Hold the Phone: Email Marketing Still Rings True
When I wake up in the morning, I go through a phone-checking routine. First comes Facebook, then Instagram and lastly my email. While some may say that email marketing is becoming obsolete, I would have to disagree. I am 20 years old, and I check my email just as much as my social media apps.
While checking your email used to require a desktop computer, your emails are now with you everywhere you go. With smart phones and tablets, checking your email on the go is easier than ever, which increases the likelihood of using it more. According to research, 91 percent of consumers check their email daily (ExactTarget) and 74 percent of consumers prefer to receive commercial communications via email (Merkle). As these statistics demonstrate, I’m not alone in constantly checking my email throughout the day to see what’s new.
An example of a brand I’m always on the lookout for is Starbucks. Ever since I signed up for their rewards program, I receive messages with specials and coupons to use at their stores. Although I am always looking for ways to save on my favorite beverages, I’m also interested in knowing what new mugs are being introduced or what new blends they are bringing in for the holidays. I always open their emails because I know there will be valuable content inside, and I can check it from anywhere. Starbucks has built trust and established their expertise through their emails, which always make me interested in reading more.
Email marketing is also relevant due to the power of personalized messages. While all of your followers view the same content on Facebook, Twitter and other social media platforms, an email can be tailored for specific customers, or types of customers. Say you are a company that sells clothing. If a person signs up for your email list and includes their gender, you then have the opportunity to send an email with products they would be interested in. This is the case when I get emails from the clothing store PacSun. I only receive emails that showcase their female clothing selection. While on their Facebook page, I see posts that also feature guy’s clothing. According to HubSpot, 39 percent of marketers who segmented their email lists experience higher open rates.
This doesn’t only apply to retailers, but it is true for other businesses as well. For example, an insurance company could send emails to its clients based on their age or situation, such as their level of coverage or what claims they have filed. If they were in a car accident, their content could focus on safe driving tips, etc.
On a side note, some companies may worry that if they send too many emails, clients will unsubscribe and have an overall dislike of the brand. While you don’t want to bombard your customers’ inboxes, research has shown that sending four emails a month doubles the chance that one of them will be opened, increasing the likelihood of capturing the customer’s business (Social Media Today).
Even though emails don’t usually contain funny cats or “Throwback Thursday” photos, email marketing is still an effective and relevant way to communicate with your target audience.