Still alive still got it

Reports of the death of email marketing have been greatly exaggerated. Yes, it’s been around for a while now and as business marketing embraces shiny new digital toys and tools, it can be seen as a bit old school. But you know what? It’s still a very powerful part of digital marketing and if anything, is enjoying a bit of a resurgence that definitely shouldn’t be over-looked. Here’s how it could help your brand, with a little help from us.

Marketing to those who matter

Email marketing operates brilliantly for keeping in touch with your existing customers. If people like you enough to sign up for emails, and if you send them messages, offers, updates, promotions, etc you know they will like, when they want to receive them, it’s a win win for you and your brand.

It’s one of the few forms of marketing that consumers actually consciously choose to receive. Which shouldn’t be forgotten. That means higher conversion rates than other forms of marketing which they didn’t opt in to.

And done properly, it builds loyalty. Your customers turn into fans. If the content is right, they’ll share it with other people. The knock on “Hey have you seen this?” effect is a fantastic additional benefit and helps you convert even more potential customers.

As part of your overall digital strategy and working alongside social media marketing and digital advertising, this more mature medium is still bringing in the goods.

Everyone is on email
Email is used by 2.9 billion people. That’s like half the world’s population. Everyone you know uses it. They check it first thing in the morning and last thing at night. When you’re at work you don’t Tweet a college. You don’t Snapchat your boss (hopefully). You email them. This is not going to change. People don’t hate emails. They just hate getting emails they don’t want.

It has a better return on investment
The stats have probably changed since writing this, but at the time of going to press (or whatever the digital equivalent of that is) for every £1 you spend on email marketing you get a £44.24 ROI. That’s pretty impressive. An email is 6 times more likely to get a click through than a tweet.

It’s targeted and tailored
Whether you’re in B2B marketing or B2C marketing, you can use a creative and effective email template to specifically target your target audiences. You can see what they respond to best, what they click on, what they follow up on. And so tailor your messages, offers and promotions to them in a much more personalised way.

It’s cheap
OK, we know the preferred term is cost effective but email marketing really is cheap to produce and dispatch. Especially compared to traditional advertising, like direct mail.

It’s mobile
And you can send emails via different devices and speak to your audiences when they’re on the go so it’s flexible too. And can be read and responded to just as quickly as text messages or instant messenger services.

Elastic’s email expertise

We operate our own enterprise email marketing tool called Ping, which is based on Campaign Monitor’s services.

Through Ping we can help you reach more people with the right message through a whole range of email marketing services. Including:

  • Email design including mobile
  • Content writing
  • Email campaign production
  • Import and management of lists
  • Sending and monitoring of email opens
  • Full campaign reporting

For 69.7% of US internet users, email is the preferred method of communicating with businesses (eMarketer).

Be even better at B2B

Email marketing’s real strength is as a business marketing tool.

When working seamlessly alongside your beautifully designed, user friendly, responsive website (created with Elastic of course), these two digital channels can be the beating heart of most of your B2B activity and marketing.

Your emails and site work together to better engage with, convert and retain the kind of customers you want. Email marketing is how you can drive traffic to your site, sharing some of its content or providing unique editorial of its own at the same time.

We can also build an email sign-up form into your site so that you can automatically build up your subscribers.

If you already have a list that you want to use for email marketing, then Elastic and Ping can handle that.

As we pointed out above, it’s vital that all your marketing emails are viewable on and specifically designed for all mobile devices. And we are very experienced in creating in engaging mobile email templates that work on the go.

We can build you an email marketing strategy that dovetails perfectly with your other digital outputs and maximizes the results of your digital marketing campaign.

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