One of the biggest misconceptions around today is that email no longer has a place in a modern marketing strategy. This is probably due to the fact it’s been around for 40 years, but the truth is that email is just as relevant today as it was in the beginning. In fact, it’s more relevant than ever.
With an ROI of 38-1, email marketing is one of the best investments your business can make.
The average person checks their email 74 times per day.
54% of all emails are opened on mobile devices.
Email is the most popular phone activity for 81% of smartphone users.
If you’re an entrepreneur, business owner or marketing leader, this is crucial information. Think about it. Most of your customers are walking around out there right now with an instant way for you to communicate with them. That’s powerful.
Leveraging the Power of Email
So email is important, but what do you do about it? For starters, you can’t just send countless emails to a contact list. Your emails will be flagged as spam and it won’t be long before you’re blacklisted and unable to use email marketing at all. Talk about frustrating!
To truly leverage the power of email, you need three things:
A contact list of people who have given you permission to email them
Email software that lets you properly segment, optimize and analyze
An understanding of email’s role in your business
Once you’ve established these basic email best practices, you can fine-tune the details of each email to maximize its effectiveness.
Optimizing Each Email
Before you compose an email, think first about its primary goal. What are you trying to accomplish with this email? Are you trying to get a customer to sign up for a consultation? Do you want them to download an offer? A primary goal is more important than the number of opens and clicks.
Next, make sure your email is going to the right person at the right time. What part of day makes most sense for your buyer persona? Have they already fulfilled your primary goal in the past? Does it make sense to email them at all? Segmentation and personalization are two of the most important elements of a successful email. Quality content is also essential.
Of course, this is just skimming the surface of what email marketing can do for your business. But as the statistics show, it’s still relevant today. By leveraging the power of email and optimizing each one you send, you’ll be setting yourself up for success.