The emerging importance of Email marketing in 2020
If you happen to be a digital marketer you may be wondering how you can use email to reach your audience with relevant content at the right time. Or maybe you want to know how you can incorporate email into your digital marketing strategy to best complement other channels. Maybe you’re curious about what remarkable email marketing looks like in 2020. In any case with this article, you will fully understand the importance and possible potential benefits of implementing email marketing within your strategy.
What is email marketing?
First of let’s speak briefly on what email marketing is. Email marketing is a highly effective digital marketing strategy of sending emails to prospects and customers. The effective implementation of this strategy can create emails to convert prospects into customers and turn one-time buyers into loyal, raving fans.
Consumers Prefer Email
The main reason email marketing is an effective strategy for companies is simply that consumers highly prefer email over other mediums. Since most small businesses are working with limited marketing budgets and in some cases minuscule in comparison; it means they can’t waste time or money with marketing tactics that won’t resonate effectively with their target market. While social media has become a popular way for small businesses to communicate with their audience, brands sometimes just can’t get the organic reach they are looking for through these channels. Social media isn’t the only answer to communicating with your audience; email can also provide a professional and direct medium for businesses to reach out to their leads and customers. In addition, most consumers actually prefer to communicate with brands through email. It is most likely that email is permission-based. It’s convenient, personal and consistent. The names on your list actually agreed to sign up because they want to get updates or information from you. They’re interested in learning more about your brand including your promotions and discounts. And that alone makes email marketing such an effective strategy to reach your consumers.
Email Helps You Reach More Mobile Consumers
In today’s age mobile use has become increasingly popular, and with that digital marketers can take advantage of getting in front of consumers. Although not all consumers shop from their cellular devices, many will check their email from these devices. Currently reading and delivering emails is one of the most popular activities for smartphone users, beating out web browsing, the Facebook app, and even apps for maps or directions. Unlike creating an app or SMS marketing, this kind of online marketing does not require small businesses to invest a significant amount in new technology or different types of software. In addition, it allows your business to reach beyond smartphones to connect with consumers on other types of mobile devices like tablets.
Now that you are aware as to why email marketing is an essential piece in reaching mobile customers, let’s discuss optimizing your emails for such devices. 48% of emails are opened on mobile devices, and 69% of mobile users will delete emails that aren’t optimized for their device. This means it is essential to keep optimizing your email marketing for mobile devices so you don’t miss the opportunity to reach your audience effectively.
Now how do you implement this?
Remember to keep it simple. Consumers respond positively to a clean and simple email design that translates well to a smaller screen. It’s important to start with a responsive template optimized so that subscribers will be able to read on their mobile devices.
Limit your images. Images are a great way to engage your audience, however, you should limit the number of images and large images in your email messages. Too many images can affect your load time, increasing it to a longer extent. Larger images may not be viewable on a smaller screen without excessive scrolling.
Optimize your text. Paying attention to your images in your email messages is a great way to improve your emails but that’s not the only way to improve your emails; you will also have to be conscious about your text. You want it to be easy to read and scroll through on a smaller device screen. Make sure the message gets to the point right away and avoid using long paragraphs.
Use CTA buttons. When it comes to your email call-to-action, use a button instead of a link. Buttons are easier to click on a touchscreen device than links. Use calls to action like “Sale Here”, “Learn More” or my personal favorite “Buy Now” Make the button large enough for those with larger fingers to easily click and navigate to the next step in the buyer's journey.
The effects are easily measured
As you may know with some means of marketing, it may have been a challenge to be certain whether the money you have invested is paying off. However, with this kind of marketing, you can easily measure how much effect has the campaign had. There are numerous tools on the Internet that can help you in your strategy. For example, you can measure the click-through rate, Open Rate - your open rate is the percentage of your email recipients who opened your email and also see how your customers arrived at your website. This way, you can easily decide whether email marketing is paying off or not.
Email and content marketing
Email marketing can also be integrated with other tactics by offering your business a platform for promoting new content. Let us point out that content marketing is a vital part of any digital marketing strategy as it allows your business to educate and connect with your leads and potential customers. However, it’s important to note that your content marketing is only effective if you have a way of getting your content in front of those leads. Email is an effective way to promote this content across your target market, allowing you to get more eyes on your content and drive more traffic back to your site.