Email makes the world go around, right? No matter how many times you read about “the death of email”, it remains paramount in the online world. In fact, I’ll bet you’ll receive at least two emails in the time it will take you to read this article from start to finish.
Are all emails created equal? No, not exactly.
According to Salesforce, the top 3 uses of email are newsletters (66%), promotional content (54%) and welcome series emails (42%). However, the top 3 most effective emails are mobile opt-ins (76%), birthday emails (75%), and transactional emails (74%).
Promotional emails get a bad rap, but when they work, they really work. SocialMedia Today, 43% of recipients made at least one purchase last year based on a promotional email.
Email is one of the few marketing channels that spans the full funnel. You use email to raise awareness pre-conversion. To stay connected with content subscribers. To nurture leads to customers. To encourage repeat purchases or combat churn. To upsell existing customers.
As an ecommerce site, you likely send emails regularly. Black Friday emails, Valentine’s Day emails, BOGO emails, confirmation emails, thank you emails, reminder emails…the list is endless.
Are you getting real results or simply opens and clicks? Are you promoting the right products to the right people at the right time?
In the last 5 years, email has been pronounced dead half a dozen times, if not more. The truth is that email is very much alive and, for most optimizers, it’s far from being on its proverbial deathbed.
How can there be such a divided opinion? Segmentation and personalization are the answer.
Cold emails are unsolicited emails sent to previously uncontacted recipients.
The term has a bad reputation. To many, cold emails are synonymous with spam and a nuisance—one reason why U.S. workers spend 3.2 hours checking their work email each day.
Why would anyone want to use cold email? Because, when done well, it can work. Cold email is not a replacement for inbound methods but a supplement—a way to drive near-term growth while inbound campaigns gain traction.
If there were only one email campaign we could send for 350+ of our online retail and eCommerce customers for rest of their lives it would be this one….
The cart abandonment campaign.
“Email marketing is dead.” That’s what a digital marketer told me while trying to sell me his messenger bot software.
But email isn’t going anywhere. Customers who buy through email spend 138% more than those who don’t sign up for email offers. And email marketing has an ROI of 28.5% compared to 7% for direct mail.
You finally decide to invest the time and money into building an email list. Tons of articles explain the importance of email marketing for your business, but you continue to fail at achieving results. Instead, you experience:
- Low open & click-through rates
- High unsubscribe rates
- And worse, you’ve been reported for spam.
So what are all the other successful email marketers doing that you’re not? Are they smarter than you? Is there some secret tool everyone is keeping to themselves?
Here’s the difference: You’re “spraying & praying” by sending the same emails to your entire email list.
And this needs to end.
Compared to social media and content marketing, email is a mature channel for engaging online consumers. Its longevity is a testament to its ability to increase sales, converting leads into buyers and buyers into repeat customers.
Email marketing is one of the fastest ways to drive sales of any online channel. Think about it… What other channel lets you launch something and drive sales immediately?
But the biggest challenge most businesses face is they don’t have an email database (which I’ll interchangeably refer to as a ‘list’) big enough to see the benefits of email.