Luke Scott
Author Luke Scott
Account Director
Posted in Marketing
June 2, 2015
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Email Marketing Power - An Oldie but a Goodie

Email Marketing can be thought of as the Arnold Schwarzenegger of Digital Marketing Strategies - It's an old strategy, but it's definitely still a strong one, like Arnold, who can probably still curl your Mom.

Now that you have that image stuck in your head, let's break down what the skeptics (haters) are doing wrong, what the right strategy should include, and lets pull some stats out to see just how effective this dinosaur can be.

The Wrong

“Haters gonna hate”. This statement is basically factual. People with negative attitudes won't look for a solution to their problem. They will simply label their problem “impossible” and then attempt to spread these negative vibes on to others. “I Pity the Fool” - Mr. T

All too often we see companies that leave their Email Marketing campaign on the backburner. Pardon me, an Email Marketing campaign usually implies that there is a strategy(plan) behind the campaign. Email Marketing is unsuccessful when it consists of a newsletter that gets sent out periodically, with no actual goal or relevant information, and with no measurement plan.

Like any other digital marketing strategy, you have to put time into creating a plan with a goal. What is your audience interested in? How can you lure them in with useful information and eventually ask them to make a purchase?

With the new anti-spam regulations now in place and “21% of email recipients report[ing] email as Spam, even if they know it isn’t”, sending out newsletters that do not appeal to your audience can cost you more than just an “unsubscribe”... we’re talking big $ fines here!

In Fact, “69% of email recipients report email as Spam based solely on the subject line”, so not putting the research time into your audience to determine what entices them to open emails can leave you discouraged as you watch your open-rates drop and unsubscribe numbers rise.

The Right

Mobile Mobile Mobile
We all know that mobile usage is on the up and up, right? So why do some companies think that email marketing is on the outs? This is a bigger opportunity than ever before.No longer do you have to wait for people to get to their office computer at 9:00am to start checking their emails - “ 80% of smartphone users check their phones within 15 minutes of waking up”. Fact: waking up to the alarm, reaching over to shut it off and then spending 10-15 minutes scrolling Facebook and checking Emails is second nature to most of us now.

Now there's an opportunity! With a clever “what's cookin good lookin” pickup subject line, you could be greeting your subscribers right as they wake up in the morning — if you determine that this is the optimal time to reach them that is.

So, how do we determine when the optimal time to reach our audience is? Well, there are a number of steps that need to take place before this mammoth of a question can be answered. These 6 steps will help you get started:

  1.  #1 Goal - bring your A-game for this puppy. Determine what you want to get out of your newsletter, write it down, and make it happen.
  2.  Follow-Up plan - determine what the residual value of this newsletter is and build off of it. Warm your audience up with a series of newsletters and put a calendar together to organise your follow-up plan.
  3.  A Hot Topic - knowing your audience is huge in determining what topics are hottest in their world.
  4.  A Juicy Subject Line - like the title of a blog or paper, your subject line should come first in the writing stage and lead your newsletter.
  5.  Mobile Ready - with all of the above mobile information you better make sure that your newsletter is mobile ready for those early morning opens.
  6.  Measurement Plan - putting a report together to track your successes and failures is crucial for the success of your email marketing campaign.
  7.  Grow Legs - is there a way that you can repurpose or reuse your newsletter?

Words are nothing without a little sex appeal
A well designed newsletter template is the difference maker when it comes to conversions. Similar to the customer service agent with the sexy telephone voice who you assume has the looks to go with it - you don't want your audience to be lured in by a great subject line, only to discover the Quasimodo of newsletter designs. They definitely won't stick around long enough to see what you have to say.

The Proof

Below are a few industry statistics to show just how beneficial the reach of an email marketing campaign can be:

79% of adult smartphone users have their phones with them for 22 hours a day.

72% of US online adults send or receive personal emails via smartphone at least weekly.

The 3 most effective aspects of an email are email content & design, templates, & quality control.

If done correctly, an email marketing campaign can be a key contributor to building a lasting relationship with your target audience, and to boosting your ROI over the long run.

Contact Acro Media for a free consultation if you are interested in setting up an all-star Email Marketing campaign.

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