Why we all should care about email marketing?

I often hear that emails are dead (or will be soon). But this is not true. Not only is this not true, email marketing is still (and will be for a long time) no. 1 online marketing channel of all the online marketing channels on the world.

I often hear that emails are dead (or will be soon). But this is not true. Not only is this not true, email marketing is still (and will be for a long time) no. 1 online marketing channel of all the online marketing channels on the world.

Email is not dead. And won’t be for a really long time.

Let’s take a look at some stats.

There are over 4.35 billion email accounts accounts. This figure is predicted to reach 5.59 billion by 2019 (Radicati Group)

122,500,453,020 emails are sent every hour (MarketingProfs)

72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently (MarketingSherpa)

68% of consumers find email to be their #1 preferred channel for recieving commercial messages (CG Selections “Nationaal Email Onderzoek”)

66% of consumers have made a purchase online as a direct result of an email marketing message (Direct Marketing Association)

One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer (Forrester Research “North american technographics survey”)

55% of companies generate more than 10 percent of sales from email (Econsultancy “Emailmarketing census”)

Email is almost 40x better at acquiring new customers than Facebook and Twitter (McKinsey & Company)

88% of marketers say email marketing is bringing them a positive ROI (ExactTarget)

Take a look here for even more stats.

How did this look some time ago?

Gary Vaynerchuk likes to say that when he started WineLibrary.tv he used to have 91% open rate and 70% click through rate. Now these rates are much, much smaller.

According to MailChimp:

  • E-commerce: 16,69% (open rate), 2,41% (click rate)
  • Business and Finance: 20,98% (open rate), 2,77% (click rate)
  • Marketing and Advertising: 17,85% (open rate), 1,96% (click rate)
  • Professional Services: 20,49% (open rate), 2,50% (click rate)

But much smaller doesn’t mean it’s not valuable any more.

Email marketing gives you the possibility of contacting your customers/audience directly

There is no middleman between you and your customers/readers/fans. If you have their email addresses – you may write to them directly. Without any algorithms that decide if your content is good and engaging enough to show it to some specific user.

Yeah, you may contact them directly by traditional mail as well, however here comes the second argument.

It’s much cheaper than most of other marketing channels

In comparison to the second direct way of contacting customer/reader – traditional mail – email marketing is much, much cheaper. And easier. Easier, because more people are willing to give you their email address than to give you their home address. Cheaper, because you don’t have costs related to printing materials, buying envelopes, stamps etc. Also, if you want to interest your customer/reader by some online service or website, it’s obviously much more ‘user-friendly’ to have an ability to click on some link in the email, then to rewrite URL from a piece of paper.

In comparison to social media it’s also cheaper. Sure, it’s much easier to collect not-so-small number of fans on Facebook or Twitter than to collect the same number of emails on your email list. But a bigger number of fans on social media does not always mean bigger profit/number of unique users on your site. Why? Because social media sites also want to earn money. And they earn money on advertisements. So they will do everything they can to reduce the number of fans that you can reach organically. Want to show your content to all your fans? Pay.

There’s no such a thing in email marketing.

Database is yours

Yeah, I know that Facebook won’t disappear in the near future. So you won’t lose your audience this way. But e.g. banning your account is a much more likely scenario. This could happen to anyone. Any time. And if you are banned, you have absolutely no possibility to contact your audience, promote your content, sell stuff.

And if you want to export your list of fans to import it in some other tool? There’s no way you can do this.

There’s no such limitation in email marketing. If you have the list of email addresses, you won’t lose it. It’s yours. And if you want so – you may easily export it and import in some other tool. Anytime.

There are less emails in your inbox than messages on any of your social media accounts

You may receive lots of emails per day. I do. However, it’s still much, much, much smaller number than the number of posts, statuses and messages which appear on my social media accounts day by day.

And of course it’s much easier to interest someone by something if there’s less distractors around.

People give you their email address because they trust you

I can like as many pages on Facebook as I want. Just like I may follow as many accounts on Instagram or Twitter as I want. The same thing is with following/liking people on Snapchat or LinkedIn. Why? Because it doesn’t cost me anything (including time). All of these sites/apps will choose content that could interest me. I (as a user) don’t have to read all pieces of content that appear on these pages or accounts. This content disappears (really disappears or is going to be lost in other pieces of content produced by other content creators).

There is no such thing in the case of emails and email marketing. If I receive an email, I need to spend some time (e.g. some split second) to read at least the subject. So I will be much more careful in providing my email address to anyone than in clicking ‘follow’ on any page/account on social media sites.

If I provide you with my email address, it means I trust you.

You need to try harder to get someone’s email address and not make them click ‘unsubscribe’

Because of above there are two things you need to have in mind in case of email marketing.

The first one is that getting someone’s email address is tough. The second one is that all the people you have in your email list may always click ‘unsubscribe’. Any time.

So work hard. Because your content (emails – in this case) has to be as great as possible. There is no room for bad cases. Your emails have to be good and interesting.

A great example here is the newsletter of The Hustle. Their emails are so freakin’ great. If I see that their email’s subject looks interesting for me then I click on it, because I’m 100% sure that the email will be also interesting. As opposed to some other newsletters I subscribe, where even if I see an interesting subject, I think twice before click on it.

For the same reason I recently started to send Sunday Inspiration emails to all subscribers of my newsletter. Every other Sunday, so it’s no so often. And also as interesting as I can make it. And it was worth trying. My open rate is the best proof here.

Give me a try. Subscribe to my newsletter and let me know what you think about it.