Are email marketing campaigns still worth sending?

Emails are an important form of communication for all businesses. From internal updates and meeting requests to sharing the latest marketing information, we all receive many – often too many – every day.

So, given all ‘the noise’, are email marketing campaigns still being seen?

I think we can all admit that when our inbox is overflowing on a Monday morning, we may find ourselves quickly clicking the ‘delete’ button. Whether it’s direct sales or email newsletters, sometimes you just want to get rid of them and focus on prioritising your inbox.

On the other hand, when Friday afternoon arrives and you find yourself with an up-to-date to-do list, an email newsletter can be well received. You can read, digest, and often engage with the content as you have the time and head space available.

Staying relevant

According to HubSpot, successful email marketing is all about the message delivery. Practices such as impersonal subject lines, ignoring GDPR standards, not having a mobile-friendly template and your newsletter design will all have a negative impact on your open rate. Moving with the times is the solution to keeping your campaigns relevant, something that can be said for all marketing practices.

Mailchimp, in answer to ‘Is email marketing dead?’ says simply: ‘of course not’. While admitting to a decline in the perception of email marketing, the recent advancements in personalisation, automation and optimisation have contributed to its revival.

Part of the marketing mix

Despite the rise of social media and other digital marketing channels, email marketing remains a powerful tool for connecting with customers and driving business growth. It is an important part of the marketing mix and provides an excellent touchpoint for communications that can be easily integrated as part of a cohesive marketing strategy.

That’s why at Nielsen McAllister we have our own newsletter, which is an essential part of ensuring our clients know the latest updates in our business. (Simply fill in your email here if you would like to sign up by the way!) It’s also why we help clients with their email marketing, ensuring the content, design and timing all work for their customers.

Know your ‘customer’

To keep email marketing alive, you must be strategic. Where social media ‘best posting times’ can be flexible, your email marketing shouldn’t be. Test and research to find out your audience’s habits and adapt. Understand the content they want to see and deliver. Don’t just do one thing and hope for the best.

By staying updated with best practices and continuously testing and refining your approach, you can ensure your emails get noticed – even in a crowded Monday morning Inbox.

If you would like a helping hand on your own email marketing campaigns, contact us for a chat – or why not even send us an email!