When people think about email marketing, they probably think about it the way people thought of direct mail back in the 90s. They thought about the mail that comes with that huge bundle of coupons, offers, etc.
However, like direct mail, email marketing is all about the presentation. I actually won a 2018 National Addy Award (silver) for a direct mail piece. Well, that's a whole other blog post at some point.
Getting back to e-mail marketing, I'll drop this little piece of knowledge on you: 91% of consumers check their email on a daily basis.
Just think about it.
It's not surprising. No other channel delivers like email, but 91%. Wow.
Great email marketing starts with understanding your own brand. Well. If it were a person, what are the characteristics? Of course, tone of voice is how you rope folks in and get them to listen. It starts with a subject line, and goes on from there.
It's you and the customer, one-on-one. What do you say? What do they want to hear? What are you trying to get them to do?
And then start a dialogue. It's that simple. However, make sure you've written your strategy down and there's a rhyme and reason. Your audience is smarter than you give them credit for, so don't waste their time.
I'll leave you with this last stat. Customers who buy products marketed through email spend 138% more than those who do not receive email offers.
So, are you using e-mail marketing? If so, what are you saying?