Still your most valuable digital asset.
For over a quarter of a century email marketing has been the number one route to market for both B2B and consumer brands. And as long as people continue to use email, that will continue to be the case.
It may be the grandad of digital, but for many brands he’s still the one paying the bills.
Unless you’ve been living under a rock with no internet signal, you’ll know in 2018 GDPR turned the world of email marketing upside down. Brands that had built high value lists over decades found themselves deleting all their records in a panic to become compliant.
Some of this was sensible. Some of this was really not sensible. In fact some of it was 24 carat bananas. Organisations that had various legitimate ways to maintain their databases, threw millions of pounds away simply because they didn’t understand the regulations. This was particularly true in B2B.
Being compliant is important. But so is protecting your assets. It’s therefore Email Marketing 101 to understand how GDPR applies to your circumstances and how to strike a sensible balance.
Email is synonymous with aggressive, unimaginative spam. It doesn’t have to be that way.
The best email campaigns are no different from the best social campaigns – they combine robust marketing principles with a tonne of creativity.
Don’t be afraid to be playful, tell stories or adopt a conversational tone – these are the tools that will make the reader feel like they’re dealing with a human rather than a robot, and that’s a hell of a USP in a world of AI generated platitudes and cliches.
Perhaps more than any other channel, effective email is the product of a million marginal gains.
A 1% increase in click through here. A 3% improvement in deliverability there. When combined with the compound value of steady list growth, these incremental improvements can be the difference between painful disappointment and game changing success.
There’s no question that social is your fastest route to broad brand exposure. And there’s no question that the search engines are best placed to capture those in-market. However, no matter what stage in the buyer journey your prospects are, nothing captures and builds engagement like email. So even if these other channels are acting as your initial touch point, take every chance you can to grab their data and build that list.
Frequently Asked Questions about Email Marketing
Focus on creating valuable content and offers to incentivise people to subscribe. Use opt-in forms on your website and social media channels. Always ensure compliance with data protection regulations and never purchase email lists.
Yes, personalised emails perform better than generic ones. Address recipients by name, segment your audience based on interests and behaviour, and customise content to cater to their preferences.
Keep your email design simple, mobile-responsive, and consistent with your brand. Use clear call-to-action buttons and include relevant images to enhance engagement.
Maintain a clean and engaged email list by regularly removing inactive subscribers. Use a reputable email service provider, avoid spam trigger words, and authenticate your domain using SPF, DKIM, and DMARC.
Some common mistakes include using a misleading subject line, sending too many emails, neglecting mobile optimisation, forgetting to include an unsubscribe link, and not testing your emails before sending them out.
No matter what sector you’re in, we believe that the fundamentals of great marketing never change
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