01 Sep You’ve Got Mail

Email marketing can undoubtedly function as a useful promotional tool. But for the average consumer, a misguided email campaign has the potential to be just as much of a nuisance as telemarketers who refuse to remove you from their phone list. An effective e-blast compels the user to actually click on the email, read its contents and act on the information provided. A less effective campaign will have consumers highlighting your email and dragging it into their digital trash bin. So what does it take to make your message worth reading?

Most companies utilize email marketing in their advertising campaigns. Let’s start with the reason this tool is so pervasive. There are billions of email users around the world and that number is steadily growing. Gmail reached one billion users last year and by the end of 2017, the number of email users in the United States alone is projected to grow to 244.5 million. Needless to say, marketers have an incredible opportunity to connect with consumers all across the globe.

Also, email marketing is pretty simple, and logistically, relatively inexpensive. In comparison to more traditional forms of advertising, email campaigns allow your business to reach wide swaths of a specific consumer base. You can tailor-make your audience and with access to marketing analytics, view the results of your campaign almost instantly. The number of times your email has been opened and interacted with can be measured, allowing your business to tweak your approach and audience breakdown as needed.   

It’s still important to ensure the email you are sending is worth reading, even with a large potential audience of users, a cost-effective model, and instant data. Your business won’t be the only one taking advantage of the accessibility of email marketing and you don’t want to get lost in the shuffle. Or worse, the spam folder. Your campaign should be catchy and action oriented. Capture your audiences’ attention in the subject line and compel them to act on something in the body of the email (sign up, visit our website, buy, etc.) Even utilizing clever designs and copywriting, like this creative Uber promotion, can make all the difference.

Launching an email campaign has a host of benefits for your business or brand.  As a universally accessible medium, email is a prime setting for marketers to engage with their audience. You can personalize your message and interact with consumers easier than ever. So dust off your keyboard, make a list of your consumer contacts, and spruce up your newsletter because email marketing is here to stay.


Sibet B Freides