Aug 3, 2015

Is Email Marketing Effective?

There’s no denying that social media gets a lot more media attention than email marketing. However, claims that email marketing is no longer effective are simply not true, and any marketer worth their salt will tell you that email remains a cornerstone of their campaigns.

Email Marketing is PERFECT for Small Businesses: One of the most stubborn misconceptions about email marketing is that you need an entire marketing department to handle running effective email campaigns.

Although a large dedicated team doesn’t hurt, it’s by no means a requirement. Email marketing can be a huge boost for small businesses. Case in point, family-owned business Goat Milk Stuff, a business that sells – you guessed it – products made from goat’s milk.

Social Media and Email Marketing Aren’t Mutually Exclusive: As the recent midterm elections demonstrated, virtually everything can be reduced to a zero-sum, adversarial battle. However, it doesn’t have to be that way.

Just because email marketing might not be as “sexy” as social media doesn’t mean that the two can’t play nice. In fact, combining email marketing with a strong social media strategy can really pay off, as sustainable living blog DIY Natural discovered.

Email Newsletters Can Be Awesome: most email newsletters are crap. Far too many companies see email newsletters as another way to push sales, even though many people who sign up for a newsletter are not looking to actively make a purchase. This can result in low sign-up volumes, high rates of subscriber abandonment, and “newsletters” that are light on news and heavy on pushy sales tactics.

Email marketing is effective because it’s permission-based. The people on your email list have given you the go-ahead to send them messages. They’re bought in. And, with the prevalence of smartphones and tablets, they’re always listening. In fact, email is the number-one activity for people on their phones.


At the very least, your emails should not annoy. One way to ensure they don’t is to allow your audience to decide when they receive your emails. You should set up a preference center where users can adjust their email options.

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