Email marketing is stronger than ever. In fact, the return on investment for email marketing generates $38 for every dollar spent. For the past 10 years, no other tool has consistently generated a higher ROI for marketers, yet many business owners underutilize this incredible marketing tool and some even ignore it altogether.
It’s easy to get seduced by social media advertising because many people perceive it to be more effective and less outdated than email marketing, but the numbers suggest otherwise. The average open rate for email is around 22 percent, while Facebook organic reach has steadily decreased to just over 6 percent.
Not all emails are created equal
Email marketing still achieves higher conversion rates at a lower cost than paid social ads, so it has the potential to provide a better ROI than social media - but it has to be done right. Email marketing today is much different than it was a decade ago. Technology has changed the way businesses interact with customers as marketers continue to discover new ways of growing their businesses and generating new leads by engaging electronically. People no longer have the patience to read a lengthy email. In fact, most people don’t read them at all – they scan. And if your content appears too comprehensive, they won’t even bother. Email marketing is a whole new ball game, and here’s how you should approach it.
Make your content easy to scan
Put the most important information up front
Use numbers or bullet points so it’s easy to scan
Present content in a quick, condensed, and scannable way
Make sure it works on any platform
Nearly 70 percent of consumers use their smartphones as their primary method for checking email so if your email content isn’t mobile-friendly, you could be missing out on reaching a huge portion of your target market. People don’t have the time nor energy to take extra steps to try and consume your content if it’s not convenient. It’s worth the extra time it takes to make sure your content is optimized for mobile devices.
Visual content is extremely important
A wall of text may provide a lot of detailed information, but you can get your message across instantly by using powerful images in your email messages. Communicating your message with a compelling image that’s complemented by short copy can help you get your message across much faster than if you’re relying on text alone.
Mind the (curiosity) gap
The space between what a person knows and what they want to know is called the curiosity gap, and it utilizes some knowledge a person already has. This could be previous insight, or even enough knowledge of the subject to make predictions. The thought of what could be waiting on the other side of that link is sometimes too enticing to move past. This is important to keep in mind when constructing your email; your goal is to pique their curiosity and make them search for more.
Email marketing is an extremely effective way to reach customers, but you need to give them what they want, when they want it, and in a format they can consume quickly and on the go. If you need help with your email marketing campaigns, then Bloomerang Solutions is here to help. Give us a call today at (941) 806-1911 or drop us a line below. Together we can help your business bloom!