Do Business Marketing Emails Matter Anymore

RUSHLIGHT MEDIA BLOG

HOME

CONTACT

We share writing prompts, marketing tips, social media strategies, & more. Read along here or:

Do Business Marketing Emails Matter Anymore?

In addition to advanced email filtering, many people these days have an email account just to give businesses for their promotional emails and newsletters. Does this mean they’re being ignored? Is there even a purpose to sending them anymore? Let’s discuss.

YES, EMAIL IS STILL RELEVANT

Okay, so your email is most certainly not going to be read by every recipient. It’s hard get 100% engagement on even direct communication of the highest priority. But each email you send is bait for attention, and a little bait can still get bites.

Email contributes to brand recognition.

This one is simple. The more people are reminded of your brand and what you offer, the more it might come to mind later when they’re ready to make a purchase.

Email can encourage spontaneous purchases.

When not abused, the ability to ping someone’s inbox at just the right moment is a huge advantage. Limited-time offers sent via email can be especially persuasive for those who might be on the fence and just need a little nudge.

Email acts as an archive.

Let’s say a friend’s birthday is coming up. We know we’re not the only ones who will search our email inbox for the right gift. Even if an email doesn’t get an incredible open rate or click-thru in the first few hours, the links are still active, and its existence is still a reminder of what you have to offer.

Email can be customized.

No, we don’t just mean using the contact’s actual name in the subject line, although data suggests personalization can have a positive effect. When we say customization, we’re talking about the content of your email. Segmenting your contacts into multiple lists based on their interests, purchasing habits, budgets, etc. allows you to hit inboxes less frequently and with more relevance, which can increase opens and clicks and reduce unsubscribes. We suggest A/B testing to get this right.

ALWAYS COLLECT CONTACT INFO

Now that we’ve established what email marketing can do, we want to make one thing clear. Even if you’re not ready to start sending emails, or even if you don’t want to dedicate time and resources to a regular newsletter or marketing emails, there will always be an advantage to having a database of customers and potential customers. Go ahead and collect them. A simple form to gather names and email addresses goes a long way. The moment you realize you have big news to share, you’ ll be glad you started early.

WHAT MAKES A SUCCESSFUL EMAIL?

Since email takes very little investment--just the cost of an account and a few hours--any purchase or engagement with your brand leaves you in the green. In fact, litmus claims that the average ROI for email marketing is $36 for every $1 spent. That’s not bad at all. If you’re able to track which purchases originated from an email campaign, we highly suggest it. Besides that, here are some current benchmarks to compare your work against to see how you’re doing.

17-28

OPEN RATE

2-5

CLICK-THRU RATE

according to CampaignMonitor.

OR LOWER

BOUNCES

And of course, we would be making a major mistake if we didn’t mention two things.

If you don’t have time to manage email lists and campaigns, Rushlight Media can do it for you!
If you want articles like this one sent as a monthly digest to your email, you can sign up here.

Thanks for reading.

RUSHLIGHT MEDIA BLOG