Category: Online Marketing

With the continuing rapid and exciting growth of social media platforms in recent years, you could be forgiven for thinking of email as an old-fashioned marketing channel. With the first ever email having been sent back in 1993 – two decades ago – the history of email predates even the inception of the Internet.

However, far from becoming irrelevant, email marketing has aged gracefully and remains one of the most powerful ways to communicate with consumers today. You only have to consider this fact to realise that a consumer’s inbox is still as valuable a destination for your marketing materials as ever:

"People who buy products marketed through email spend 138% more than people that do not receive email offers." ¹ [click to tweet this fact]

So what it is about email marketing that makes it so good at getting consumers’ attention?


Top 3 reasons why email marketing works so well

An opt-in marketing channel
Because users have to subscribe to receive your newsletters, you know that every recipient of your marketing message is somebody that is already interested in hearing more about your brand. This means they are much more likely to open the message, click on a link and make a purchase.

Highly measureable results
Email marketing allows you to track useful metrics like how many people opened the message, how many clicked a particular link and how long visitors stayed on your website. This information enables you to improve your campaigns by doing more of what’s working and less of what’s not. For every improvement, the likelihood of conversion rises.
Email marketing reports enable you to measure the success of your campaigns

Useful segmentation
Want to send different marketing messages to different sectors of your market? Email marketing makes it easy. Choose recipients based on criteria such as location, age and historical data (e.g. the links they have clicked before). The more targeted your campaigns, the more likely you are to get great results.


Going mobile

Optimising your email marketing campaigns for mobiles is essential


While email marketing is as effective as ever, that is not to say it hasn’t changed at all. The context in which we receive email is vastly different to the technology of two decades ago. Email marketing has had to adapt to its new environment in order to survive.

The most significant of changes is the prevalence of mobile devices. When creating your email marketing campaigns, remember to take into account that consumers are browsing the Internet using smartphones and tablets more than ever. In fact, a recent study predicted that mobile will have overtaken desktop Internet usage as soon as 2014.² [click to tweet this fact]

Therefore, an email marketing campaign fit for 2013 should feature:

Visually appealing design
Large images and well-chosen fonts in brand-appropriate colours are the winners in email newsletter design. You haven’t got very long to grasp your recipient’s attention, so pull out all the stops to make sure you do.

Minimal text
Consumers have become used to gleaning the information they need quickly, so make it easy for them by writing as concisely as possible. Using snippets of text can be more effective than long paragraphs.

Mobile-optimised landing pages
Any links within the email should lead to a mobile-optimised version of the page. Using the same landing page as the one designed for desktop-based recipients will only result in a high bounce rate, so do take the time to create a mobile-friendly version.

Does your marketing strategy include email marketing? How are you adapting it for the increase in mobile usage? Let us know by leaving a comment below.

Need some help getting started with email marketing? Contact us to find out about our Managed Email Marketing Services.

¹ Convince and Convert
² Morgan Stanley Research


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About the team behind this blog post
De Facto Software is a leader in ERP solutions and web/app design and development. Find out more about our ERP software and the online services we provide.