Is Email Marketing Still An Effective Strategy In 2018?
A one-word answer is ‘Yes’. Email marketing can be as effective today or even more as it was earlier during the time when internet bandwidth was slow and storage was expensive.
Apart from being cost-effective, email marketing can be a good starting point to improve brand awareness especially for any new product, service or a new company. Every company will need to engage other forms of marketing and cannot rely solely on email marketing. However, any marketing campaign for any product, service or a company can start with email marketing.
It is true that a lot of text in any email especially a one for email marketing can be a major turnoff for any potential customers. Hence email marketing needs to make good use of infographics, videos and/or photos to attract attention. Amount of pure text can be limited to introducing product, service or company but correctly placed infographic, video or photo with a link below that takes the customer to the website that describes the product, service or company is the right way to create an email for marketing.
Most customers really do not have a whole lot of time these days to read through lengthy emails. The subject of such emails needs to be attractive enough for any recipient to want to open it and not put it in the trash before opening it. Lengthy subjects explaining the purpose of email will also likely turn off any potential customer. A shorter subject that relates to potential customers easily is more likely to make this person open the email to read it.
For instance, an online portal selling airline tickets can explain how it can provide less expensive air tickets for a flyer than anyone, else rather than explaining how easy it is to use the portal, in the subject line itself. Additional text can be added in the body of email explaining how beneficial it will be for a prospective customer to use advertised product or service. However, this text needs to be supplemented with either a photo or a video or infographics as it will not be very interesting for users to use only text.
Most communication these days is non-text based. As internet bandwidth is becoming less expensive and its speed is increasing regularly, people’s expectations have gone up. Mere text in emails is not sufficient. Although this requires a lot more storage space, these days most devices whether it be laptops, desktops or mobile devices have a lot of space, as storage is fast becoming less expensive. Hence users of emails do not mind receiving emails with big sizes that go into MBs.
Today, apart from the shortage of time, it is important that the right message bs sent as part of email marketing to the reader of the email. This means getting content right, focussed and on target so that there is no confusion or misinterpretation on part of the reader. This is where an email-based marketing campaign can make or break the deal for a prospective customer.