The ‘But’ on Email Marketing

Whether or not email marketing is an effective tool has had business owners and entrepreneurs torn for almost as long as the strategy has existed. Today we explore if email marketing has made a comeback or if, despite the rumours, it has always been alive and well. We understand this would be a pretty damn anticlimactic blog post if we presented you with all the facts and figures only to tell you that, alas, you’ve been throwing your money away on emails. Oops. Here’s our disclaimer: it won’t be heading in that direction, however, nothing is ever that straight forward is it?

Here comes the ‘but’ on email marketing. An effective email marketing campaign that gets clicks and ultimately, results, is a process that takes both time and effort. Nonetheless, if you’re willing to put in the work required to produce an exceptional email marketing campaign, the results are invaluable. *Cough* According to stats revealed in a blog post via News Cred earlier this year, the return on email marketing is on average $44.25 for every $1 spent *Cough*. To put it into perspective, even the most lacklustre email campaigns provide results. Therefore, imagine the possibilities a strategic, well thought out and executed campaign could deliver your business.

So, it’s one thing to say “Get out there and whip up your brand an amazing email campaign, stat…” but how does one do that? In our experience, the elements that make up the most successful email campaigns are:

  • Timing
  • Relevancy
  • Engagement
  • Content
  • Testing
  • Mobile-responsiveness

Real time marketing or always on marketing as it commonly referred to within the PR arena, is a great way of projecting an image of relevance and authority. Using real time marketing within your email campaign paints your brand as a more credible source than your competitors who don’t. Tailoring your email campaign to utilise industry advancements, pop-culture and specials occasions (e.g. Easter, Christmas and sporting events) keeps emails personal, relevant, timely and away from becoming stale and un-engaging. If you can master the art of using real time marketing to push your company’s agenda, your email marketing campaign is likely to exceed your expectations.

Although engaging copy will always be paramount to the overall success of your email marketing campaign, in today’s ever-changing digital age the term content is constantly evolving to cater to new techniques. At the moment the flavour of the month seems to be the use of video and animation within emails. As video continues to dominate the digital world this year this is no big surprise. However, it’s important to remember that you can use whatever gimmick you wish, just do it justice. If the message isn’t strong and the quality leaves a lot to be desired, no amount of sparkle will rectify that.

Thanks to smartphones and our on-the-go lifestyles, mobile has become a relentless force. Mobile rivaled and then surpassed desktop’s generated traffic, and now more and more people are reading and responding to emails in transit. If you’re not creating emails that are mobile responsive you’re putting your business at a huge disadvantage and undoubtedly producing copious amounts of wasted clicks.