It seems like every year some guru predicts that “this will be the year email dies.” While it is frequently maligned, email remains one of the most effective and cost-efficient channels you can incorporate into your business growth strategy.

Why do I say that?  Simple, it works! 

In case you have lost faith in email let me suggest five reasons to reconsider.

benefits of email marketing

  1. Everyone, except maybe my 92-year-old mother, uses email.

In 2021 there were 3.9 billion users of email world-wide. Certainly the prospects for your business have an email address and check it frequently. As you can imagine there was a dramatic increase in the volume of email traffic during Covid, a trend that I expect to continue especially since so many employees now work from home.

benefits of email marketing

  1. The ROI for business users is excellent.

Studies across a wide variety of industries indicate that for each dollar of expense associated with an email campaign forty dollars of revenue are realized. That beats all other channels.

That being said, there are certainly some best practices to follow if you want to have effective campaigns. Most important of these is your list, making sure it is as up to date and accurate as possible. Ideally you have built a list of customers, friends of your business, and viable prospects over time. 

Keep in mind that there are brokers who will rent you an email list. You are able to precisely define who you want to target with this list and can make an offer that will entice some of the recipients to “opt-in” for your offer. Remember you have just rented the list and in most cases are allowed to send just a single email. The purpose in renting a list is that anyone who does accept your offer and provides their email can be added to your business list.

benefits of email marketing

  1. You can use email in many ways.

Many companies publish some type of email newsletter. Email is a very effective way to maintain a consistent presence with current and past customers, improving retention. Promotions and new product announcements can easily be designed and sent. Perhaps the most frequent use is lead generation and the acquisition of new customers. Email is an integral part of a well designed marketing funnel.

benefits of email marketing

  1. Email is affordable, even for a new business.

Need to get the word out about your new business? If you are in the B2B space email is by far the most economical way to announce you’ve arrived. Consider an event invitation, offer for an introductory product or service, or discount coupon for responding by a specific date.

benefits of email marketing

  1. Artificial Intelligence is improving email results.

AI technology is impacting most industries, and email is no exception. Some examples: managing the time that an email is sent to a specific customer/prospect when they are most likely to open. Some Customer Relationship Management (CRM) programs are now using AI for predicative analysis and machine learning to predict future behavior based on previous interactions and data. We’re also seeing new ways to automate content, optimize subject lines, even use sensor data to customize the messaging for a specific individual!  (Brave New World!)

Hopefully I’ve convinced you that email marketing is not on life support but has become even more robust as technology advances.

But that is just part of the equation. Once you decide to create an email campaign, how do you deliver it? You certainly don’t want to type and send individual emails! No, you need an autoresponder. This is a program that will take your list of names and email addresses and send the same message to everyone on the list. 

More than that, you can program an autoresponder to integrate with your website or landing pages so within minutes (or less) of someone expressing interest in your offer they automatically receive an email from you. By using “wild cards” in your email template that email can be personalized with their name, company name, birthday, or other information you have access to.

Sounds complicated, but the programs available for a local business are both sophisticated and simple. As a general rule when you sign up with one of the providers you will pay a monthly fee based on the number of names on your list and/or the volume of emails you intend to send in a month. 

While there are several dozen email delivery programs on the market, I’m going to profile just three in this article, all three of which we have used in our business over the years. Please keep in mind that the purpose of these programs is primarily to send emails. There is another category of programs that also offer marketing automation and other sophisticated CRM functions. Those tools are the subject of a future article. 

In suggesting these three programs I’m only sharing our experience with them. We do not get an affiliate commission if you follow the link and subscribe. I have also used other autoresponder programs in the past, but not recently enough that I felt I could speak accurately about them. Here they are:

Mailshake (https://mailshake.com)

Mailshake is an incredible platform for lead generation and cold email marketing.

Some of the features include:

– integration with Zapier, gmail and Google Suite
– personalization fields
– pre-written email templates
– scheduling calendar and sending controls
– email list cleaning
– tracking and reporting

Although Mailshake doesn’t offer tagging features like some of it’s competitors, it does track which emails open and click which allows for segmentation for retargeting.

One negative is that it’s built for one purpose only – email marketing and is not designed to be used as a CRM like some of it’s competitors.

Mail-Click-Convert  (https://mailclickconvert.com)

This is a great tool for one specific use: building your list. Originally designed for political and fundraising mass email campaigns, their programs start at 100,000 emails sent each month. 

How would you use this? You have one of the email scraper tools and want to send a large volume of emails to see how many are actually deliverable and collect opt-ins. Perhaps you have an old list you got from another company and need to test it. 

The reason to use MCC in these situations is that they have built in an interface so that you are not using your business email address, risking spam complaints and potentially having your address blocked. This company also has a service where, for a small fee, you can upload your list and they will test deliverability for you before you send.

One negative with this program is that you cannot set up a multi-day sequence of emails. 

Get Response (https://getresponse.com)

One of the first (started in 1998) companies to develop autoresponder technology, Get Response remains one of the best low-cost tools for creating and sending email campaigns. If you’ve never used an email tool before the video training is quite good, and customer support is very responsive.

The program includes a module where you can create landing pages and connect them to your campaigns. There are quite a few templates to choose from. You can also create forms. 

On caveat to keep in mind with Get Response is the low threshold for spam complaints. My advice earlier in this article about having a clean list is very much applicable to this platform. 

We used Get Response here at Alchemy for years and found it to be an excellent solution. We currently use a CRM tool with more automations, but I can readily recommend Get Response for a newer company or if you need a tool for managing periodic email blasts.

The subject of email marketing and the tools available is much more extensive than I’ve discussed in this article. I welcome the opportunity to help you evaluate this channel for your business and can help you navigate between the myriad of programs available. Please go to my calendar and find a time that works for you and let’s have a conversation: https://calendly.com/gordonvanwechel/45min

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