Email gets a bad rap, but remains an extremely effective and affordable marketing tool

What do you think of email marketing?

People consistently say, I don’t like spam; I don’t read email from companies selling me stuff; email is intrusive; or, my inbox is already too crowded, so why would I want more?

While each complaint has some validity, email is still one of the most important tools marketers have.  There are many reasons why: it’s measurable, easy to test, easy to improve and refine, customers have asked for it, it is easy to segment and it is cheap. And, when it’s done right – when an email offers value and/or a relevant message – people do actually like receiving them, no matter how crowded their inbox is.

Great Measurement

Emails have always been trackable, but today’s email marketing and automation solutions can track just about every little detail on your message. From the subject line to the opt-out percentage, it’s all measurable – you can track whether someone clicked on the blue button or the red, whether they like subject line “chance to win” or “win tickets now,” and so on. From there, you can easily track results, and refine your message for next time. This means that every email you send can be improved for the next campaign.

This is a valuable opportunity to learn about your subscribers’ interests and needs, and ensure that the next time you send an email, you’re delivering real value.

Getting Opt-ins is Critical

Today with junk and spam filters we all know it is fruitless to send out unsolicited email. However, opt-in emails have proven to be very successful – and providing an easy, one-click opt out also generates trust between you and the recipient. The good companies provide recipients with a one click opt-out process. Sending an unsolicited email, or making it difficult to opt-out, is a great way to poison a potential relationship before it even begins.

How to Build Your House List

What if you don’t have a large email list or a ‘house’ list? This is a great opportunity to leverage your partners. Why not see if you can advertise on their list? If you ran a contest in a partner’s email blast, these email addresses could become yours. You can always return the favor when your list is built up.  In addition, there is a ton of advertising space with third party companies’ email house lists. Just remember to always include an opt-in button when acquiring those addresses, to ensure you are gaining their permission to email.

“Renting” anonymous lists is an option, but not usually a great one; first, because they can get quite expensive and second, they are not necessarily relevant. But partnering with companies that serve similar target audiences, who have a strong relationship with their base, can be affordable and effective.

Most Will Give Brands a Chance

Most people will give brands a chance. Look how quickly Groupon took off – their whole business is based on you opening those daily emails. Furthermore, their emails are segmented by location and neighborhood. This is all based on information users have provided them – because their emails have provided value, users will stick with them.

Email Marketing Works

Email marketing can be one of the most effective marketing tools in your toolkit. Once you obtain an opt-in, it is critical that you develop the relationship with your customers, and provide value to them, in order to build trust; if you do, you can be sure they’ll keep on opening your emails. If they’ve given you their permission to speak to them, don’t ruin it by sending out irrelevant emails.

Continually focus on improving the quality of your email. Leverage partnerships to expand your list, and segment your list on an ongoing basis by rewarding users for information provided.

Remember, permission to communicate with you is a reward your users have given you. Ensure you value this reward and use it wisely.