There are a lot of options when it comes to marketing; both online and offline. So what makes email your most valuable tool?
For starters, let’s look at the conversion rate. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social media, direct mail and more. Yes, you read that correctly - email converts at a rate of 66 percent!
And then there’s the ROI. For every dollar spent, email marketing generates $38 in return. Once you have built your email list, you now have an audience that is connected to you, and that you can reach on a regular basis. A good email list also allows you to save on your Ad budget because you won’t have to pay to reach someone else’s audience. Instead, you have a channel that allows you to nurture your prospects and customers.
We know that multiple channels are part of the full marketing mix, (as they should be) and part of each customer’s journey, but in the end, email leads to the most significant results. Not only that, but email affords us the ability to continually track and analyze our efforts so we can see what works and where we can improve.
To get the most out of your email list, make sure you’re doing the following when it comes to email marketing:
- Segmentation. Segmenting your email list allows you to tailor your content for the right audience. This is important because it allows you to stay relevant and reach your contacts at their different buying stages. When done right, email segmentation will get you 50% more clicks than non-segmented emails.
- Data. With email your data options are endless. You can look at your open rates, click-through rates, what subject lines performed better than others, where clicks happened inside the email, the ability to perform A/B tests and more. We cannot stress that tracking your efforts, and analyzing your data, is critical in order to improve your email marketing strategy. After all, this is how you will determine what’s working, what’s not and how to get the most from every email. For three simple A/B tests you can do now, and for some helpful testing tips, click here.
- Automation. This tool allows you the ability to set up an email series once and automate the process, so the right audience receives those emails at the right time. For some great examples of automated email workflows you can easily set up, head over to HubSpot for these great tips.
Like any marketing tactic, email – building your list, distributing your messages and nurturing your list – takes time and dedication. But if you put in the work, we guarantee you’ll see the results you’re after.
And now we’re turning it over to you! Tell us: what stands out to you when it comes to email marketing? Any additional tips or tricks when it comes to getting the most out of your email list? Please comment below, we’d love to hear from you!