Email Marketing is Here to Stay

I said it and mean it. When you sit back and think about it, email does more than we imagine. Someone scrolling through their emails, something they do daily or a few times a day, sees a brand’s subject line and preview text. That’s an impression. It’s similar to a Google Ad, which can be costly. So use the limited character space wisely! Even though they may not have opened the email, the email was a touchpoint in their customer journey. 

Now, let’s say they open the email, that’s better! There is more content exposure, so make it count but keep it simple and easy to digest. What is the most important thing, if they don’t continue to scroll, that they may need to know? Also, include a clear call-to-action above the fold enticing them to click.

Let’s say they go on to click through, that’s gold baby! Someone first read the subject line and/or preview text, opened the email and read some or all of the content, and then went on to click through. Their interest was piqued! Make sure that where they land next matches their expectations or they will be less likely to engage in the future. I dislike the ads I see that after I click expecting to be taken to the specific product shown but are taking to a page with many products and I can’t find the product I was looking for. The worst!

Now, let’s say someone engages with a brand’s email but doesn’t purchase a product on the website. They instead purchase from another source like on Amazon or retail (Walmart, Target, CVS, etc.), if they can. Although there may not be a one-to-one match of someone engaging with an email or emails and going on to purchase on the website, that email still helped influence the purchase! While it can be hard to measure, it doesn’t mean it isn’t happening, and it may be happening more than we think.

Email marketing is something all brands should have in their marketing arsenal and pay attention to, especially because of the ability to collect first party data. This is data collected directly from the subscriber like their email address, phone number, name, birth date, etc. (more on first party data soon!). Email’s reach is probably more than we realize. Use it wisely my friend!