Automated email marketing campaigns have become too standardized and now border on the lines of an online newsletter rather than an actual direct sales channel. Email marketing is focusing less on the product and service and more on what’s happening, what’s fun, and what’s newsworthy. Emails have now become the new outbox essay rather than brief, impactful communication, and while this was effective once upon a digital time, now audiences have less time to read, with shorter attention spans and fuller inboxes.
Email marketing needs to revert back to the short and sweet, taking reference from traditional marketing and strategies thereof. Think about the times you’re driving a vehicle on the highway and have a brisk look at that large billboard on the side of the highway. Think about the times you spent browsing through a printed magazine and glancing over the concise on-page advertisements that caught your attention with so few words and big visual graphics.
This is what email marketing needs—to join hands with the elements of traditional marketing and bring about sales as traditional marketing efforts do.
The Pros of Email Marketing can Improve
Email marketing these days is effective. There’s no doubt about that.
Email marketing is a cost-effective way to reach a larger number of target audiences, as well as the perfect channel to build strong customer relationships. Yes, email marketing helps to not only develop, but significantly expand brand recognition, and within a short amount of time with emails created and sent out fast and furiously.
Email marketing is also customizable to further support customer experiences and personalized, engaging experiences. And email marketing comes with ease of data analytics and tracking, as well as reporting.
Email marketing does all of this, as well as boasting easy sharing and many calls-to-action that drive customers to sales conversions and website visits. But what if email marketing encompasses elements of traditional marketing? What would the pros be, then? Even better, right?
What if email marketing went hand-in-hand again with traditional marketing elements and reverted back to its original forms that once saw high click-through rates and fewer bounce rates? What would the pros look like, then? With 76% of U.S citizens using their email (equating to 248.7 million citizens) several times per day, imagine the benefits if the email they were reading encompassed traditional marketing elements!
What if emailers focused more on the 4 P’s of traditional marketing—price, place, promotion and product—and less on the “5 Top News Stories” of the day or “Top Tips From Industry.” What if they got to the point quicker? They would render shorter attention that drove product attention and sales and stand an even greater chance of getting conversions.
Including traditional marketing elements in email marketing would see emails created for targeted audiences instead of mass groups of individuals. Email marketing has become a send-to-all marketing effort, however, this tactic has rendered less desirable results. Making emails shorter and featuring more concise copy in the same fashion that outdoor advertising and print advertising do would see better results.
Together with the inclusion of traditional marketing elements that provide actual contact details instead of a ‘subscribe’ button, more eye-catching content, short and clear messages and CTAs, all this would see more sales calls than bounced emails.
Examples of Email Marketing Templates
The above-mentioned elements are but a few elements that need to be added to email marketing templates, along with a heavy focus on sales. Sure, many email marketing templates exist online, but they lack traditional marketing elements. Now, templates should include the following:
- Eye-catching headlines
- Attention-grabbing content
- Contact information
- A call-to-action to call the company
- Short and clear messages along with short sentences
- Bullet points rather than paragraphs
- The proper incentive to purchase the service or product
- Mechanisms of action on the service or product
- Personalized branding
The case in point here is fewer pick-and-choose templates and more creative creations. Not every email needs five sections of copy, ten images, and five buttons. All companies are different, as well as their audiences, and email templates should be the same.
Email Marketing Should Include Customized Branding
On the topic of short and concise, impactful land attention-grabbing, it’s important for email marketers to think of old-school advertising and incorporate their branding into their email marketing campaigns.
In a crowded inbox, your email needs to stand out, and audiences need to get to know your services, products, brand and company in a matter of moments. Now, with custom branding and personalization, your branded email can help you boost customer loyalty, increase return on investment, reduce unsubscribes and further establish your brand to the reader. Customized branding and personalization can see an improvement in the following statistics:
- A significant email engagement rate over the last 12 months has been experienced by 77% of marketers.
- By the end of 2023, email marketing revenue is forecasted to grow to reach almost 11 billion. (Statista, 2021)
- Four billion daily email users are said to grow to 4.6 billion by 2025. (Statista, 2021)
- In 2021, 64% of B2B marketers felt their email marketing strategy was effective in meeting business goals. (HubSpot Blog Research, 2021)
- According to B2B marketers, new product and feature announcement marketing emails have the highest click-through rate. (HubSpot Blog Research, 2021)
- 46% of Smartphone users choose to receive business communications via email. (Statista, 2021)
- A total of 50% of people buy from marketing emails at least once per month. (Salecycle, 2022)
- 60% of retail, consumer goods, goods and services, and e-commerce companies are now personalizing emails based on past purchases. (Litmus, 2020)
- Eight out of ten individuals will open a welcome email which generates four times as many opens and ten times as many clicks as other email forms. (GetResponse, 2020)
- According to Edubirdie, 64% of Millennials say email is the channel that feels the most personal. (Edubirdie, 2022)
Using an integrated approach, email marketers will see themselves taking a step back to plan their email marketing campaigns. As these did in the days of traditional advertising and marketing, marketers will plan better instead of rushing out to get the email done and sent out to the masses. During this time, email marketers will consider their unique value proposition more thoroughly and conduct efficient market research that email marketers fail to do.
They’ll also focus on creating detailed personas and characters of their audience instead of thinking that 1000 individuals on their database all have the same interests and demographics. Furthermore, email marketers will be integrating traditional marketing with the incorporation of a possible PR strategy and brainstorming. They’ll really be uniquely defining the product or service promoted in the email.
Overall, by integrating traditional marketing and email marketing, more customers will be attracted and called to action, with a positive impact on bottom lines and sales.
When Traditional Marketing Meets Email Marketing, it’s Time to Ready, Set, Send
In 2023, it’s time to get a head start on combining traditional marketing with email marketing and reaping the rewards when you ready, set, send. Speak to our team at Dyspatch now and boost email conversions today by 300%!
