The Crew Log

An Ongoing Anthology of Moon Musings
Is Email Marketing Still Effective?

3 Reasons Why Email Marketing is Still Effective

If you’re not taking advantage of email marketing, you should. And here’s why.

When clients come to us for our recommendations, we commonly include email marketing on our list of suggested implementations. That’s because we believe email is very effective at generating leads, driving sales, and nurturing customer relationships. We could spend all day talking about the business benefits of email marketing, but we think we can convince you of the tool’s awesomeness with just three reasons.

 

#1 Email Marketing Has a High ROI

If there’s one thing you should know about email marketing, it’s this: email has a 4400% ROI. That means that for every $1 spent, email returns $44. Let’s just stop and consider those numbers for a second.

 

Email ROI

A 4400% ROI?! That’s crazy. But wait, it gets crazier. Email marketing also drives more conversions than any other marketing channel, including search and social. And, consumers who purchase products through email spend 138% more than those that don’t receive email offers. Clearly, email campaigns are powerful revenue drivers. So what is it about email that makes it such an effective marketing tool?

Well first, a lot of people use email. Over 85% of adults in the U.S. send and receive messages. And of those people, 90% of them check their inbox every day. People can (and do) check their email almost anywhere— 11% of people admit to checking their email during a formal ceremony.

Adobe Email Report Graph

Second, email is accessible on all devices. In a previous blog, we talked about the importance of making your website mobile-responsive. This is because more than half of all website traffic came from a mobile phone. Luckily, it is very easy to write or read emails on phones and tablets. At least 50% of all emails are opened on a mobile device already.

Third, email marketing is incredibly affordable. If we look at Facebook, about 2% of your followers will see your organic posts. In order to get more reach, you have to pay for it by creating a sponsored post. With email marketing, however,  90% of messages are delivered into the inboxes of your customers. You can get your content in front of a lot of eyeballs without having to pay for a “sponsored email.” Bonus! There’s no email algorithm working against you!

 

#2 Email Automation Builds Trust

We know email marketing has a high ROI for some very compelling reasons. But it also helps you stay engaged with your customers through automation. Now, we’ve all gotten that “Happy Birthday!” email from our dentist. While that is an example of automation, it’s not a very good one. You can (and should) think bigger and better. 

Automation is a powerful email marketing feature that allows you to send multiple touchpoints, triggered by time or action, to customers throughout their buying journey. 

To make the most of automation, you want to be strategic. This starts by mapping out the customer journey and building email campaigns tailored to that journey. This way, you’re not sending random emails, but rather emails that are timely, relevant, and catch people at the right time with the right message. 

Marketing Funnel

Automation strategies work. Automated emails get 119% higher click rates compared to one-time emails sent to an entire subscriber list. And, automated emails have conversion rates up to 50% because, again, you’re sending perfectly timed emails that catch people when they’re ready to act. In the beginning, the act may be opening your emails and clicking through to your website. Later the act may be purchasing a product or leaving a review.  

Here are some examples of popular automated messages.

 

Welcome Emails

If someone purchases a product or opts into your subscriber list, sending them a welcome email would be wise. On average, 320% more revenue is attributed to welcome emails. They set the tone for the kind of relationship you’ll have with your customers. Sharing instructions, tips, or answers to common questions signals to customers that you care about creating a positive brand experience.

Take this welcome email from AirBnB for example. The content clearly outlines the next steps customers can take to start using the AirBnB platform, like find a home or explore experiences.

AirBnB Welcome Email

Promotional Emails

One of the main reasons customers opt into emails is for the promotions. Seventy-seven percent of people prefer to receive promotional messages through email than any other channel. Email is a great tool to share special offers, sales, seasonal or holiday discounts, or upgrade discounts.

The Starbucks email below blends promotional and branding content together, giving the message a little more umph. In addition to offering a promotion, the email also highlights featured drinks that customers can now try with their special offer!

