Connect with us

Business Marketing

Some experts say email marketing is dead: true or false?

With the rise of social media and shortened attention spans, some experts claim email marketing is finished, but is that really true?

Published

on

email marketing

email marketing

Is email marketing dead?

Some have claimed that email marketing is “dead”; that it’s no longer an effective marketing tool. In reality, email marketing is anything but dead. It’s alive and well and produces great results if planned and executed properly.

Key benefits of email marketing

Email marketing has several benefits over other marketing channels such as direct mail. One big one is cost.

An email campaign may cost anywhere from $20 to $50 per month if sent to up to 1,000 contacts using a CRM or dedicated email marketing system. Direct mail on the other hand costs anywhere from fifty cents to five dollars or more per piece/ contact. Using the most conservative estimate, direct mail at fifty cents sent to 1,000 contacts once a month would cost $500, significantly more than the $20 to $50 for email.

Another key benefit is speed and efficiency. While an email campaign can be planned, written, and sent out right away, direct mail takes a whole lot longer – often weeks or months from planning to final delivery. Because email is fast, you’re able to reach out to people with messages that are timely and relevant.

Perhaps the biggest advantage of email marketing is that it makes it easy to track and measure the success of your campaign and to identify your hot leads. You can view graphs and charts and see hard numbers on open rate, click-through rate, and forward rate. You’ll also know who opened your emails, clicked on the links, etc.

If certain messages are not working, you’ll know and can improve your email communications moving forward. If you find that a small group of people just read an email you sent out multiple times and forwarded it, those people are perhaps hot leads that you could call up or further engage with in some way.

Where does direct mail fit in?

Direct mail still has an important place in the marketing mix because it can be very effective in resonating with people. When your clients receive a beautiful newsletter or flyer from you, for instance, it shows them that you care enough about them to invest significant time and money in keeping in touch with them.

It’s much rarer to receive something in the mail these days than to receive an email which is why a good direct mail piece can really make you stand out and get noticed. I recommend that you send direct mail to your very best clients and use email marketing for your prospects and the rest of your clientele.

The bottom line

The bottom line is that email marketing is fast, inexpensive, and highly effective. It also provides people with instant gratification (“Click on this link now to contact me!”).

When it comes to keeping in touch with past clients over time, this is easy with email marketing. You can assign your clients to drip email campaigns where personalized, targeted, and useful emails automatically get delivered to your clients’ inbox at various time intervals.

It’s important that you use a good, industry-specific CRM system, which will make drip marketing campaigns, personalized and targeted mass emails, and email campaign reporting possible. Look for a system that’s easy to learn and use and has robust contact management and email marketing aspects to it.
It’s essential that you find your balance when it comes to keeping in touch with your clients and prospects and the channels you use to do so. But remember, email marketing is definitely not dead!

Matthew Collis is part of the Sales and Marketing Team at IXACT Contact Solutions Inc., a leading North American real estate CRM firm. In addition to overseeing many of IXACT Contact’s key sales and marketing programs, Matthew works with REALTORS® to help them achieve their real estate goals through effective contact management and relationship marketing. IXACT Contact is a web-based real estate contact management and marketing system that helps REALTORS® better manage and grow their business. The system includes powerful email marketing capabilities and a professionally designed and written monthly e-Newsletter.

Continue Reading
Advertisement
14 Comments

14 Comments

  1. Cheryljns

    July 19, 2012 at 3:08 pm

    All I can say is, I sure hope it is dead!  I’d love to have a little less stuff overflowing out of my email inbox!

  2. richfournier

    July 24, 2012 at 6:39 pm

    @Market_Leader Email Marketing is not dead. Use it wisely and it is a cost effective way to stay in touch with everyone.

    • Market_Leader

      July 24, 2012 at 6:40 pm

      @richfournier definitely agree with that. I thought most #realtors would disagree with it being ineffective!

      • richfournier

        July 24, 2012 at 6:52 pm

        @Market_Leader #realtors most realtors are lazy, have no faith and no vision. We must act boldly knowing that our outcome is assured.

        • Market_Leader

          July 24, 2012 at 6:55 pm

          @richfournier definitely. A little extra effort goes a long way.

        • richfournier

          July 24, 2012 at 6:59 pm

          @Market_Leader I know I sound harsh but being authentic is the best way to be. I know my coaching clients would agree.

        • Market_Leader

          July 24, 2012 at 7:02 pm

          @richfournier not harsh, just honest. I think people know when there’s a lack of authenticity and it’s a turn off from a deal.

