A single email newsletter is more “valuable,” than every post that goes to Twitter, Facebook, and Google+, because email is more trackable. This is why you hear the expression “build your list.” In short, it’s extremely trackable.
Many retailers debate the efficacy of social-media marketing on Facebook and Twitter, but they have no doubts about the power of a decades-old technology to drive sales. The killer app is called email.
The number of Black Friday and Cyber Monday shoppers making purchases after clicking through from social networks such as Facebook, Twitter, LinkedIn and YouTube declined by at least 26 percent this year from 2011, even as online sales soared, IBM Digital Analytics Benchmark said last month. So-called social sales contributed less than 0.5 percent of online revenue both days.
According to the Direct Marketing Association, Email provided $39.40 in sales per dollar of advertising this year, followed by $22.38 through Web search, $19.71 from Internet display ads and $12.90 from social networks.
Email marketing is a big deal. If email marketing is not something you’re currently doing, then start, and consider the following tips:
You must design for mobile – The number of people receiving and opening emails on their smartphones is growing. You don’t have to be a marketing genius to see that there is a trend here worth paying attention to. You should design for mobile, knowing that if it’s easily read on a phone, it’s just as easily read on a larger screen. This means using shorter subject lines, less text, and a slimmer layout.
More important than ever is that you deliver value – Email marketing is not going away, but keep in mind that consumers today are more savvy about all things technology than they used to be, and they won’t hesitate to unsubscribe or complain about your emails.
So as long as you’re sending, make sure you’re sending something worth receiving. You won;t hear people complain when what they’re receiving is useful. Special offers catered to their needs, valuable content they want to read, and friendly reminders are all welcome emails.
And since people are checking email from anywhere, and are used to doing it more frequently, there is room to send out more emails next year than you did this year.
Segmentation of your lists – Use email more, and deliver more value, by segmentation of your email lists. With more data available, send custom messages based on user preferences.
The companies that are winning the email marketing game are the ones who are not sending the same message to everyone. Know who your customers are and deliver emails based on their interests and habits. They will get a better response, and allow you to send more emails effectively.
As with any online marketing campaign, it is vitally important to be able to track results. If email marketing is not something you’re currently doing, then start, you can track deliver-ability using AWeber.