We get this question a lot: “Is email marketing still relevant?”
Our answer: “It depends.” (Surprised?)
While I’d agree that email marketing is more relevant today than, say, direct (snail) mail, email marketing is difficult for us to recommend to clients as a general tactic—you must be careful with email, otherwise you run the risk of being ineffective at best and annoying at worst.
A Few Things To Remember About Email
1.) Email is not a direct alternative to traditional mailers. In other words, the Write-Send-Pray approach used with direct mail can’t be applied to email marketing—or at least it doesn’t have to be. Those on your contacts list have already opted in to receiving updates from you, so you can be more specific with your message than if you were targeting a very general audience. Also, if you’re using software like HubSpot, you can use browsing histories to segment visitors and tailor email messages and related offers to them based on their interests.
2.) Everyone is inundated with email—all day, every day. Which means that the message must be relevant to the receiver—from the very first glance. Typically this means getting to the point early (like, in the subject line), and building value for the receiver linearly through the message up to the call-to-action (and beyond if you’ve chosen to structure the email that way—we’ll get to this point in a bit). A good rule of thumb: if a total stranger couldn’t tell you what the body copy of the email will be about after only a single glance at the subject line, you weren’t specific enough.