Starbucks Seasonal Promo Email

Lead Nurturing Emails

Wouldn’t it be great if every email subscriber moved down the conversion funnel as quickly as American Olympic medalist bobsledder Aja Evans?

Unfortunately, it can take weeks or even months for a lead to become a converting customer. But within that timeline, there’s a valuable opportunity to build relationships and trust with your subscribers.

Ninety-two percent of customers are more likely to purchase additional products or services from businesses they trust. To build that trust, you can automate email campaigns to continue to educate, inform, and engage audiences hanging out in the awareness or consideration phases of the sales funnel. Your emails can highlight industry news, blog articles, or free resources on your website. There are endless content opportunities.  

This email from Sephora is a great nurturing email example. A lot of their customers are into video tutorials. So the makeup company smartly delivered a makeup tutorial to their subscribers’ inboxes. This email helps Sephora continue the conversation with customers.

 

Automation is important because, unless your Santa Clause, it can be really hard to keep track of which customers are naughty or nice, new or returning, cart abandoners or purchasers, etc. Isn’t it nice that your email marketing tool can keep track of all this for you? The tool knows what content to send when and to whom.

 

#3 Email Personalization Drives Purchases

Automation goes hand-in-hand with the third compelling reason in our list, which is personalization. Emails that go out based on actions or timed-triggers don’t have to have a one-size-fits-all message. Instead, you can make each subscriber feel like that special someone. Doing so pays off. Personalized emails can increase click-through-rates by 14% and conversions by 10%.

To be clear, personalization is so much more than using your customer’s first name in the subject line or body copy. (That’s just a no brainer!) We’re talking about personalizing your email content to match the wants and needs of many different customer segments.

For example, you can promote winter coats to subscribers in Alaska and swimsuits to subscribers in Hawaii. You can send a 10% coupon to low-spending customers and a 20% coupon to high-spending customers. This type of tailored content is 25% more likely to be opened.

Personalizing your emails starts by segmenting your subscriber list. Depending on your strategy and goals, you can segment by age, location, past purchases, position in the sales funnel, or personal interests. Once you have email lists for all of your customer segments, you can start brainstorming content for each of them.

Let’s look at some examples of great personalized email content.

Summary Emails

Lyft is one of many companies that send annual summaries. Using customer data, this email breaks down the customer’s relationship with the company, encouraging them to think about how they’ll continue to use the ride-share company in the future.

Lyft Summary Email
Personalized Recommendations

Personalization can go as far as talking to your customers individually. Customer history and behavior data are powerful sources for personalized emails. For example, Spotify will look at their customers’ listening history to create emails notifying customers of artist recommendations.
Spotify Personalization Email

And referencing Sephora for a second time, the company sends “Restock Your Stash” emails based on products customers have previously purchased.

Sephora Restock Your Stash Email

In today’s world, your brand is defined by the customer experience.  Eighty six percent of consumers will go so far as to pay MORE for a positive experience. Using personalization tools within an email marketing campaign is one easy way to deliver that personalized, special, one-of-a-kind brand experiences.

 

High ROI + Automation + Personalization = A No Brainer

In the digital marketing ecosystem, email along with social media and paid digital advertising all work together to increase your brand awareness, website traffic, and conversions. But email offers exclusive perks. It has a very high ROI. It offers great exposure. It lets you keep in touch with thousands of people while also sending super-personalized content.

Have we convinced you that email marketing is a killer tactic? If you think email could work for your business, let’s continue the conversation. Our team of strategists, copywriters, and designers can get your awesome email campaigns off the ground.

 

 


 

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Why Branding Is Good For Business

Why Branding is Good for Business

Every successful company has a strong brand identity. Here’s how we can help you build yours.

 

A brand is essential to every successful company or organization. It doesn’t matter if you’re a small locally owned business, a non-profit, or a startup company—you need a brand.

 

Why? The answer is in the difference between soda and Coca-Cola. One is just a product; the other is an experience. You don’t create a relationship with carbonated sugar water. You create a relationship with a brand that believes happiness can be achieved by the simple act of sharing a Coke. Brands transform ordinary products or services into memorable experiences, and these experiences drive repeat purchases. Without a brand, Coke is reduced to just carbonated sugar water.  Eighty-two percent of U.S. adults claim they are loyal to a product or brand. Sixty-four percent of consumers say shared values are the primary reason they have a relationship with a brand. At the very least, branding earns you greater visibility. Color can increase brand recognition by up to 80%.

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CBD Marketing Guide 2019

CBD Marketing Guide 2019

Learn how to advertise your CBD products with our list of marketing suggestions.

 

When is the last time you saw a CBD product? The answer is probably yesterday. Hemp-extracted CBD products are quickly flooding the market and big-name brands like Coca-Cola and CVS are jumping on the bandwagon. In Charlotte, six new CBD stores have opened up in the last year. CBD is not a typical product and neither are the marketing implementations for CBD oils, bath bombs, tinctures, salves, or topicals. With the explosion of emerging CBD brands, now seemed like the right time to offer a list of what we believe are the most effective CBD marketing tactics.

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Using Hashtags to Find Your Perfect Audience

When social media feels overcrowded, hashtags can help you find and connect with target audiences…if you know how to use them.

“If you build it, they will come.” The classic movie Field of Dreams popularized this mantra, which reasoned that if you put in the work to create something great, people will notice. It’s a great concept, but not always true. Especially when it comes to social media.

Today, there are more than 3 billion social media users worldwide. In that large of a crowd, it can be hard for your target audience to find you, even if you’re building really great Instagram posts.

That’s where hashtags can help.

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Should I Hire A Marketing Agency?

Not sure if you need help from a marketing agency? Answer these two questions to find out.

Let’s say your company is getting ready to launch a new product. Or, your brand feels as old as the original Apple logo and really needs a refresh. These are real-world business scenarios our clients have faced, prompting them to ask the question a lot of companies ask: Should I hire a marketing agency to help me with this?

You might look to your budget for the answer, in which case we’d yell:

STOP

We know from working with clients for over 20 years that budgets are a real thing and spend must to be justified. But deciding whether to hire marketing services cannot solely be based on your budget. If you’ve ever considered working with an agency, here are two simple questions that will give you your “Yes” or “No” answer.

 

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Jessica Bains

Jessica | Goodbye & Good Luck

A.A. Milne, author of Winnie-the-Pooh, once wrote:

“How lucky I am to have something that makes saying goodbye so hard.”

 

I never thought I’d find myself writing this blog post, but here I am! I’m saying goodbye to a company that welcomed me with open arms. Moonlight has taught me more than I ever expected in these last three years.

 

This transition is so bittersweet. On the one hand, I’m very excited for my new adventure in Raleigh, NC, but on the other hand, it’s so hard leaving these wonderful people behind. I will miss our sweet, little office with its abundance of cozy chairs. Tuesday staff lunches are something I’ll definitely miss looking forward to. Desk decorating, mimosa moments, and celebrating (or dressing up for) every silly holiday out there are some of the few great memories that I will cherish. It was those moments that made working at Moonlight never feel like work.

 

I’ve built some great relationships with so many clients, who I will also miss dearly. I’ve learned and grown so much at Moonlight and am forever grateful to Dawn for allowing me to explore beyond my comfort zone and for helping me reach my potential. I can’t thank her enough for bringing me on to the team.

 

It’s going to be strange not seeing these amazing people every day, but I’d like to consider myself a ‘Moonlighter’ for life. Thank you all for putting up with my lame jokes and amusing quirks, for letting me be your part-time office DJ, and for being such a great team. Thank you for everything.

 

 

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Influencer Marketing

Britney Spears drinking a Pepsi. Steph Curry shaving with a Gillette razor. Influencer marketing has been around as long as marketing itself. The goal is simple: find people with clout within your market and partner with them to showcase your product to their followers. How convenient that their followers just so happen to be your target audience!

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