Do you use Emails in your digital marketing strategy?
The first area of digital marketing I wish to blog about is the use of emails in B2B (business to business) and B2C (business to customer). This subject has been particularly topical of late.
Email has replaced traditional mail!
I suspect most people wake up in the morning and check their inbox before their post box. After all, if your snail mail is like mine, it will consist mainly of predictable bills and statements. Our Inbox, on the other hand, will be filled with interesting information from our family, friends, job offers and all kinds of stuff that attracts us to read it. Oh and of course the dreaded spam – but spam comes through the post box as well.
The inbox is where it is at. Most of us will check our emails throughout the day. With over 108.7 billion emails being sent and received per day (globally), email should be the perfect place to reach and engage our audience. The Radicati Group Inc. predicted a 3% growth in email usage per year until 2017. Most of this growth will be conducted via business emails. See their graph below:
1 Source: Email Statistics Report 2014 – 2018, Sara Radicati, PhD, The Radicati Group Inc.
This information is important to digital marketers as it suggests:
- Email will continue to be a preference with B2B communication.
- B2C strategies should seek to integrate email with a number of communication platforms such as:
The Marketing Institute of Ireland’s (MII) 2013 report for Irelands’ email usage suggests that marketers are seeing a ROI in their email campaigns – 80% of respondents advising email is an important part of their overall marketing strategy. Apart from email being instant, cheap, a good way to attach documents and environmentally friendly, the most popular reasons for using email per the MII 2012 report are:
So why are some businesses failing in their email campaigns? There are a number of reasons why businesses fail in their email campaigns:
I. The mailing list may be inappropriate for both B2B and B2C campaigns.
II. Companies are sending to many emails to frequently and thus they are being identified as spam.
III. The emails are too long and the message is terminated by the reader half way in.
IV. Marketers do not utilize links, CTA’s and other methods to encourage interaction/conversion.
V. The B2C email campaigns are not integrated with other IM platforms.
Email should be used as a formal method of communicating with either B2B or B2C clients. It has the ability to build relationships and offer efficient services to customers. There are many reasons why email is preferred as illustrated previously however it should be noted that all email campaigns to be successful are usually combined with some traditional marketing strategies such as face to face sales, telephone sales, events, PR, direct snail mail marketing, good customer service and so on. In any case, before any email campaign should be initiated it is wise to do an email audit. Chaffey & Watson (2012) set out five steps to follow which will assist in developing a targeted email campaign:
I. Set email objects
II. Design email communication strategy
III. Copy and design
I will finish off with a quote from the Radicati Group Inc, which certainly indicates email is here to stay and if it is not included in your marketing strategy, then perhaps give it a little bit more consideration;
“Email remains the most pervasive form of communication in the business world, while other technologies such as social networking, instant messaging (IM), mobile IM, and others are also taking hold, email remains the most ubiquitous form of business communication”.