Calls for the death of email come and go (from marketers jumping on new platforms) but it’s still very much here. An article on Hubspot suggests email is even gathering steam – 99% of consumers check their email everyday.
Whether you believe email is on the way out or not, today it’s still one of the most effective ways to reach an audience. (You’re reading this 🙌)
In this episode of Copyblogger, Brian and Darrell talk about the benefits of email and how businesses are missing the opportunity.
- Elevate email to the value proposition. What does this mean? Well, most businesses are using email as a marketing tool – putting prospects through funnels and using email as a tool to convert to purchase. But people don’t want marketing. They want media. So make the email the thing that people want. Make it into a publication, an extension of your blog or a course.
- An additional point: It doesn’t matter if you’re selling SaaS, physical product, service, digital courses, etc. Email can be more than an onboarding or conversion tool.
- List size is irrelevant if the engagement is minimal. Engagement doesn’t mean open rates. It’s also clicks, replies, forwards, sharing with others.
- Segmentation and personalization is the holy grail of marketing (for now) but even when you’re not “marketing” to your audience, you can still personalize the message. The tools coming onto the market are powerful and affordable. Your subscribers are unique individuals, so talk to them that way.