There are myths and then there are MYTHS! the one we are talking about is, email marketing is dead as a goose and people hate being marketed to via email.
Ask marketers and they will tell you probably the best way to engage with customers is through social media (Facebook, Instagram) for instance. It is where the millennials are congressing. Let’s address some of these myths with a few statistics.
Average usage by age group in US:
| Age group | % usage |
| 15-24 | 91% |
| 25-44 | 93.4% |
| 45-64 | 90.5% |
| 65+ | 85.5% |
Despite a plethora of social media apps, the millennials and all generations are actually using email.
Usage is fine, what about conversion? isn’t social media the holy grail? Wrong again, here’s another myth buster.
For the “Big 3†of social media (Facebook, Instagram, and Twitter), the engagement rate isn’t even 0.6%. Compare that to email’s average open rate of 22.86% and even its click-through rate of 3.71%.
Now that we are all on the same page due to some eye-opening myth busters, how is email marketing evolving and developing?
Email marketing’s biggest advantage remains that it is non-intrusive, it’s not like an ad that comes in between when you are watching your favorite videos. Its great strength can also become its greatest weakness, as customers have the chance to ignore your email completely.
It is our responsibility to make the content more relevant for a positive reception from the audience. Just bombarding the audience with plethora of emails to stay relevant is not enough. The emails have to be engaging and rewarding for the audience. Everytime you create an email campaign, and send it to your target audience, have one rule to check – What is the audience gaining from the email?
Relevance is the key word, account-based marketing (ABM) is one of the model ways to reach out to B2B customers. This means the content not only has to be relevant but also consistent and constant messaging are the other two pillars for successful engagement.
The key to conversion or CTR always remains being there at the right time, since we cannot envisage when a business need arises, we address that through constant, consistent and relevant email communication.
This means constant email campaigns and a regular dosage of quality lead list. Step 1 is to get the data set right, verified leads provide higher CTR and also make the effort in content creation worth it. The right kind of company to get your lead generation right and which understands your needs properly is pivotal for successful email campaign.
If you have the lead list right, then congrats Step 1 is complete and you are ready for my next blog. Else don’t fret reach out to us and we will assist you in Step 1.
What is Step 2? One line – Don’t be an email marketer, be an email concierge!! Coming soon!!
