The Power Of Email Marketing is Still Here

The Power Of Email Marketing is Still Here

www.humanisethebrand.com

You are getting a bad open rate, you are getting bad CTR, Users

started opting out from your list. These events force you to think

that “email marketing is dead ?”

It is a reality that business results from your mailers are going

down but it is not true that email marketing is dead.

Email is still most effective interface between you and your

customers. Every medium gets matured with time. So you require

to learn and modify your strategy accordingly.

Data suggests mailers are still most consumed communication.

“More than 34% of the people worldwide use email. That’s about

2.5 billion people.”

“91% of Internet users between the ages of 18 and 64 send or

read email.”

“The world sends about 196 billion emails daily. Out of this 196

billion emails the majority, 109 billion, is business email.”



Email marketing is still your one of the main marketing channel

here is reason ….

A) The easiest way to connect: It is direct; It is between you

and your customer/prospects. You directly send a message and

directly receive responses. There are no intermediaries like

google, facebook, twitter, LinkedIn etc involve.

B) Very Personal: We are living in multi-screen/platform world

where getting undivided attention is the biggest challenge for

marketers. Your customers or prospects email inbox is still

extremely personal space where you can gather undivided

attention of your prospect/ customers

C) Cost Effective: Sending emails are easy and inexpensive. You

send emails to a large number of people on nearly no cost per

mail.

D) Freedom from Algorithm: You are always trying to break

the Google/Facebook algorithm. You invest huge money to get

your rank up on the search engine.

You boost the facebook posts to get through edge rank algorithm.

I am not saying that is a bad idea. They are very good channels

but when you compare it with Email marketing it’s you and your



customer’s direct relation, no algorithmic filter stopping your

communication.

E) Hyper-personalised and action oriented: Most attractive

part of email marketing is its ability to get hyper-personalised.

You can personalise your mail according to the various stage of

your customers buying cycle. You can make your personalisation

in a way to invoke the action from your prospects.

F) 100% automation possibility: We are living in a complex

digital environment where doing everything manually is not

possible. The level of automation you enjoy with email marketing,

it is not possible with other platforms. From creating awareness

to nurturing to getting buying process done to building post-

purchase relationship. Everything can be automated successfully.

G) Measurable: Like any other online channels, it is measurable

too.

These aforementioned factors are still surviving and still no other

channel can match the benefits.

The success of your email marketing depends on the quality of

your email list. You should know the fact that every year around

22 % email IDs become obsolete.

So you should keep your list clean by removing obsolete IDs and

adding the fresh list.



HOW TO BUILD EMAIL LIST?

Getting email Ids from customer/prospect is an exchange. It is

not free. You have to deliver something for getting precious email

ID of your prospect.

There are multiple ways to get an Email ID from users.

A) Create Awesome Content on Your website: This is the

most common but toughest technique to build a list. Create

content that brings wow factor or thank you factor then, readers

will start feeling that they should not leave any new update or

content on your site. This will motivate them to push subscribe

button.

B) Ask to subscribe: Your user won’t bother to navigate a

subscribe button. You will have to guide them or ask them to

subscribe. There are multiple techniques to ask for the

subscription.

1. Simple Subscribe button on sidebar/header/footer

2. Subscribe Pop-up with close button option

3. Email Gateway – Here user has to enter his/her email id to

see the content

4. Scroll format – Here subscribe form scroll up or down when

user reading your content, screen is dynamic and users



don’t have to click the close button. they simply scroll up or

down to get back on their content.

There is no full proof way that tells you that you should choose

any specific technique. Your technique depends on the bargaining

power of your content.

If your content is like no one would want to miss, you can use

any technique. People will simply love to give their Ids.

I think you should first do multi-variety testing and then take the

decision.

C) Gated Content: This is the popular way to collect Ids. You

have to create a quality content PDF (Eg: Guide, White Paper,

Industry Report, Case Study etc.) and offer your visitors to

download it free in just exchange of an Email Id.

You should use social platform to get more & more downloads.

D) Create Online Contest: Create an online contest on the

website and your social channels where participants would have

to enter their email IDs to take participation.

E) Leverage the power of social: Run a sign-up campaign on

the social channel. I would like to mention here that facebook is a



very powerful place to do sign up campaign. Facebook offer pre-

filled options where just three clicks enable the user to sign up.

F) Ask people to sign up in your Youtube Video: Every

content which you are promoting on youtube can give you Email

Ids in exchange. Use sign up call to action button. Give a shout

out to sign up at the end of your video.

