Email marketing: alive and well in 2018

Despite the rising popularity of social media and messaging apps, an Adobe 2017 Consumer Email Survey found that the average respondent spent 5.4 hours per day checking email! And according to a 2016 study by The Radicati Group, email use worldwide is estimated to top 3 billion users by 2020.

At Ingredient, we believe that the fundamental value of email marketing is more relevant than ever. In fact, of all the strategies in your marketing toolkit, email has some distinct advantages.

Here are a few key reasons why it makes sense to leverage email in your marketing efforts:

  • Email is an opt-in tool. That means consumers are reaching out to you. When customers self-identify, they want to hear from you, and you have an opportunity to more deeply engage.
  • You have control of your communication. You aren’t paying for placement or fighting against an algorithm; you call the shots on who receives your message, when it’s sent and how it’s presented to your audience.
  • Email is very measurable. When you get insight into which content people are interested in, you can fine-tune your message to be more relevant, and in turn become a trusted resource for information. Rather than the composite data from social media, email can provide deeper insights into customer engagement.
  • From a consumer perspective, email is easy to engage with. It doesn’t require a login or the need to download updates on a regular basis. Content is available whenever people are interested in consuming it.
  • With the ability to provide personalized and geo-specific content, email can foster more relevant connections with consumers.

What makes email marketing most effective?

One of the advantages of emails is the ability to send, test, and change. The iterative nature of sending email on a regular basis gives you the opportunity to refine both your overall strategy and content in a way that drives continuous improvement.

Some things to keep in mind to improve your email strategy:

ABS: Always be segmenting. Your readers are providing you with a wealth of data about what is interesting to them. Are you listening? You can start with basic segmentation demographic information, but over time you will be able to understand how to send the right message to the right person at the right time.

Mobile first: By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion—that's 80% of all email users. (Source: Radicati)

Integrate and align: The best email experiences are integrated with your other marketing channels, so you can build a holistic communication strategy across platforms. Consumers don’t think of things in terms of individual marketing “channels;” it’s all about creating an overall brand experience. Ensure maximum effectiveness by designing a consistent message throughout all your marketing efforts.

Keep it fresh: Without new content, it can be challenging to keep consumers engaged. Having a master content calendar is essential for an effective communication plan. It’s also important to know what your consumers want to hear from you. Defining your audience using a method such as our Topic Priority Schema exercise, you can hone your message and determine which topics to slot into your calendar.

Manage what you measure. It’s great to gather data, but it’s worthless unless you do something with it. Your consumers give you a great deal of information—make sure you use it to your advantage to help build and strengthen your email strategy.

Fun Facts

  • MarketingSherpa found that segmented emails get 50% more clicks than their untargeted counterparts.
  • According to Adobe Corporation’s 2017 Consumer Email Survey, 70 percent of millennials read their emails in bed. However, they didn’t report how many phones were dropped on faces.