We have all been on the receiving end of email marketing. And fair enough, we may have some mixed feelings about them- especially when you’re waiting on that one email to come through but alas- it’s your friendly neighbourhood cab app chipperly reminding you that there’s a 15% deal up for grabs! And the only mental reply you can muster is “read the room.”
In 2022, the world was forecast to have 4.2 billion email users. By 2025, that number was forecast to grow to a whooping 4.6 billion users (Statista, 2021). Half of the world’s population! This mode of receiving and sending information has become as widespread as it was ever envisioned to be.
As a tool for marketing however, we know that emails just don’t carry the exciting or spontaneous ring to it, bursting at the seams with the unknown the way newer-to-the-scene avenues like social platforms do.
But as you explore different avenues to get your brand out there, humour me! Why does email marketing sit on the mantle it does?
Old Girl’s been around for a long time!
Fun fact! Email marketing has been on the scene since the Early 70s.
When Earth , Wind & Fire and the Jackson 5 were making noise, so was she!
We always have to give respect to something that has stood the test of time when so many hadn’t been able to break away from being a fad, and 40 years give or take is no joke!
A veteran, and a formidable one. It’s worth exploring!
The ball is in your Audience’s (or inbox’s) court
There are more aggressive means of taking hold of consumers’ attention these days.
Email marketing has proven to be a less invasive means of reaching out, which has in turn been one of its strengths. Allowing your audience to engage on their own terms, can yield more organic results.
It’s up to just how persuasive your tag lines can be, and what the response to them can tell you!
Personalising your brand
An email is a chance to give your brand a voice! A chance to personalise yourself passed your logo.
You are in control of your tone, language, design and content, you control how you will be received.
Your email marketing style is a very telling reflection of your brand, which can lead to better understanding, loyalty, trust and consistency with your customers.
An easily customisable, quick & swift to launch marketing tool
The beauty of an email is that it’s easily customisable to personalise a customer’s experience. In comparison to tools such as billboards and radio ads that aim to cover a broad audience in a short time span, you’re able to communicate at a more humanised level, and can even go so far as to send unique ones if you so wish.
Also, in comparison to other tools that require the time to plan execution, distribution and design, the time invested in putting together what you would like to send out is much shorter.
Analytically measuring the impact of your emails
In this day and age, data is power! Emails allow you to track and capture information that will do wonders in you gaining further knowledge and understanding of your target audience.
Learning what it is about your written material that is aiding your brand, which areas aren’t quite landing, and more, will work wonders in helping you figure out how to maximise your efforts, and get the most out of it, and get it right. Plus, you’re able to really gauge if your intention in your approach is what is being received.
I’ll leave you with just a little bit to chew on, and to subtly work in that 3 out of 4 people are email users today. The online world is your oyster! Seize it with a little help from the digital bees!
