Email Marketing is Far From Dead - If You Do It Right.
Based on a Radicadi Group worldwide study, before the start of this year, there were almost four billion individual email users in the world - an increase of over 100 million users from the same time last year.
The United Nations estimated that there was somewhere near seven billion people in the world as of Fall 2011, and we expect to be nearer to eight billion by the next count in the middle 2020s.
So, taking those numbers literally, just about HALF of the world’s population has an email account.
We know what you’re thinking, and you’re right. Those numbers are misleading because most people do have multiple email accounts, especially when you throw in work emails. Plus, we all have email accounts that come bundled with our internet service or our cellphone plan that we might never have logged into.
Even with that, the numbers are impressive. It shows that people are engaging with email more and more and as a business owner, you should be taking advantage.
If you just said to yourself, “oh, right, newsletters!”, we would agree that you’re partially right. The concept of newsletters is the reason why most businesses are afraid to market via email.
Earlier in the internet’s evolution, emailing out newsletters was the norm. Ardent fans of your brand might find the information useful, but over time, they’ll tune out. The mass majority of the people you reach will take a look at the very first one, and only scan through it long enough to find the unsubscribe button. Yes, emailing newsletters is one of the oldest forms of internet marketing, and you can make an argument for why it might be useful.
But simply blasting out a newsletter is not anywhere near the way you want to reach people via email if you’re looking to effectively market who you are to potential customers.
Email marketing has the potential to reach too many potential customers to be completely ignored; but you need to be careful about what content you’re distributing. That’s the bad news.
The good news is that finding out the content that works can be super simple. You can get an idea of what your content the people you want to reach enjoy by taking a look at your social media channels and the interactions on your website. Crafting emails that mirror or promote the content that you put online that already works is the first step to creating an effective email campaign.
If you’re still not convinced, take a step back and look at your own inbox. In years past - the glory years of email newsletters - you probably would have seen a ton of junk emails. Inboxes today look different though, with platforms like Gmail automatically weeding out and sorting content for you.
Chances are, now your inbox is sleeker and features content that is still relevant to you - even if you’re not dying to click on it. You might not read each one before archiving or deleting it, but you’re just a compelling subject line away from reading it.
Many business owners choose to ignore email marketing altogether because of the stigma boring and annoying email newsletters has given it. But, a smart business owner will know that it’s a viable and worthwhile means of reaching and expanding your audience.
Don’t be afraid of sending something out that might get a few clicks on “unsubscribe”!
Do work to create content that you can email that might interest your audience, or even attract new business.