Email Marketing

The article being looked at in this blog is titled This is Why Email Marketing still Outperforms Social Media. It was written by Tiffany Delmore on September 26, 2018, and published by Entrepreneur. In the article, Delmore explains that marketing through email is more beneficial than marketing on social media platforms because consumers prefer it (2018). Although every month 2.5 billion individuals use social media, 3.7 billion individuals are active email users (Delmore, 2018). In fact, 72 percent of individuals prefer marketing content through email, while only 17 percent wish to view marketing on social media (Delmore, 2018). Proving that marketers should be looking to email advertising rather than social media advertising. Delmore then goes on to explain three ways to “…send the right messages with the right personal touches at the right times and leverage email into a highly valuable engagement channel (Delmore, 2018).” The first way is embedding trigger emails; meaning, to send out an email when triggered by a user’s specific action (Delmore, 2018). Second is tagging visitors for follow-up emails. This is when a company uses specific tags for a user that has not been heard from in a while (Delmore, 2018). For example, “we noticed your last visit was last October, looking to make another visit to the dentist soon?” The third is making every word count (Delmore, 2018). It is important to give out all the information needed but have it be simple enough that consumers will engage without giving it another thought (Delmore, 2018). These three tools engage users and get them interested in what the email is saying.

I thought this article was extremely insightful and full of good points that marketers should take into account when sending out emails. First, marketers need to realize that even though social media is at an all-time high, it is still beneficial to use email marketing tactics. This is because “email is by far consumers’ preferred method of receiving commercial messages from companies (Larson & Draper, 2018).” Making email marketing one of the highest ROI activities a company can have (Larson & Draper, 2018). Next, I believe the three steps she gave for increasing the probability that consumers will read and react to a companies email were beneficial as well. According to the Data and Marketing Association, a well-segmented, targeted, triggered email marketing campaign makes up for 77% of ROIs (“Triggered Emails”, 2018). Meaning, sending out triggered emails that relate to what a user is currently doing is a key marketing tool because it gets individuals more engaged (“Triggered Emails”, 2018). Also, sending out tags and making every word count is critical because the tags make users feel valued and important while making every word count makes sure the email gets to the point. Individuals do not want to read a book when they open up an email; keeping it short and sweet will make it more likely that users will engage with the email (Delmore, 2018). In conclusion, email marketing is an important marketing tool that companies should be taking advantage of because data and research have proved consumers prefer it over social media platforms and it has generated higher sales for businesses.

References

Larson, J., & Draper, S. (2018). Digital Marketing Essentials. Rexburg, ID: Edify.

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