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5 Rules to Revive Email Marketing

Cain & Company
February 28, 2019

This may come as a shock, but email is still alive and kicking as a highly accessed marketing channel. Active email accounts will hit 5.6 billion this year, beating both social media and search engines. In fact, 86% of professionals prefer email for business communication, and three-quarters of companies agree that email offers valuable ROI (HubSpot). 

Another surprise? Your contact database might be your best marketing asset. On any given day, your customers may visit your website, blog, or social media page, but most of your customers will check their emails daily.

Email still matters. It continues to be an effective way to communicate with your contacts. The difference is subscribers have become savvier. Marketers face many challenges when connecting with customers.

  • Too much information, not enough attention.
  • Consumers don’t want to be marketed to.
  • Customers always find ways to block unwanted communication.
  • New channels like social media mean email can't be your only approach.

For these reasons, it’s obvious email marketing needs work. In order to get your messages opened and clicked, here are five rules to revive email marketing.

1) Establish Trust

In order for your emails to be seen, people must trust your brand. Don’t use your personal or company email account to send your marketing emails; they’ll likely end up in the junk folder anyway. An email service provider like Constant Contact or HubSpot offers a central database to capture and store your information.

It also helps to follow proper email marketing etiquette. This increases the chances of your emails getting opened in the future.

2) Stay Relevant

We can all verify that we get enough emails. With so much clutter, you have to deliver the right message at the right time. Open with a compelling subject line or your email may not be read at all. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened.

Your contacts can also be segmented to create targeted lists. The more you know about your contacts, the better you can sort your list. Smaller segments mean sending targeted messages recipients want to read.

3) Be Conversational

Your emails should address recipients as real people. Use personal greeting to make messages relatable. You can customize your email by adding the recipient’s name or other information to the subject line or body. 

Always use a familiar tone that speaks one-to-one. The goal here is to build relationships. Great communication is key; they’re taking the time to open your email, so make it worth their while.

4) Get Coordinated

Your email marketing should include a steady design and message. A seamless strategy across all channels will improve communication at every touchpoint. 

Emails should deliver your brand experience to your customer’s inbox with every message. Personalize your CTAs where possible and ask for feedback. Your customers should recognize your emails at a single glance.

5) Have a Strategy

To build an email marketing strategy, you have to understand your goals. Why are you sending this email? Who will be reading it? How often do you plan on sending emails? 

A good strategy also relies on metrics, analytics, and reporting to measure performance. Try A/B testing (aka: split testing) your subject lines to see what works best. Use your data to pick the best times to send your emails. 

Finally, email segmentation is a key part of your strategy. Segmented emails receive a 760% increase in revenue (Campaign Monitor). Without segmentation, your emails end up straight to spam.

Remember, the best email marketing campaigns focus on your subscribers and what they want. Email marketing can be a valuable way to communicate with your customers if done right. The digital era has evened the score for all channels, both new and old. Email marketing is not lifeless, it’s merely evolving.

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