Email marketing predates social media by about 25 years, and, in a business easily seduced by the new, email marketing seems to have lost its glamor. Indeed, there is a misperception that it doesn’t work anymore. People think it is too old. It’s tired. It’s not social enough.
Myth 1: Email Marketing is Not Effective Anymore
Reality: Email marketing might actually be one of the most effective tools out there. And it seems to be becoming even more effective in an increasingly mobile society.
Myth 2: People Don't Open Emails
Reality: People open their emails more often than they do other things online. MailChimp runs analytics on huge numbers of email campaigns. The most successful email campaigns have open rates of up to 89%. If you don’t see numbers like that for your emails, don’t worry too much. Most industries see average open rates of between 20% and 30%
Myth 3: You Can't Design Emails
Reality: You can design emails. You already do.
Myth 4: Emails aren't interactive
Reality: Emails can include a whole host of interactive elements. You can insert an animated GIF or other moving images. You can link to all sorts of things. You can drive people to video. You can invite people to take action, sign a petition, make a donation or buy a product.
Myth 5: Emails aren’t great for measurement and analytics
Reality: Marketers really focus on measurement. It makes sense: we need to know what is working and what isn’t. Email offers a whole load of information about how your audience is receiving your message. Not only can you can see who opens your email and who clicks through it, with newer software, you can get that information in real time. When a reader clicks on your email and goes to your website, you can track their entire user experience.
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