The very first marketing email was sent in 1978, and by 1989 some were already questioning if email was over. When the General Data Protection Regulations (GDPR) were introduced in 2018 some predicted an ‘Email Marketing Armageddon’ and again others affirmed that email was on its way out.
So, now in 2021 is email dead?
The short answer is no. Email continues to be one of the most effective marketing tools in terms of customer acquisition and ROI, generating $38 for every $1 spent. Email is very much alive but if you’re questioning the impact of your emails then now is the time to revaluate and maximise the potential of your marketing strategy.
Did you know that there are approximately 4 billion email users worldwide, which is more than Facebook, Twitter and Instagram combined? And despite 81% of millennials being active social media users, 73% of them prefer email communication when receiving marketing material. There’s no denying that social media is still growing but that doesn’t mean it’s in competition with email. Why not tag-team the two channels by using social media to grow your email database organically, and vice versa. Leverage your social feeds by offering promotions or gated content to those that sign up to your mailing list, while in your emails promote competitions and other interactive elements that are taking place on your social channels.
Email in 2021 is all about sending the right message to the right person. According to reports, 74% of marketers say that targeted personalisation increases engagement. By using data segmentation you can send targeted emails to smaller groups of your database. Combining these smaller send lists with dynamic content allows you to send messages that are perfectly tailored to your audiences preferences, based on the GDPR-compliant data that they have supplied to you via preference centres or signup forms.
Automate your emails, so when combined with personalised content, you can create an open dialogue with your audience, with information that is tailored to their interests. Automated messages record approximately 70% higher open rates and 152% higher clickthrough rates than regular sends! Instead of short and sweet emails that pester unengaged recipients think about how you can guide and inspire engaged recipients with content that is targeted to them and arrives in their inbox at just the right time.
While we do love direct mail, if you’re a B2B seller then the increase in home working could continue to make print a tricky channel over the next year. Instead it may be worth focusing on your email marketing and perfecting your subject lines to give your emails the best chance of being opened. When workers become more confident to return and the hybrid home-office model becomes well established, combining a high-impact direct mail campaign to offices alongside an impactful email marketing strategy could give you the best of both worlds.
The beginning of the pandemic saw a steep rise in the number of emails being sent as businesses looked to keep their customers informed of any changes in their products, services or operating status. Not only were businesses turning to email, but an increase in open rates of approximately 25% shows that it went both ways. As we see entire sectors reopening, the expected surge in sending volume means that email certainly has a big part to play as life begins to return to ‘normal’. If your emails are still talking about the negative impacts of the pandemic or start with anything like ‘in these uncertain times’ then it’s definitely time for a rethink. It’s also a good time to review your email design to make sure it stands out in a crowded inbox.
Instant, targeted, personalised and measurable, email can be an economical and effective channel when done right. From simple lead nurturing to complex programmatic programming, if you’re looking to revitalise your email strategy then our experienced team can help you.
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