Are you getting worthwhile results in your email marketing efforts? A recent report by emarketer showed that email marketing has an ROI of 59%, which is a great return on investment, and much more than social media and display ads. People are spending a lot of time today in their email inboxes, so in today’s Tech News Tuesday episode, we’re talking about why email marketing is still important, and how you can get better results.
Links in this episode: Why These Local Email Marketing Strategies Could Revolutionize Your Business
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode, we’re talking about email marketing, why it’s still important, and how you can get better results.
Bob: That’s right Donna. Since the pandemic we’ve seen email marketing engagement increase and people are spending even more time in their email. Even before COVID, a report by emarketer showed that email marketing has an ROI of 59%, which is more than social media and display ads.
Donna: That’s a great return on investment. So are you getting those results in your email marketing efforts? Many of our customers are, but we still find some common mistakes people make that are hurting their ROI. So here are some things you should do:
Bob: The first thing, make it mobile. We’re still seeing many emails in our inboxes that are not readable on mobile because the fonts are too small, or they’re not using a responsive design.
Donna: Another thing you want to do is make it short. Most people read their email on mobile devices and we don’t spend a lot of time, 7 seconds is about the maximum you’re going to get. It’s not a paper newsletter, make a short little snack-size nugget of information for people to consume.
Bob: And have a single and clear call to action. One thing I hate about getting emails is there’s so many buttons and so many links to click on, I just don’t know what I should do, so ultimately I just end up deleting it. So make it have a single and clear call-to-action, one or two buttons, and that’s about it.
Donna: But make sure that you have a call-to-action, because the ”just as bad as too many buttons” is not knowing what to do with the email. Have something in mind you want the person reading the email to do, and make it clear what that action is. You also need to send the right content. Your content needs to be useful and add value to the person reading it. It should educate, inform, or entertain them. It’s perfectly fine to send an offer as well. But if every email you send is offer-offer-offer people will tune you out and unsubscribe.
Bob: You have to grow your email list. So to grow your list you wanna make sure you have, for example, a call-to-action on your website, have people sign up. Or if you’re a business where people can come in or stop in, make sure you have a list on the counter where people can join your email list there. But one thing you don’t want to do is, buy an email list off the internet, that will get you no traction whatsoever.
Donna: It will also get you marked as “spam provider” and may get you kicked off your email service. It’s important that you make adding new people to your list as a regular part of your everyday process. And finally, speaking of everyday processes, be consistent. Being familiar and expected and having regular communications is one of the best ways to get traction with your email marketing. And don’t change up your look every email too, you might be bored with it but you’re being recognizable for your same branding for the people who are reading it.
Bob: That’s it for today’s episode. You can find the link to our Delos article and a transcript of today’s podcast at DelosInc.com/147. And don’t forget to subscribe so you don’t miss out on our actionable digital marketing tips to grow your organization.