Email marketing has been around for a long time and has picked up traction through the covid movement. Updated algorithms and user ad-free internet surfing options along with growing complex internet privacy issues has forced sales teams to rely more heavily on email correspondence. Over the years, digital data companies have been tracking your email and cell phone numbers so at this stage of the data collection game your email and cell phone have become your new social security ID replacement. Marketers are in love with your data.
We all know advertising on every level must be personalized and customizable to the target audience. If an advertisers’ message doesn’t speak directly to a consumer, and speak through all other ad noise, those efforts will be quickly deleted out of an inbox or a feed. Consumers have ADHD, and their attention must be grabbed within a few milliseconds, which means you must scream at them as politely as possible to get a message opened and read.
While all this is good news for advertisers, if not done correctly your email can quickly become spam. Personally, my work inbox has been inundated throughout the past year to the point of spending large portions of my day deleting or sending emails that are clearly ‘salesy’ into my junk folder. Most emails I get clearly shows the sender did not research my role or my agency to align what they are selling with a need I may have. Another big error is not introducing themselves by acknowledging the email with my name. And the absolute worst email campaigns request me to ‘set up an appointment’ by looking at their calendar. Why would I do that if the first few steps weren’t done appropriately? Vendors must explain in a concisely written straight forward email why their product would solve my problem. Personalization is the most basic concepts of what a marketer should be doing appropriately upfront, or it will create campaign failure.
“Unfortunately, there are still companies that fail to grasp the importance of personalization in email marketing. According to research conducted by Janrain and Blue, almost all consumers (96%) have received mistargeted information or promotions. The most common types of mistargeted email content include:
- “An offer that clearly shows they do not know who I am,” experienced by 71% of customers.
- “Mixed info across different methods of communication,” experienced by 51% of customers.
- “‘Mistakes made about basic information about me,” experienced by 41% of customers.
All of these mistakes can have severe detrimental effects on the outcome of your campaign. Upon receiving a non-personalised or mistargeted email, 94% of customers report taking at least one of the following actions:
- 68%: Automatically delete emails.
- 54%: Unsubscribe from emails.
- 45%: Categorize emails as ‘junk’ or ‘spam’.
- 29%: Become less willing to buy products.
- 13%: Visit the website less frequently.
- 10%: Never visit the website again.
When done properly, ‘drip’ campaigns can present a series of emails that tie together. They are not as overwhelming as a straight up hard sell and may be more inviting for some recipients.
Text messaging can prove even higher open rates than emails. In addition to your email being your new identification, your cell phone is even more personal, as it’s in your back pocket or right by your side all day long. Marketers really love this funnel.
“Email has long been the reigning king of ROI when it comes to marketing channels. Even five years ago, when social media marketers wrote hit pieces declaring email to be dead, email continued to outperform its fellow channels.
But the time has come for email to evolve, not die. SMS messaging is rapidly catching up to the ROI of its desktop-founded forebear. “The average open rate of a text message is about 99%. 97% of messages get read within 15 minutes of sending,” says Bodhi Debnath, Senior Director of Marketing for J2 Global’s Campaigner brand.
The good news for email marketers, though, is that SMS messages aren’t here to put them out of a job. Instead, SMS messaging might replace the email message but utilize all the same techniques.”
The crème de la crème would be serving a video within your email message – videos are the winner for content these days and can be created with a smart phone. They do not need to be professionally done in a studio and is your best bet if the messaging is done properly and speaks to your core audience.
Overall, I expect email marketing to eventually trend downward in the future simply due to the inbox overload that we are all experiencing. Just like internet browsers allow for ad blocking, so can firewalls be positioned to filter out unwanted emails. In the meantime, and certainly as we bounce back to reality from this pandemic, opening-up your advertising efforts to consider these pathways would be a good idea.