Is Email Marketing Still Relevant?

As a web-focused business, you will probably have been using email marketing, either in-house or via a digital agency for some time now. The question as we move further into 2020 is… is email marketing still relevant? 

You might think that email marketing is far too traditional and not dynamic enough. But a digital agency might have something different to say. The advent of smartwatches and wearable devices give people new ways of receiving and interacting with email marketing. It is arguable that these devices are making email more relevant and impactful than ever before.

The nitty-gritty of email marketing hasn’t changed too much but let’s look at those fundamentals. Relevancy. Marketers and companies need to figure out how to communicate in a way that is relevant to and resonates with consumers, such as promotional video production. Relevance is often more important than the actual content, so be as targeted as you can with your messages. Next, make sure your email marketing gives consumers something which they can act on or which demonstrates your business’s authority in a field. Finally, make sure that any email or other message to your customers finishes with a call to action. This should funnel readers into a specific action, such as making a purchase or clicking through to your website to view content. Talk to a digital agency about making your email marketing personal, personable and actionable for consumers reading it.  

Are You Making These Email Marketing Errors?

Email marketing is far from over in 2020. Today email is a huge part of any professional’s daily life. When email marketing is used correctly it can be a powerful weapon in a marketer's arsenal. However, there are several errors that are commonplace and threaten the value of your business’ marketing campaigns. Check you aren’t making these mistakes.

Discuss with your digital agency to see if you are making any of these errors. One of the most common mistakes is to stick to the same subject lines again and again. Following a formula that has worked sounds like good practice, however, following the same formula can end up boring your audience. Brand authenticity is also key today over sales tactics such as offering a ‘last chance to register’ for a product or service. Social networks are a great way to stay in contact with your customers. However, oversharing and running spiels of copy in your email is a great way to turn people off. Keep your copy short, punchy and to the point. Don’t waffle. Your copy should also engage the reader and make them want to click through to your website. 

 Today almost half of all emails are read on a mobile device, a smartphone or tablet. Ensure your email templates are responsive to different device environments. Test how they look on different devices and make sure they will be appealing to your readers. Does your digital agency segment your email audience data? This doesn’t have to be complicated, but you should at least segment by interests and other attributes you know which can affect their purchasing decisions.