Did you know that the first email campaign rolled out 40 years ago and made $13 million in sales?
Although its sender, Gary Thuerk, was listed as the source of the world’s oldest spam on the Guinness World Records, he was able to achieve his goal by bombarding hundreds of inboxes with an invitation to a product demo.
Ever since then, email marketing has evolved, and a set of guidelines were developed for today’s marketers to follow. Otherwise, their campaigns will just end up in their target audience’s spam folder.
Whilst Thuerk was able to get away with his unsolicited email, anyone who uses the same approach now will surely get a slap from companies providing email services.
So if you’re releasing a new product, staging an event, or maybe launching a new website which you want your subscribers to know about, ask them first if you can add them to your mailing list.
Once they’ve given you the green light, gather as much information as possible—their interests, favourite brands, when and how they read their emails, etc.—as this will help you create content that’s focused on their needs.
In this podcast interview with marketing strategist and author John Hayes, he says “all great products and services solve a problem”.
If you recognise the needs of your customer, then it’ll be easier for you to create a personalised email campaign with the benefits of your product at the core.
The significance of email today
There’s not a single tool out there that has succeeded in dethroning email; even social media giants still have a long way to go to outlast it.
Email marketing remains to be the most powerful communication tool for businesses of all sizes.
In fact, a 2018 study from market research firm Radicati Group reveals that the total number of business and consumer emails sent and received per day will exceed 281 billion this year, and is expected to top 333 billion by 2022.
Aside from having a range of email service providers to choose from, marketers these days utilise an array of tools such as email automation, scheduler, and segmentation, among others.
Being one of the more popular email platforms, with more than a billion monthly active users, Gmail rely heavily on customer data to ensure their users only receive emails on topics that matter to them.
What’s more, they have stepped up their capabilities by integrating Accelerated Mobile Pages (AMP) into their platform, to make reading and responding to emails faster and easier for the fast-growing mobile market.
That signals marketers and online entrepreneurs like you to leverage mobile responsive email templates, which fuel customer engagement and improve conversion rates.
How are your email campaigns faring so far? Let us know in the comments below.
As always, to your continued success,
Dave & Matt