G) Organise Webinar: Organise a webinar or co-host with well

know organisers. People will sign up for it and hence you will

receive email ids.

H) PPC Campaign: Use PPC campaign to bring users on the

landing page where they can share their contacts.

H) Integrate Your List building program with offline

activities: There are many offline activities you must be doing. If

you are a blogger or doing something completely online then also

you are meeting up with hundreds of people every month, take

their consent and collect their ids.

If you are working professional then integrate list building with

every activity your company is doing offline. You can collect email

IDs from exhibitions, conferences, road shows, activation events.



You can use QR code on marketing materials (Brochure, Flyers,

leaflets etc) to bring them subscribe for newsletter pages.

So these are the simplest techniques you can use to build the

email list.

My suggestion is please don’t purchase email ids from any

source. Nobody likes to see strangers in their email inbox. You

can get blacklisted or marked as spam.

BEST PRACTICES

A) Avoid Bulk Email: Don’t send the same email to everyone.

Your prospects might be on the different stage of buying cycle.

So seeing useless mail can irritate some of them.

The second type of bulk mailing is, you bought a list from

somewhere and just shot an email. This is more dangerous.

There is a chance of getting blacklisted or mark as a spam.

B) Personalize the communication: Design your mail

communication in a way that user feel that you wrote the mail



specially for him/her. For personalizing, you will have to do lots of

segmentation and classification. You can automate all that later.

There are hyper-personalisation options available in many tools

eg: How is the weather in [CITY] (Here you can do mail merge of

geo-tagging of user location and automation tool will insert the

same)

Use personalized auto responder when anyone opt-in.

C) Respect Persons Time and Add Value: Most precious thing

in this world is time. If I spent the time to read your mail then

you should deliver appropriate value which makes me better me.

Simple !

D) Write compelling Subject Line: Subject line is the opener

of your mail, a user first read your subject line and then decide to

open your mail or send that in the trash folder.

E) Humanise Your Mail: Human does business with human

only. Your mail should not sound like a machine, who is talking

on behalf of you to your customer/user. Give human touch in

your mail. Use human emotions in your communication.



F) Landing page should be sync with mailer: It is very

important that your landing page should look like a further

extension of your mailer. So avoid using common landing pages.

Develop special landing pages with every mail campaign.

G) Must have “unsubscribe link”: There is n number of

reasons when your users can take a decision to stop getting mail

from you and you should respect their decision and facilitate

them with unsubscribe button to do so.

H) HTML Vs Text: This is a big debate that which email format

is best. In many cases, HTML mailer fails to cross security wall of

mail inbox. But still there is no right answer; you should have A/B

testing.

In generally when you have some promotional messages like sale

or discount, there HTML format works better. Text mailers are

reverse engineering of email marketing. It works greats when

you are doing very personalized mail campaigns. It works well

also when your HTML emails open and CTR rate is going down.

Keep agnostic view upon the format use which is working best for

you or you can use a good mix of them also.



I) Test Your Mail Before Pushing Send Button: You can

choose focus group to test your mail first. You can do the famous

5-second test as well (Send a copy of the email to a friend or

business associate. Can they quickly tell what your call-to-action

is? If so, you’re golden. If not, keep working.)

J) Sustain The Relationship: Sustaining a relationship with old

one gives you better ROI than acquiring the new one. Sustaining

the relationship is very simple, just understand, engage and solve

the problems of your prospect.

FUTURE OF EMAIL MARKETING

So now when we talk about future of Email marketing then

definitely it is not dead now and won’t get dead in coming future

also.

A) Mail will remain primary source of personal

communication of users

B) Email Blast will have to die. Day by day email service

provider becoming better and better in filtering out spams.



C) Personalisation is reality, hyper-personalisation is

future

D) Rich media (GIF ) is going to be more and more in the

content

E) Advanced Remarketing will be a game changer, Eg:

Person who opens your mail will be retargeted on social

and through banner or video ads on network sites. You can

retarget people on facebook who open your mail.

D) Data-driven triggered mail will continue to grow in size

and sophistication.

E) Email ROI will be still best.

F) Embedded Video Play inside the mail will be a reality.

Right now no major player is able to play.

G) Fluid and hybrid mail design will be normal.

H) How to get the attention of user in his/her inbox will be

still the most asked question.



NOTE: There is a very thin line between doing email

marketing and spamming. Be Careful !

WOW! You are ready to rock ☺

Date post:	05-Apr-2017
Category:	Technology
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The Power Of Email Marketing is Still Here

Technology