Depending on how you frame your query, a Google search that asks if email marketing is dead should bring you around 200 million results. Something like half of these result will tell you it is, while the other half will tell you it isn’t – and some will use a headline that says it is, then argue that it isn’t.
You know, your typical search results these days.
So, what is the real answer to the question? As always… it depends.
It is a simple fact of human nature, and perhaps of harried email subscribers in particular, that not all of your subscribers will respond to the same message. (Well, they won’t all respond the way you hope they would, anyway.)
In other words, while all of them may have willingly shared their information with you, and while this means they are interested in something you have to offer, it’s difficult for you to know exactly what that something may be. That is, until and unless they respond to a particular call-to-action.
Segmented Email Lists and Personalized Email Messages
As explained in an article by Kim Moutsos, at ContentMarketingInstitute.com:
“Needs and expectations vary among the groups (and additional segments you might create based on, say, demographics). Tailoring content to the unique needs of each should give your open rates and engagement a lift. It can even help reconnect dormant subscribers (or at least clean up your list).”
To help illustrate this, she offers a potential list of subscriber types to whom you might direct different messages, put together by fellow Institute author, Kevin George:
- New subscribers
- New customers
- Active subscribers/customers
- Dormant subscribers/customers
- Reengaged subscribers/customers
Segmenting your subscriber list by where subscribers are in the customer lifecycle ensures that your messaging is focused on their needs, rather than your need to make a sale. Of course, by making your content truly relevant to each segment, you personalize your message and greatly increase the odds of conversions.
Proof that Email Marketing is Not Dead
Whether you segment your list or not, it’s important to remember that your subscribers have shared something very valuable to them (and to you), their email address. Most do not do this lightly. Respect them at all times and always offer value in your communications with them.
As far as proof that email marketing is alive and well, we offer these stats from HubSpot.com:
- 91% of shoppers want to hear from companies they do business with via email.
- 59% of B2B marketers report that email marketing is their most effective channel for generating revenue.
- 56% of brands using an emoji in their email subject line had a higher open rate than those that did not.
- 86% of professionals prefer to use email when communicating for business purposes.
- 78% of consumers have unsubscribed from emails because a brand was sending too many emails.
Be forthcoming and genuine with the information you share, whether a quick note, a monthly newsletter, and even with promotional materials. Valuable information will help them take action on their goals which can only benefit you. So, focus on them in your emails, not yourself. The payoff will be that they will begin to trust you and will offer their loyalty, which will greatly improve the odds of them eventually hiring you.
It goes without saying there is a ton more stuff to share about implementing a successful email marketing strategy (like why you need a strategy and what that means, as just one example), but that must wait for a future post. So, stay tuned for more and remember – when it’s done right – email marketing is definitely not dead.
Looking for more tips on email marketing, help with your online marketing strategy, or other marketing ideas? Get in touch with the YOMT Team today.