Countless times we’ve seen email portrayed as uninteresting and simple, a mere role player within digital marketing strategies. Given the fact that email is one of the Internet’s cornerstones since the very beginnings, to assume that it carries little interest can be a deadly mistake. Not only it is one of the most effective communication methods ever created, but it also works as a powerful and consistent marketing tool. There’s even a saying between digital marketing strategists for its reliability: email is gonna outlive us all.
As most things that survive the pass of time in the Internet era, email has evolved through the years, and still proves itself as a very effective player. For example, according to Mailchimp’s stats, email marketing campaigns grant a very attractive average open rate of 21%. And we’re talking about a company that sends +10 billion emails per month on behalf of its users – numbers not to be taken lightly.
The first thing to know about email is that it works in a perhaps riskier way than let’s say a Facebook or Google ad. For example, an ad that doesn’t get enough conversions can be tested, refined, changed, improved and relaunched. The worst thing that can happen with an ad is not getting enough eyeballs and clicks – a problem, sure, but one that can be adjusted and solved fairly quickly. Email, on the other hand, plays on a different court: the user’s inbox. The rules are different in the inbox; if you mess up, you get a spam label. In little words, game over. Digital strategists and brands that want a shot in the game should always remember that in the user’s inbox, exile is always just a click away. It’s their territory, not yours nor a neutral one.
When it comes to email marketing, a quick look at the Internet can be overwhelming: tons of advice, do’s and don’ts, rules and tips. Heads up, we’ll make it shorter for you:
- Propose first. It’s always better to ask first. If it’s not required, don’t push it.
- Personalize. When engaging, know who you’re reaching. This includes name, interests and appropriate hours: cold emailing is just as obnoxious as cold calling. Email means you’ll be approaching people on sensitive ground, not just viewers, consumers or audiences. You’ll need to know their names, interests and motivations.
- Dress up. Make your messages beautiful, both in terms of content and design. Like old-school mail, make people crave for it, expect it, want it.
- Be relevant. Once you’ve got someone’s attention, it’s showtime. If you don’t have anything relevant to say or give, chances are you’ll get blacklisted. Never show up with your hands empty!