February 19, 2019
Email marketing trends in 2019
Social media used to be the darling of every marketer’s toolkit. In recent years, however, social media’s effectiveness has diminished significantly.
Social media platforms were known for being user-friendly for both customers and marketers; they were also cost-effective, with most platforms requiring zero set-up costs. Best of all, social media platforms allowed marketers to engage with their customers more effectively than traditional marketing methods.
Today, marketers who assume that posting good content on Facebook will automatically result in a lot of likes are in for a rude shock. Unfortunately, Facebook users have become less engaged with Facebook over time, especially in light of the Cambridge Analytica scandal (CMS Wire). And to make things worse, Facebook is prioritizing paid content over organic content and making constant changes to algorithms.
Email marketing is your answer
Using emails to reach your target audience allows you to bypass the problems inherent in social media marketing. You don’t have to lose sleep over algorithm changes, nor do you need to concern yourself with decisions such as whether to go paid or organic.
Furthermore, email remains one of the profitable forms of advertising. In fact, for every $1 that’s spent on email marketing, marketers can expect an average return of $32 (DMA). Not a bad investment, right?
And if you’re still not convinced about the power of email marketing, here are 3 more reasons why email (and not social media) should take center stage in your marketing strategy:
People will trade their email addresses for something they want
It feels a bit weird asking people for their Instagram handles or to send you a Facebook friend request. However, people are generally more open to sharing their email addresses — especially if you offer them something in return.
That said, it can sometimes be challenging to obtain email addresses especially in light of changes to data protection laws. Essentially, you need your customer’s express permission. Luckily, there are still many ways you can get your customers to opt-in to receive emails. If you are a shop owner, you can leave a sheet of paper by the cashier and ask to leave their email addresses for the chance to win a prize. If you have a website, you can encourage readers to subscribe to your weekly newsletter using a simple form. And if you’re using Autopilot, you can even nurture these contacts into valuable sales leads by using this template:
Email is more permanent
Because people tend to use social media on the go, they don’t really give social media content as much attention as they do emails. Additionally, people don’t generally save social media posts. So, once you publish something on Facebook or Instagram, customers will glance at your post, perhaps hit the ‘like’ button, and then scroll down their feed. In contrast, emails go directly into a customer’s inbox and chances are it’ll stay there for good — or until the customer gets around to deleting it, which may be months from now.
Email allows you to track customer behavior
Social media can help you understand who your customers are and how they engage with your content through metrics such as reach and impressions. However, it’s impossible to monitor the behavior of every single person who comes across your social media post.
In contrast, marketing automation allows you to track customer behavior on a micro level. By using the Autopilot template below, you can see which users have opened your email or clicked the links contained in your email. Time-stamping their interactions with your emails also allows you to support lead scoring processes, re-engagement campaigns, and much more.