways to create an email marketing calendar including using spreadsheets or tools specifically designed for planning. 

Now, let’s talk about how you can create an email marketing calendar.

Be Clear on Your Goals for Your Email Campaigns

The first step to creating an email campaign calendar is to figure out what type of messages you want to share to your customers.

Do you want to:

• Promote a new product or event?
• Re-engage your customers?
• Encourage them to check out items from their abandoned carts?
• Launch a seasonal campaign tied to an upcoming sale?
• Send a newsletter or useful content to establish your expertise in the field? 

Identifying your goals can help you tailor a strategy that makes sense to your recipients. From this list, you can then start to plan the kind of emails that you want to send out, and when they will be sent out. 

Determine the frequency of your send-outs for each campaign

Now that you have a list of campaigns that you want to launch through email, you can then plot these on your working calendar. 

For example, if you want to start sending a newsletter, what are the best practices in doing so? Your research might tell you that it is best sent once a month. You can then go ahead and plot this in your calendar. 

You might also want to run a sale monthly. If so, be sure to block out a day in your calendar for send out. 

The idea is to plot these emails on your calendar to give you a visual idea of how your quarter (or perhaps, year) is shaping up. You might notice that some months may be overloaded with emails and some have huge gaps in them. You can then adjust your emails accordingly—both for your subscribers and the marketing team’s benefit. 

Determine Your Segments

The last thing that you want to do is to send emails that are not relevant to your recipients. After all, not everyone is going to be on the same stage in your marketing funnel — so be sure to segment your emails based on where they are in their buyer’s journey.  

You can do this by determining which campaigns you want to send to everyone, and which ones should go to a specific set of people on your list.  Doing this after you have plotted the frequency of your send-outs will also help you determine which segments will be overloaded with emails and which ones aren’t getting enough attention. 

Actionable tip: for every email that you want to send out, be sure to ask yourself who should this email go to and who shouldn’t receive this email. For example, you don’t want to send a welcome series to someone who has been in your mailing list for a long time.

The better you get at organizing your emailing list, the more equipped you can be in providing better value through your content. This will help you send targeted messages to the right people.

Start Writing Down Potential Email Subject Lines

One of the challenges that marketers face when drafting their email content is in writing the subject line. It has to be catchy, relevant and provides the recipient with a sneak peek at what’s inside the email. In other words, it is a pain to write. 

However, it deserves special attention because it will determine whether your email will get opened or not. No matter how much time you’ve spent creating superb content, well-designed graphics, and hard-to-ignore promotions, all of this will be irrelevant if your subject line fails to catch your audience’s attention. 

A component this important should be planned ahead of time. 

Our advice: Come up with a list of your potential subject lines and run them through email subject line testers. Even with these steps, there’s still a possibility that you’ll end up with an entirely different subject line as your content takes shape — but this will help. 

Determine The Type of Content You Want To Share in Every Email

The next thing that you want to do is to determine the content that you want to include in each of your emails. Your task should then include pulling relevant articles from your blog, linking videos from your brand’s channel, and creating graphics for the body of your email. 

All of this should then be saved in a single folder dedicated to every campaign. This eliminates the possibility of sending the wrong graphics or linking the wrong video to your emails. 

Of course, after all, this, be sure to link each specific folder to the right entry in your email marketing calendar.

Finalize the dates and times of your send-outs

Now that you have a solid idea of what you’ll be sending out, who it will be sent to, and what the content of each email will be, it’s time to determine your publish dates and time. 

Be sure to research what the best practices are in sending out emails. For example, you might find out that the best days to send emails are Tuesdays, Wednesdays, and Thursdays. 

Plotting the send-out dates in your calendar lets you or your team manager plot the workflow so each member can be delegated a task with the corresponding deadlines—all in time for the publish date. 

Final Thoughts

Email marketing is all about providing relevant content to the right audience. While there is no single formula that can ensure positive results, coming up with a solid plan and a well-designed email marketing calendar is a good start. 

Just remember that your job as an email marketer does not end after the last email has been sent out. Be sure to constantly monitor each campaign’s performance, employ email A/B testing to improve open rates, and always be prepared to reevaluate and revise your approach.