Is Email Marketing still Relevant?

In a world where everyone’s talking about social media marketing, we are often asked by our clients what we think of email marketing and if it’s still effective and relevant. The answer is a resounding YES.

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Insights from Wider

It’s relevant now more than ever and is still a powerful marketing tool to directly reach a targeted group of people that are interested in your business.

As a business you are no doubt looking for new leads & conversions through marketing activity and email marketing is still outperforming many other digital marketing channels making it an attractive option to consider.

Executed correctly, email marketing campaigns can drive traffic to your website, expose your brand and help you engage with key contacts. If you have an attractive offer or lead magnet (such as a free downloadable resource), it can also help you grow your email list in a fully compliant way.

So, why is email marketing still considered a top marketing performer for businesses of all sizes across the globe?
We’ve put together 7 reasons why it’s still seen as a highly effective marketing channel and will be for the foreseeable future.

1. It's cost effective
One of the big advantages of email marketing is its low cost compared to many other marketing channels. The use of specialised email marketing platforms often incurs a small monthly subscription, but it’s far more cost effective and measurable than what you’d expect to pay for other marketing activities like social media advertising, print advertising or PR.

2. It’s a great way to communicate with existing customers
Well thought through, targeted messages to your existing customer base can maximise the value of loyal, returning customers and help build strong, long-term relationships. Share newsworthy articles through your website blog, new service or product launches and general news about your business and team to make them feel included. Many of your clients may not be familiar the full scope of your services too, so email marketing is a great way to raise awareness of the services your business offers.

3. It’s easy to measure
What does a successful email marketing campaign look like to you?

How many emails were delivered? A low delivery rate means that you may need to work on building a stronger, more relevant list.

If your email arrives in the recipient’s inbox, who has actually opened and read it? A punchy, engaging title in the subject line can make all the difference.

Once the recipient has read it, what action have they taken next? Clear messages to a segmented audience, directing them to take action will more likely have a higher click through rate than if you send one email to everyone, resulting in fewer people clicking on the unsubscribe button!

4. Make it relevant
Once you start to measure the success of your campaigns, you’ll be able to establish what works and what doesn’t; this will help you finesse and improve your campaigns for the future. The more relevant your message the better chance you stand to gain more subscribers, enhance the overall experience and generate leads.

5. Email marketing is easy to personalise
Email marketing has championed the way for personalised targeted messaging for a long time. The ability to create a unique experience and then scale it up to send to multiple people at once gives email marketing its distinct advantage over other marketing channels.

Personalisation is quite a broad term as it can go from adding a person’s name to the far deeper personalisation of targeting content based on a person’s age, gender, location or recent buying habits. The more specific you get, the better chance you’ll have of increasing your open and click through rates as you will improve your appeal to the recipient.

The challenge for most marketers and business owners is to make their message both more personalised and relevant to speak directly to the needs and desires of the target audience.

6. It’s great for targeted messaging
Although email marketing has the ability to reach large numbers of prospects in one hit, we’d suggest that quality is better than quantity. A small amount of precisely targeted emails aimed at a select audience will bring better results than a scatter gun approach to the masses.

7. Tailored design for your brand
For your email to succeed, it needs to capture the attention of the reader within the initial few seconds of opening or risk getting deleted forever, this is where the design can make or break your campaign. If you engage a professional designer’s help they’ll offer lots of ideas around clever use of imagery, layout, animation, typography and colour palette to get right tone and communicate your message loud and clear.

Does your email look good on both desktop and mobile devices with responsive design? Given the number of people using mobile devices continues to climb on a daily basis, you’ll need to find better ways to interact and stay competitive in a digital marketplace. Although the technicalities of email design can be quite limiting, with a good design team assisting you, it’s incredible what can be achieved.

Get in Touch
We hope this article gives you a clearer picture on why its worthwhile to place email marketing at the forefront of your marketing strategy. It may be an old tactic but it still remains a vital one and it’s relatively easy to get started with, so there’s no excuse not to take advantage!

Here at Wider we champion the use of Campaign Monitor – a world-class email marketing platform that offers deep insights and powerful personalisation and segmentation tools. We’ve developed a number of unique templates for our clients, which empowers them to quickly create and dispatch high quality marketing emails to their clients.

Are you considering email marketing? Do you feel your existing email marketing needs a new lease of life? For more information on email marketing design and how we can support your ideas and vision, get in-touch with our friendly team and we’ll be happy to talk you through the options available to you.

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