#Is Email Marketing Still Effective?

As new digital marketing channels continue to emerge, many marketers question whether older tactics like email marketing are still relevant. In today's fast-paced world with endless distractions, does email still have the power to cut through the noise? At the Digital Marketing Training and Professional Learning Center, we believe email marketing remains a highly effective strategy when done right.

Why email marketing works

There are a few key reasons why email continues to perform well as a marketing channel even in 2021:

Email delivers high open and click rates: On average, the open rate for commercial emails is around 20-30% according to various studies. This is much higher than other digital channels like social media posts. Emails also see solid click-through rates of 2-5% on average for properly targeted lists.

People check their inboxes daily: Despite the many alternatives, email is still the primary way people receive communications from businesses, friends and colleagues. Most people check their inbox at least once per day if not more frequently. This makes email a very prominent marketing channel.

Email is integrated into daily habits: With email so ingrained in our daily workflow, it's not seen as an interruption like push notifications or ads on social platforms. When executed properly, email marketing fits naturally into people's routines of checking messages.

Personalization is possible: Advanced email platforms allow marketers to personalize content and offers for each recipient based on past purchases, website activity or demographic data. This level of personalization builds stronger connections with customers.

Email archives for later: Unlike other channels, email messages are stored in inboxes for recipients to access anytime at their convenience. This ongoing discoverability gives email campaigns lasting promotional power long after the initial send date.

Best practices for email marketing

Now that we've established why the fundamentals of email make it a compelling marketing medium, let's discuss how to maximize its effectiveness through strategic best practices gained from our Digital Marketing Training program:

Send targeted, permission-based lists: Only email people who have opted into your list by signing up or making a purchase. Nurture trust by sending tailored messages they actually want to receive.

Offer value with each message: Don't just promote - create a reason for people to open your emails by providing useful content, helpful tips, exclusive deals or other value.

Write compelling subject lines: Subject lines are like social media headlines - hook people into opening with intrigue, benefits or prominent calls-to-action. Test different lines to see what resonates best.

Keep copy concise yet compelling: Give recipients a quick win by getting to the point in the first few sentences. Use compelling language, visuals and a clear CTA to drive desired actions.

A/B test continuously: Split test different elements like images, copy, offers, subject lines and more to see what's most effective. Make ongoing optimizations based on your Professional Learning Center learnings.

Measure and monitor metrics: Track standard KPIs like open/click rates plus correlated sales data. Identify top performing contents and campaigns to replicate successes.

Nurture non-openers: Send follow up messages with modified subject lines to draw out lapsed openers. Also segment into re-engagement campaigns focused on win-back behaviors.

Email as part of a full marketing strategy

While email undoubtedly has lasting power as a channel, it works best as one piece of a holistic multi-channel strategy developed through thorough Digital Marketing Training programs. For example, web traffic and conversions driven by email can be further amplified when recipients also see coordinated:

Search engine ads targeting related keywords

Social media posts on platforms frequented by your audience

Display ads served across affiliated sites

Retargeting ads engaging past website visitors

Cross-promotions between email and other owned channels

The synergies created between carefully aligned email, paid media, organic outreach and data-driven personalization give businesses a major competitive edge. By following proven strategic frameworks and best practices learned in the Professional Learning Center, marketers can maximize returns across all touchpoints.

Conclusion

In today's noisier digital landscape, the focused targeting and daily exposure of email marketing provides significant advantages versus newer alternatives. When practiced strategically using multi-channel attribution, email remains just as potent a revenue driver as ever before. With continual testing, optimization and cross-promotion following the guidance of comprehensive Digital Marketing Training programs, marketers unlock its full promotional power. So for many businesses, email rightly deserves an important ongoing place in their integrated marketing plans.