Email marketing is not dead. In fact, we are sending more emails than ever. According to Statista, roughly 306.4 billion e-mails were estimated to have been sent and received each day in 2020, this figure is expected to increase to over 376.4 billion daily mails by 2025. Despite the growth of instant messaging, chat apps and social media email has managed to remain central to digital communication.
Does email marketing work?
The average ROI through email marketing is $42 for every $1 spent. Simply put, you invest a dollar and in return receive 42 times from it. This is huge! Not only does it prove email marketing to be a powerful channel but also one that has a significantly high ROI in comparison to other similar marketing channels.
But as the number of emails reaching customer inboxes increases, so does the need to be strategic in order to stand out, engage your audience and drive action. When effectively implemented, the results may really surprise you! According to Constant Contact, targeted emails and list segmented emails drive 36% of email marketing ROI.
How to build powerful email marketing campaigns that convert
So what best practices should be used in order to get the best from email marketing and drive conversions? Here’s a few tips:
Build your mailing list
There are several ways to build a mailing list. The first step is defining exactly who you want on your subscribers list. Using rewards such as discount codes for whenever someone signs up can be a great way to build your list organically. The rule of thumb is quantity of quality when it comes to subscribers.
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Deliver valuable, relevant content
It goes without saying that customers are inundated with all sorts of marketing emails on a daily basis. The key here is to do away with generic, lazy emails and deliver content that is relevant and of value. The thing is although 72% of consumers state that they prefer communications by email. But, you can bet that those consumers only enjoy receiving communications, from companies that send them relevant information.
Measure performance
Using various KPIs such as email opens, reopens, clicks and web traffic is great way to help establish what email marketing content is working and what can be improved upon.
This is a key step in helping you to reap the full benefits of what email marketing has to offer and create powerful email marketing campaigns that convert.
For more on the latest digital marketing strategies and best practices, you can get my latest book, Digital Marketing Strategy.