  3. Market_Leader

    July 25, 2012 at 11:22 am

    @bostonhomeloans thanks for all the retweets :]

  4. mailermailer

    August 3, 2012 at 3:33 pm

    @IXACTContact False! Email is alive and well https://t.co/WoL4Kv4m

    • IXACTContact

      August 3, 2012 at 4:41 pm

      @mailermailer We agree! 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

No-reply emails have run their course, they don’t help customers

(BUSINESS MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.

Published

on

no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

Continue Reading

Business Marketing

Simple way to sent text, email appointment reminders to clients

(MARKETING) This new app has tons of automatic tools that help small businesses continue to move into the digital age with ease of use.

Published

on

reminders

As the world becomes more heavily reliant on automated messaging and computer-mediated communication, we become more reluctant to actually speak to someone on the telephone. While I often find myself in this category, I also feel saddened by what Alexander Graham Bell must think. I digress.

We can certainly argue that a major reason we prefer to text or email rather than sit on the phone is for convenience. We can send a quick text while working, as it’s much more difficult to get away with a phone call on the down low.

That’s why it’s become so popular for places such as doctor’s offices and salons to begin using text and email alerts as appointment reminders. Now, Remindr is getting in on the action.

According to their site, “Remindr.co is a tool for small businesses to schedule automated email and text message appointment reminders. Reduce your meeting no-shows by alerting your clients beforehand. Easily confirm appointments with your customers via text message.”

They proclaim that they’re “great for any business that schedules customer appointments or client meetings,” citing their top use cases as restaurant reservations, nail salons, personal trainers, barbers, tattoo shops, spas, real estate agents, independent car mechanics, and tech sales scheduling customer calls.

This is a win-win as it’s convenient for the customer, but also saves time on the business’s side because it eliminates hours of reminder calls. Additionally, the method supports the reduction of no-shows, which is incredibly important to businesses – especially small ones.

Remindr features include: text message, email, confirmation, reusable templates, schedule alerts, and easy user interface. With text messaging, businesses can send personalized SMS messages to customers from your Remindr phone number.

With email, businesses can send personalized email reminders to their customers through Remindr email addresses. Then, customers can confirm their appointment via text messages or email, and businesses can review confirmations on their Remindr account.

Businesses can create their own personalized reminder templates to pre-fill the reminder form (for example: “Hi NAME! We’re looking forward to your appointment tomorrow (DATE) at TIME. Respond YES to confirm your appointment.”) Reminders can be automatically sent via email or text at a predetermined time.

Remindr provides an easy user interface where businesses can start scheduling reminders instantly, use full-keyboard form navigation, and it is mobile friendly.

Continue Reading

Business Marketing

PHD job seekers shouldn’t scare employers, they should be welcomed

(BUSINESS MARKETING) It’s time to change the narrative for PhD candidates on the job market. They have been through so much and can contribute just as much to your company

Published

on

phd grad

Employers have historically been skeptical of hiring PhD graduates for jobs, but it’s time for that to change. It seems counterintuitive, but many employers are scared of candidates who bring such a high level of education to the table. They worry that PhD graduates will ask for too much money, get bored with the work, or not be able to perform in a non-academic setting.

PhD graduates may come from an academic background, but this doesn’t mean they can’t be a valuable asset to your business. As for them asking for too much money, I don’t know if you’ve heard, but academics are not exactly swimming in pools of gold. People don’t go into academics because they want to get rich quick – or at all. By earning their degree, PhD graduates have proven that they possess dedication and grit to persevere in an environment that requires resourcefulness and strong problem-solving abilities.

Another common fear employers have about PhD graduates is whether or not the work will be interesting enough to keep them around long-term. The reality is this is something you should be concerned about for all of your potential new hires not just graduates. Keeping your employees engaged in the work can be one of the most challenging parts of running a business. PhD candidates want the same things as everyone else. Indeed recently talked to an expert on the subject, Vay Cao, the founder of Free the PhD, a company dedicated to helping postgrads find their place in the workforce. She says, “What PhD candidates are looking for is that opportunity to prove themselves [and] learn some new things.”

PhD graduates have long suffered from these misconceptions, but modern business owners have the opportunity to change the narrative. By ignoring graduates, you miss out on the wealth of opportunities their experiences offer your business. PhD graduates are often innovators in their fields with excellent presentation and inter-personal skills. These candidates can bring unique skill sets and experiences to your business that may give you that extra edge on the market.

At the end of the day, your priority as a business owner will be to do what’s best for your business. Hiring and interviewing candidates from a wide range of backgrounds will always be to your benefit. Take advantage of these unique and highly educated candidates. They are an asset you can’t afford to ignore anymore.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!