If you had asked me a couple years ago how I felt about email marketing you would have gotten a tirade of frustration and angst. Many companies use email as the “easy” way to reach contacts. Customers and leads get bludgeoned with every message that needs to go out – often with a redundant “three-touch” model to make sure they are really, really annnoyed with you and either unsubcribe or hit the spam button (or both).
But then I had a chance to be creative with email. I went into a company that needed some serious uplift on their demand generation. They had loyal customers and they only sent transactional emails regarding payments and account status. I created a surprise reward system that was automated and then let run. If a customer reached a certain level of activity on their account, they were rewarded with free running time on the systems. Poof! Like magic, we saw a pretty solid outpouring of love. Some people even took pictures of the email and tweeted them out. We also saw an increase in activity time for those accounts. Hooray!
Since then I’ve had other chances to fly far and wide with email marketing and I have re-discovered that it is a tool I love, when used properly. Like any tool, it is never a once size fits all. But here are a few of the things I adore:
- Email is so very measurable
Even with free tools like Mailchimp (my fave), metrics are easy to obtain. Open rates and click through rates are easily measured, along with specificly what link was clicked. If you have an end to end marketing automation system, you will be able to see exactly what generates customer activity. And I have to admit, it’s kinda fun to see just how high you can get those metrics to go.
- Done right, the end receiver is happy
Whenever I get an email that is an informative newsletter from a company I’ve opted in with, I’m happy. Or maybe it is a surprise email that says “come back and shop with us – here is 30% off” – oh… I like those very much! Nurturing and informative emails keep people signed up. They may not open every email, but you are staying on their radar (and in their inbox).
- Done right, email generates results
A picture is worth a thousand words – so here is a graphic showing the results for a non-profit fundingraising campaign I created. Those click-throughs went to the “donate now” button and we blew out our donation goals this year!
What do appreciate most about email marketing? Please comment below or tweet me @tinashakour.