There was a time when email marketing was hot, hot, hot. It was a way for marketers to engage with huge numbers of people simultaneously and perhaps most importantly, unlike a phone call it was a technique that wasn’t particularly time dependent. This is exactly what made email great… and it’s exactly what’s made it fall out of favour.
Today’s buyers expect real time interactions. This expectation is one reason why social media marketing has taken over – it offers brands and consumers a means to communicate without the time lag. Add in ‘reader fatigue’, and we’ve got an audience that doesn’t especially want us to engage through email. But does that really mean that we shouldn’t be using it?
No. Time and time again, we hear that the humble email provides the best ROI of any marketing activity. It can be personalised, it’s measureable and it affords you endless ways to get creative. It’s time to fall in love with email marketing all over again.
The Evolving Landscape
Social media has dominated the marketing landscape for a while but, we think it’s fair to say that things are slowly changing. One of the biggest factors driving change is privacy; something which has become an increasingly vital consideration for today’s web users. This is especially true following the Facebook / Cambridge Analytica scandal back in 2018 which saw massive data breaches making national headlines and causing political fallout.
While audiences may not *like* email in the same way that they can’t wait to log onto their Insta feed or fire up Facebook, we can’t overlook the fact that in a privacy-focused world, email works. In fact, some data suggests that nearly half of all consumers prefer to buy from a company who sends them email newsletters. Why? Because there’s a pre-formed relationship there, and pre-formed trust; there’s familiarity.
Email is a hugely effective means of communication, even when it’s compared side by side with social media. Research shows that engagement rates are better with email than social, and that email conversion rates are 4.15% higher.
Old Method, New Approach
So the question we’re left with now is how can marketers use email and actually have their audiences be onboard with it? The answer is to take a new approach to this old way of working. It’s important to consider why audiences may balk from email. While the communications lag we discussed earlier has an impact, so does the fact that the way people use the internet is changing. Mobile ecommerce is on the rise, which means that an increasing number of people are shopping on mobile while they’re on-the-go.
And that’s important. Shoppers on-the-go don’t want to be met with the sort of long winded emails that we might have sent previously, when our audiences were sitting down at their computers with a cuppa. They want short and snappy communications that ensure the delivery of a clear message at a glance, without all the fuss.
Feel the Love
So perhaps it’s not really that marketers have fallen out of love with email marketing, or that audiences have fallen out of love with email marketing… Perhaps it’s more that there’s been a disconnect between what buyers want and what brands have delivered. Far from being a problem, this is a huge opportunity for businesses keen to build the ultra-effective, humble email back into their marketing strategy.
Research shows that, even in spite of new channels like Facebook and Twitter, email is still a very effective way of communicating. And by adapting our communication approach to meet evolving needs, maybe we’ll rediscover the spark for this lost art.
If you’re ready to fall in love with email marketing all over again, contact the Adrac team now to find out how we can help.