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  • Writer's pictureCynthia Levin

Email: One of the Most Powerful Marketing Channels to Grow Business

Welcome to part one of our four part email series. In this article, you will learn why email marketing is an essential element to your marketing strategy, why it is still relevant in 2020, why your campaign might not be working, different communication strategies and when you should send.

Why Is Email Marketing Important

Email marketing allows you to build relationships with leads, customers and past customers. It’s your opportunity to speak directly to them in their inbox, at a time that is convenient for them. When coupled with the right message, email can becomes one of the most impactful marketing channels for your business.

According to a study done by McKinsey & Company, email marketing is up to 40 times more effective than social media and the buying process happens 3 times faster than in social media. Unlike social media, in email marketing there is a base of subscribers who are already interested in the subject sent by the brand or company.

Why is Email Marketing Still An Effective Strategy in 2020

There is no question, email marketing is still effective and will always be. In 2020, email users will be at 3 billion according to The Radicati Group.

If your email efforts are not working it’s not because of the marketing channel, it’s because the strategy is not working. In other words, the content of the emails are not meeting the interests of the recipients.

3 Reasons Why Your Email Marketing Strategy Might Not Be Working

1. Content is not meeting the interest of the recipients.

2. Tireless sending of emails.

3. Missing motivating action driven CTAs

4 Email Communication Strategies

1. Commercial: This is the most traditional and intended to increase impulsive behavior when announcing promotions or new products.

2. Loyalty: Retains customers, these campaigns aim to promote a relationship with the brand or company in order to generate more sales.

3. Informational: These are mainly intended to inform clients or get feedback on a particular service or product.

4. Location: This is used to inform people about the location so they can go and become an in-store consumer.

What Is The Best Day To Send Emails

This varies from industry to industry, but in general, the best day for highest email open rate is Thursday and the best day for highest click-to-open rate is Saturday.

According to HubSpot, if your campaign involves daily emails, here’s their suggestion for a weekly schedule.

  • Monday – Promote content outside of your campaign, like boosting a product stack that’s related to your upcoming campaign.

  • Tuesday – make this a teaser, a quick video or announcement preparing them for more details for the following day.

  • Wednesday – Campaign launch day. It’s the day you will find the most opens so put your best email forward on this day.

  • Thursday – Push interactive email content like case studies, video, and product demos.

  • Friday – Choose something that readers will find fun, such as social media hype over a campaign.

Ultimately, email is an essential part of any marketing strategy. The four things to keep in mind when sending email campaigns are they align with your target audience’s routine, you're tracking analytics, you continuously need to be auditing your efforts and most importantly TEST and then TEST again.

Contact CMCollective today to learn how to improve your email efforts.

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CMCollective is a growth marketing firm focused on digital marketing and strategy. We are your marketing partner who understands brands and the marketing efforts needed to support growth and results. We are an extension of your organization, helping you grow and meet your business needs by working with your teams to create, develop, implement and analyze result driven strategies. CMCollective specializes in Business and Marketing Strategy, Mobile App Strategy and Management, Inbound Marketing, Email Marketing, and eCommerce/Website Strategy and Management.

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