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Home > Digital Marketing Blog > How to Understand the Value of Email in Marketing

How to Understand the Value of Email in Marketing

August 7, 2019

How to Understand the Value of Email in Marketing

Aug 07, 2019
Emily Woodman

Emily Woodman is a long time digital marketeer and content writer for Mailbird (an email client for private and business email). She writes on all sorts of topics, such as business tips, email management and marketing campaigns.


Email campaigns are considered the cheapest way of advertising likely to reach more customers than any other marketing strategy. The reasons are not difficult to conjure: the majority of adults with internet access (95 percent) use email on a daily basis, predominantly on mobile devices. People spend an average 5.4 hours per day browsing new emails.
 

Tip: The latter is crucial in understanding how to capitalize on email marketing. If messages and landing pages are not mobile-ready, even the finest of campaigns is unlikely to attract significant numbers of new customers.  
 

Deliverability and Targeting: Key to Brainstorming Email Marketing Campaigns

Deliverability and targeting are two of the single most important factors to set up properly from day one.
 
If done the right way, deliverability will ensure that 90 percent of messages reach customers’ inboxes (as opposed to being flagged as spam). The first step in ensuring deliverability is to choose a trusted email service provider, and the second is to avoid spam trigger words (see CAN-SPAM Act for more detailed info).
 
Targeting makes certain each customer gets exactly what they want. And to know how to please everyone, you’ll need some insights. Segmentation is the thing: it will provide you with core insights into customers’ habits. There are numerous parameters to consider, with the main ones being demographics, behavioral data and purchase history.
 

Optimization and Personalization

As mentioned above, all emails should be mobile-ready. Numerous free templates are widely available for free, making the process easy to launch.
 
Optimization is not only about a good template, though. There is wording to keep in mind, as well as the overall content. I.e., adding too many images may render a campaign more damage than benefits. Remember that mobile access often means people are traveling, which means public Wi-Fi networks need to be taken into consideration, too.  
 
As regards to the word count, some general recommendations stand at seven words for subject lines and 75 to 100 for the body.  Make use of pre-header text for additional information, but remember not to overdo it.
 
Finally, avoid long paragraphs and make the message as short and concise as possible. Keeping the readers’ attention comes first. To that end, adding buttons for calls to action has proven to be best practice.
 
Don’t forget to add the unsubscribe button to every message you send, as that will ensure your messages won’t end up in spam folders.
 
To illustrate the importance of optimization, let us just say that one-third of click-through rates and 90 percent of subscriptions happen on mobile devices. Plus, 70 percent of mobile phone users re-read their emails regularly.
 
Last but not least, personalized emails stand a better chance of keeping a customer than any complex strategy. Why? Simply because everyone wants to feel special. Email marketing campaigns should adhere to the golden rule of marketing: caring for customers.
 
Using segmentation insights to learn the likes and dislikes of your customers will help you greatly increase personalization. For starters, greet each and every subscriber by their name and don’t forget personalized thank-you messages after every purchase.
 

Go Social!

Sharing the offer on social media is the best way to attract young customers. Again, the wording needs to be nifty, concise and to the point. Tempting offers get numerous shares, so they need to be eye-catching (need we reiterate that the target link must be mobile-ready?).
 
As things stand now, email marketing has a ROI of 4,400 percent, with targeted and segmented campaigns generating 77 percent of overall ROI. The average order value per email is three times higher compared to social media ads. However, combining the two is the certain way to reach a larger audience. Make certain to use hashtags for an added benefit. 
 

Messages That Are Always Welcome

Content is the king, and the rule is as true when it comes to email marketing as it is in terms of, say, SEO. Newsletters, welcome messages, thank-you messages, order status emails, shopping cart reminders and re-order emails are, as a rule, welcome by the majority of recipients.
 
As mentioned above, making people feel special is the key to a successful relationship. Personalize your welcome and thank-you messages to achieve the best results.
 
As regards order status emails, one doesn’t need to be a genius to understand why people look forward to receiving them. Waiting for an item to arrive is a painful process, especially if it is being shipped from abroad.
 
In addition, once the order has reached the destination, it is recommended to announce home delivery beforehand. People’s schedules are busy and making people have to go to pick up the order after a hectic day is not the best of practices.
 
Shopping cart reminders and re-order emails invoke mixed feelings, but have nevertheless proven to be worth approximately $17.90 per message sent. Put simply, it is a potential to be exploited further, which not many businesses do.
 
Instead of a conclusion, understanding the value of email marketing is the single most important factor in terms of ROI. Be witty and appeal to people’s curiosity while at the same time addressing their wishes. Above all, be cordial, and never disregard personalization! 

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