How Email Marketing is Stealing The Show
Email marketing often fails to get as much limelight as her more glamorous social media step-sisters.
The evolution of email marketing, however, is as thrilling as a Jurassic Park ride, only with fewer dinosaurs and more… well, emails. From the early internet days when sending an email was practically as exciting as a moon landing, to the current AI-driven era, it’s been quite a journey. So much so, that we’ve decided to write a blog on it!
We’ll be spilling the beans on how email marketing got where it is today, as well as how to level up your own email marketing game.
The Email Marketing Journey
It’s time for an all-important crash course on the evolution of email marketing!
The Humble Beginnings
The history of email marketing can be traced back to the early stages of the Internet, as businesses began to recognise the potential of email as a cost-effective and efficient marketing channel.
Before this huge revelation, a lot of emails were sent around simply to communicate with friends and family. It’s crazy to think back to a world before social media as we know it existed!
Fast forward to the early 2000s, advancements in technology allowed marketers to create more visually appealing emails to add that extra ‘Oomph’. Open and click-through rates became the hot gossip in town, and segmentation strategies were the new black. It was during this era that email service providers began to emerge to manage and deliver email marketing campaigns on behalf of businesses.
The big question was no longer, “Should we do email marketing?” but “Who should do our email marketing?”
The 2010s: Automation Nation
Next up, we hit the 2010s, when marketing automation platforms became royalty. Businesses could automate and streamline their email marketing efforts, bringing efficiency to the party. The importance of personalisation and subscriber engagement took centre stage, as marketers tried to create more relevant and targeted email campaigns. Suddenly, mass emails were as out of fashion as frosted tips and tailored content became the way to go.
But as businesses grew and email lists expanded quickly, it became increasingly challenging for marketers to manage and scale their email marketing campaigns without compromising quality and personalisation.
The AI Revolution to The Rescue
According to a new report by the Data & Marketing Association, email brand messages are becoming increasingly useful to consumers, with the figure doubling from 15% in 2021 to 32% today.
Amidst all the digital noise, why is email marketing still the belle of the ball?
An answer as simple as a good ol’ slice of toast with butter, email marketing easily delivers brand messages, offers, and advice directly to the consumer.
And with automation and personalisation becoming the new normal, the door was left wide open for AI platforms like ChatGPT to maximise efficiency and capitalise on the power of email marketing.
For example, you can use ChatGPT to do the following:
- Whip up multiple subject lines
- Write emails based on a given tone and style
- Proofread your copy for errors
- Provide information on a topic
ChatGPT is like a genie, fulfilling all your email marketing wishes in a couple of clicks.
Email Marketing Tips
Now that you’re all caught up on the state of email marketing today, we thought we would do you a solid and give you some email marketing tips to up your game. You’re welcome!
Using Email Service Providers & Marketing Automation Platforms
Don’t forget to make the most of our unsung heroes—email service providers and marketing automation platforms. These are the behind-the-scenes maestros who help us seamlessly manage and deliver campaigns, tracking rates, and implement segmentation for better targeting.
Let’s take a closer look at some of the top players in the email marketing and automation field:
HubSpot is like that friend who’s good at everything they do, from sports to academics. It’s not just an email marketing platform; it’s a full-fledged inbound marketing software suite. HubSpot’s email marketing tools are just one part of a much larger set of features, including CRM, landing pages, blogging, social media, SEO, and so much more. If you’re looking for an all-in-one solution that can handle your marketing, sales, and customer service, HubSpot might just be your new best friend. It’s like a Swiss Army knife for your digital marketing needs.
SendinBlue is an incredibly powerful email marketing and automation platform, especially when it comes to transactional emails. Need to send out order confirmations, shipping notifications, or password resets? SendinBlue has got you covered. Plus, it comes with a suite of marketing tools, including SMS marketing and live chat, making it a well-rounded option for businesses of all sizes.
Mailchimp is great for all-in-one marketing and makes use of AI-powered tools for personalised email copy suggestions, behaviour-based journeys, and email automation. It comes with a host of features that make email marketing a breeze, from beautiful, branded emails to insightful reporting.
Crafting Enticing CTAs
Remember, folks, technology is only as good as the strategy it aids. You can’t just yell “Click here” and expect magic to happen. Your CTAs need to be as enticing as a fresh batch of cookies from your mum’s oven. Show your customers what’s in it for them. You’re not just asking them to click; you’re inviting them to a party they don’t want to miss out on.
The Personal Touch in B2B and B2C Communications
And while we’re talking about invites, let’s not forget who we’re inviting. Whether it’s B2B or B2C, you’re not talking to an abstract thing; you’re chatting with a real person. Think of your CTA as a personal favour you’re asking from a friend.
Let’s face it, we’re all a little shallow at heart. Even if we try our best to avoid it, we often end up judging books by their covers, food by its presentation, and yes, emails by their visuals.
The right images can make your emails pop and sizzle like a perfectly cooked steak on a grill. So, don’t be shy, add a dash of colour, a sprinkle of infographics, or maybe even a GIF or two or good measure. But remember, balance is key. Your email should still be clean and easy to follow, but with a touch of pzazz.
The Proof is in The Pudding
So, you’ve put in the hard work, but how do you know if it’s really paying off?
Here are some email marketing metrics to look out for:
First up, we’ve got the open rate, which tells you how many subscribers actually open your emails, rather than ignoring or putting them into spam. If your open rate is in the dumps, it might be time to rethink that subject line. Maybe it needs to be more intriguing or perhaps it’s too long?
The click-through rate is about how many people clicked on the links in your email. If your click-through rates are low, your content might not be as enticing as you think, or potentially your CTAs aren’t appealing enough.
Your conversion rate is where you find out how many people took the action you wanted them to take, such as registering their details in a form or buying a product. Low conversion rates could mean your landing page needs some sprucing up, or maybe you’re just not hitting the right note with your audience.
Finally, there’s the dreaded unsubscribe rate. It’s like that terrifying drop in a rollercoaster that makes your stomach lurch. High unsubscribe rates are a clear signal something’s not quite right. Maybe you’re sending too many emails, or maybe they’re simply not relevant to your audience.
One Marketing Dream Team, Endless Possibilities
And that’s how email marketing became the watchful protector of the marketing world – reliable, effective, and always ready to steal the show. But remember, email marketing is most effective when used in conjunction with other methods, such as Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising via Google or Social Media.
It’s definitely not easy juggling all these elements of a great marketing strategy, which is why the team at First Page will welcome you with open arms! We’re always ready to support you with all things marketing to ensure you’re not just surviving, but thriving!
At the end of the day, our success is defined by your success, so why not contact us for a consultation?