For over two decades, email has been part and parcel of a marketer’s toolkit. Yes, it’s been around for a long time but still remains as relevant, powerful and effective as ever.
The type of technology surrounding email and the way it is used have evolved over time. Email has been used from regular communication to a marketing support.
While email marketing doesn’t work sometimes, the growth of social media and other online marketing platforms won’t kill this long-standing strategy. Although older technologies are believed to fall out, this is not the case for email marketing—but instead, they evolve. Thus, it remains effective in the 2020s and even to date.
In fact, this tactic has outranked some popular strategies like SEO, PPC and social media marketing. Marketers who do it correctly can enjoy a higher return on investment.
Why Email Marketing Won’t Work?
Sometimes email marketing doesn’t work because business owners/marketers fail to identify and fully understand the target audience, which is a very integral part in email marketing.
And sometimes, it’s not the strategy itself but rather the content and the way it is being done. Without relevant and effective content and information, email marketing may fail to meet the recipients’ interests, thus limiting the tool’s success.
In addition, tireless sending of newsletters can cause inconvenience to the recipients, causing them to unsubscribe.
How to Make Email Marketing Work?
When done properly, email marketing can be effective in generating new customers and leveraging sales. Here are some key points to keep in mind to get results:
- Content is very important in every marketing strategy, including email marketing. If you want to boost conversion through email marketing, work on your content first. Make sure it is relevant, informative and interesting.
- Making your email more personal can take your marketing efforts to the next level. Using some call-to-actions can also help motivate recipients click the button.
- Send out clean and crisp emails. This means using short keyword-rich paragraphs, including bullet points and inserting relevant images.
- Don’t bombard your subscribers. Reducing the number of emails you send out to your target audience and scheduling them probably once a week can make a difference.
- Come up with an interesting email marketing design. The design gets the first impression. If it looks terrible, people might not want to read it. Also, make sure your email is readable on different devices, including desktop, tablet or phone.