What if you were ignoring one of the most powerful marketing tools in your arsenal?
When it comes to digital marketing, it’s easy to throw money at many different solutions without seeing any real results. But there is one solution that offers both amazing results: mass email marketing.
Unfortunately, many businesses dismiss mass emails as a thing of the past. Keep reading to discover why mass email marketing should be a cornerstone of your digital marketing strategy.
Why Mass Email Marketing Is Popular
Over the past decades, we have seen the internet evolve in many ways. The simple websites of yesteryear gave way to social media giants, video streaming sites, and so much more.
Compared to all of that, emails have changed relatively little. And it would be fair if you are wondering if mass email marketing is still popular in this day and age.
The short answer is “yes.” The slightly longer answer is “yes, if you do it right.”
For example, you can’t just spam random people with random messages. For maximum effectiveness, you need customers to opt-in. You can get them to do this by offering something valuable (such as a free ebook) in exchange for them signing up to your email list.
By focusing on the customers who have opted in, you already have a warmer potential audience. And if you continue to offer valuable content in your future emails (for example, info that helps customers save time or money), they will become that much more loyal to your particular brand.
When Bulk Isn’t Bulk
Another term for “mass email” is “bulk email.” This has often been a negative term in the world of email marketing because it brings to mind the mental image that you are sending impersonal emails to countless people and simply hoping someone will take the bait.
However, modern “bulk” email is anything but bulk. As we noted before, you should focus on customers who have opted into your messages. Additionally, you can add personalization to your emails so they don’t feel like random messages sent to strangers.
So don’t think of modern mass email marketing as the old school “spray and pray” method. Rather, think of this as targeted marketing on a large scale.
Valuable Data Comes From Customers
Historically, many businesses have been shortsighted when it comes to email marketing. That is because they mostly focus on the immediate CTAs of the emails themselves. Such CTAs help drive sales, company website clicks, and much more.
However, there is a serious long-term value that comes from email marketing. That’s because these interactions with your customers help you collect invaluable consumer information.
Analytics is at the heart of all digital marketing because it allows you to better understand both who your audience is and what, exactly, they want. By collecting information about your consumers each month (which you can supplement by encouraging them to complete customer surveys), you can fine-tune your marketing efforts and even perfect the products and services that you offer.
Email marketing has always had a great ROI (more on this later). And by using it to collect valuable customer data, you can get even more bang for your buck.
Email Marketing: Still Highly Effective
It’s one thing to say that email marketing is still effective. But what do the actual numbers tell us about the email marketing process?
It all comes down to what kinds of emails you are sending. For example, a recent study found that welcome emails (the standard follow-up emails you send after a customer signs up for something) have an open rate of 82.21%. Meanwhile, triggered emails (the kind that is automatically sent after a customer clicks on something, for example) have an open rate of 44.07%. Finally, standard email newsletter is 20.48%.
Obviously, some of these emails are more effective than others. But if you can firmly establish value in the welcome email, you can retain more people for a standard newsletter. And the good news is that the ones who stick around and regularly open your weekly emails are going to be a warmer audience that is much likelier to make a purchase.
Email Marketing Offers Serious ROI
When it comes to the effectiveness of mass email marketing, the open rate is only one part of the equation. The other part of the equation is, of course, the ROI. And it is almost impossible to beat email marketing when it comes to ROI!
The same research mentioned earlier found that email marketing has an ROI of 4,400%. In other words, for every one dollar you invest in it, you get a $44 return.
By creating a winning email campaign strategy and investing even a fraction of your marketing budget into mass email, you can grow your company in a very short period of time.
Email Is “Low-Pressure” Marketing
Why, though, do modern customers still respond so well to email marketing? One way to think of this is that email remains the most “low-pressure” marketing technique.
Modern audiences (especially Millennials) really hate receiving phone calls, preferring instead to text. Because of this, many companies use social media to reach customers, allowing someone hesitant to make a phone call to send a DM instead.
However, these social media interactions are poor ways to actually market to customers. If you try sales techniques on a skittish Millennial over Facebook, for example, they are likely to stop messaging you. That is because the text-based exchange has taken on the more annoying aspects of a phone call, forcing them to listen to a sales spiel when they have other things to do.
Emails, however, can be opened at any time or simply ignored altogether. Customers don’t have to make a call, worry about texting back, or anything else that stresses them out. Perhaps this is why recent research discovered that 60% of consumers indicated that email was their preferred way to receive updates and promotions!
Improve Your Mass Email Marketing Today
Now you know why mass email marketing is still so effective. But do you know who can take your email marketing game to a whole new level?
At Vertical Response, we can help you implement email automation, autoresponders, A/B testing, and so much more. To see what we can do for your business, simply contact us today!
© 2022, Chris Duncan. All rights reserved.