Email Is Not Dead. And Here’s Why:
April 4, 2017 9:22:41 AM | By Matt Benati
Remember the days when direct mail, cold calling and dropping off baskets of baked goods were the only ways B2Bs could reach customers? Then email became mainstream, turning our marketing world upside down in the best of ways, with marketing automation software being the cherry on top. When social hit the scene and brands saw an explosion in engagement, for many, there was no going back. We were a house divided; marketers in every industry claimed email was dead, while stalwart senders kept the email train on the tracks as researchers watched to see how things played out.
And that’s the thing, folks. The research has been done, and the numbers don’t lie. Email marketing is anything but dead; it’s a thriving, vital component of nearly every organization’s arsenal of marketing and sales strategies. And the recent shift we’ve seen to Account Based Marketing (ABM) models only solidifies email’s role in the sales process. While the plays and timing are different, organizations practicing both ABM and inbound marketing continue to count email as one of their most important marketing strategies. There is virtually no sales-marketing model that does not benefit from a strategic email marketing plan.
But don’t take my word for it. Check out this roundup of reasons why email marketing still rocks.
The ROI Of Email
One of the most important metrics for measuring the value of any marketing strategy is the return on investment. According to Direct Marketing Association, the ROI of email marketing is a staggering 4,300%
According to McKinsey and Company , email far surpasses social media giants where generating customers is concerned. In fact, it’s 40 times more effective than Facebook and Twitter.
The Salesforce State of Marketing report showed the ROI for email actually increased. While 54% of marketers said email directly generated ROI in 2015, that percentage rose to 79% in 2016.
According to HubSpot, 59% of B2B marketers cite email as the most effective channel for generating revenue.
And Econsultancy found that 75% of companies agree that email offers “excellent” to “good” ROI.
Why? Email Plays A Vital Role In Marketing Campaigns
As mentioned earlier, email plays a vital role in all types of marketing campaigns, whether Account Based or Lead Based, inbound or outbound. Nearly every move in your playbook relies on email marketing. In an inbound strategy that generates a lot of top of funnel leads with just an email address, a solid introductory email is absolutely critical to engaging leads and moving them to the next touch point in your funnel. In an ABM strategy where your goal is to penetrate and expand your reach within target accounts, segmenting your lists by persona and personalizing messaging is key to being relevant to the leads you need to get in front of.
In both cases, marketers agree that email continues to play a vital role in their marketing campaigns.
According to the Salesforce 2016 State of Marketing Report, 80% of marketers say email is core to their business.
In a recent survey from Software Advice, of the B2B marketers surveyed 97% used in-house email marketing as part of their strategy.
According to a 2016 report of B2B marketers from Content Marketing Institute, 81% use email newsletters as part of their content marketing strategy.
Of the B2B marketers surveyed by Software Advice, 66% said that in-house email marketing cost-per-lead was “somewhat low” or “very low.”
47% higher click-through rate than B2Cs in 2016.
Additionally, 73% of Millennials say that they prefer email for business communication because it is already a ‘part of the everyday life.’
But even if you take away these factors, there’s one very distinct advantage that email has that ensures more recipients respond to it: personalization. More than just inserting your lead’s name in the subject line, truly personalized email is sending relevant content to the right leads at the right time.
According to the Content Marketing Institute, 71% of B2B marketers specifically tailor content to the persona of the decision maker in an organization (smart!), and according to HubSpot , those calls to action (CTA) targeted to the user had a 42% higher view-to-submission rate versus CTAs that were the same for all visitors.
Best Practices For Email Marketing Success
The best content and the most well-intentioned email marketing strategy will only move the needle so far. For true email marketing success, best practices take a holistic approach and consider everything from the logistics of deliverability all the way through to a plan for handling leads that are no longer engaging with your content.
Ensure Deliverability – This is a sneaky issue with a lot of factors that aren’t apparent on the surface of your marketing automation analytics dashboard. Familiarize yourself with common reasons why your email might not be getting delivered and the necessary steps to ensure your emails are hitting as many inboxes as possible.
Use Automation – A critical part of the email marketing process, automation allows you to segment your lists and personalize messaging, while saving you time and money by eliminating manual updates and sends. For HubSpot customers, you can take automation a step further by setting up custom programs that trigger workflows to automatically send content, complete tasks, schedule follow-ups, and further automate the nurturing process.
Wake the Dead – Old leads that are no longer opening, responding and engaging with your emails could be causing you to receive graymail penalties. They may also be dragging your MA system down and costing you time and money to continue to send to them. A strategic Wake the Dead campaign cleans up your database, breathes life into old leads, and uncovers valuable sales opportunities.
Keep Your Database Accurate – Ensuring your database is fresh helps your email productivity on several levels. Most obviously, it means you have accurate contact information for the leads you’re wanting to email. This boosts deliverability and minimizes graymail penalties. More importantly, however, if you’re keeping up with your database, you’re keeping tabs on your leads, their movements, their colleagues and sales opportunities within your target accounts. One of the best ways to ensure database integrity is by mining campaign reply emails with LeadGnome.
All together now: “Email is NOT dead!”
And if you want to take your email marketing to the next level, check out how mining your campaign reply emails with LeadGnome can produce more sales ready leads, grow your pipeline, increase sales velocity, and ultimately close more deals by reading our free eBookTransformative B2B Demand Generation: