As a web designer at Atomic, I’ve found that more and more of our customers are turning to us not just to manage their websites, but also to manage their email marketing. That’s great news, because email marketing software is more powerful than it’s ever been.
Here are some of the reasons I’m excited about email marketing, and where I see it really helping our customers succeed.
- It’s measurable. If you create an email campaign using the right software, you can track all kinds of detail. You can see who opens your mail and what stories they click on. You can see how many people forward it, and how many people unsubscribe, bounce out, or mark it as spam. You can even see which email client your readers prefer – so you can tweak your design accordingly. Having this level of detail helps you see what’s working for your readers – and what’s turning them off.
- It has great ROI. Multiple studies have shown that email marketing has the highest return on investment of any form of advertising – as high as $43.62 for each dollar spent. Moreover, many email marketing systems are set up so that you only pay when you send – giving you complete control of how much you spend, and when.
- It reinforces your brand. The days of text-based email marketing are pretty much over. Today’s software lets you design great-looking email templates that reinforce your brand identity every time you send a message. And, the best software out there lets you import your own designs, in your own software, with the click of a button—meaning you don’t have to waste time and money re-creating your branding elements in awkward WYSIWYG editors.
- It’s personal. Again, with the right software, you can personalize your email messaging to the max. You can include your client’s name or the last product they purchased right in the email. You can make sure it’s delivered to them at the right time according to their time zone. You can segment your mailing list and send targeted campaigns to distinct groups of subscribers, or even change the way the signup or opt-out process looks for different types of viewers.
A few months ago, we contemplated whether email marketing was dying. Honestly, at this point, it seems to me that it’s just getting better and better.