I remember getting my first email address about 20 years. It was a Hotmail one and I forgot my password almost instantly. Back then it was exciting to see emails in my inbox, even those from companies. Decades later, it doesn’t quite have the same futuristic, cutting edge appeal.

Is it still a viable marketing channel?

The consensus is that email marketing is very much a viable and effective marketing channel. Let’s look at a few reasons why email is so good and then how to do it effectively.

Reasons to do email marketing

Emails are personal

A recipient must open your email so already they have demonstrated interest in what you have to say. This can be developed by personalising your message by including their name and referencing some information they have shared with you.

Contacts are interested

A recipient opening an email is a great sign but before you even send the email, you’ll know that they’ll be a warm contact. Due to government regulation, you can’t simply email anyone and why would you want to? Much better to send fewer emails out that you know will hit the mark, than irritating lots of people. I mention more about GDPR at the end.

It’s where your audience is

Over four milliard people use email – that’s half the world’s population. 99% of people check their emails daily and a good proportion look at their emails over 10 times a day. By sending emails you are getting in front of your supporters’ and customers’ eyes.

It’s effective

The most staggering statistic about email marketing is the return on investment. On average, for every £1 spent on email marketing, the return was £45. That’s definitely an investment worth making!

These are just some of the top reasons why email marketing is still one of the most effective tools for marketers. At Aubrey, when we work with clients, email marketing is almost always one of the key channels we like to target. So how do we do email marketing.

How to

Email marketing, like all forms of marketing, is part artform and part science. It is important to make sure that all the elements of an email campaign work together to create the desired impact.

The objective

There are many different types of email campaigns:

• Welcome emails
• Newsletters
• Product launches
• Seasonal mailings
• Etc…

Each of these are going to determine the kind of email you will send so it’s important to first decide the objective of the email campaign.

For example, a welcome series of emails might focus on introducing aspects of a brand over a period so as to not overwhelm the individual. A newsletter would be a regular touchpoint keeping the brand or cause at the forefront of the individual’s mind while not explicitly trying to sell anything.

The hook

A lot of emails will get deleted without ever being opened. The best way to give your email a fighting chance is to create an engaging subject line.

You are writing to your target audience so you should be looking to answer their questions and help them with problems they are facing. If they see that opening your email has value then they will open it but if it looks like spam then they won’t. Don’t forget you can also personalise the subject line to help you grab their attention.

The call to action

Every email you send should include a call to action, indeed, all your marketing should have a call to action. Without a call to action, even if your supporters have opened your email and read carefully, you have effectively left them at a dead end with no option.

Make sure that any email you send allows the recipient to find out more on the website, donate, book in a call, continue shopping, download a fundraising pack. Keep it simple though with only one (two at the most) call to action.

Measure the impact

Keeping a close eye on your email marketing analytics is essential. An email marketing campaign is likely to have a smaller reach than a billboard in the middle of town. This means that you need to make sure that it is working.

If your email marketing isn’t producing the results you had anticipated then it is important to review what you are doing. Aubrey can help you analyse your marketing so that you can make the best possible impact on your target audience.

GDPR

A final note on GDPR is important when discussing email marketing. Although the regulations can appear complicated, the ICO offer guidance to help marketers. At the most basic level, only email people who (1) have asked to receive your emails, or (2) have expressed a legitimate interest in your business or charity. Even then, make sure you provide an option to allow them to opt out of receiving your emails.

Conclusion

Email marketing is far from a spent force. A well crafted and managed email campaign will see you build long term relationships, engage your audience where they are at and produce a stunning return on investment.