If you’re handing out crowns, email marketing wears it. It’s a tactic that all marketers rely on as it drives results time and time again.
Sure, there are lots of experts, and you can try to learn something from all of them, but rather than put yourself through a wild goose chase around the internet, this cool graphic from customer engagement firm MageMail gives you the skinny on why you should do email marketing in the first place, ways to think about it, tactics for getting the best possible results and finally, in what areas you can test your theories to optimize every campaign you send.
Still the most effective means of generating awareness, building relationships and creating conversions, the medium that’s been around since the 1970s (yes, the first email was sent way back in 1971 by Mr. Ray Tomlinson on a computer half the size of your bedroom) the humble email is still an essential tool for building dialogue and establishing trust with your audience.
Since those heady days, the number of email accounts worldwide has blossomed to somewhere in the vicinity of 4 billion (give or take a few hundred million). It’s a fact that despite what people say about social media, we spend more time in our inboxes than ever, so being present there too makes perfect sense.
In 2017, if you’re in business, you have to be in email marketing. More than any other medium, it achieves the following;
- Reach (we just told you about 4 billion email accounts)
- Permission: if they’ve signed up, they literally WANT to hear from you
- Conversion: by whatever metric you slice it, email is far more likely to convert!
- Superior ROI: $38 for every $1 spent according to Campaign Monitor
In addition, once you learn how to segment and personalize your emails properly, every one you send becomes an opportunity to:
- Listen—by paying attention to your open and click-through rates,
- Be Relevant—by acknowledging your recipient’s profiles and interests
- Engage—by talking to them in the most valuable way possible.
A version of this post originally appeared on MageMail’s blog; reprinted with permission.