Why Email Marketing Works, Why It Doesn’t, and Where Businesses Go Wrong

Does email marketing actually work? No, really. We’ve all heard the statistics proving what email marketing can do, but can you actually do it?

In theory, yes. In practice, your campaigns may fall short.

That doesn’t mean email marketing can’t work, quite the opposite. It just means that your campaign is making familiar mistakes. Here’s why email marketing should work, why it falls short, and what your business can do to get your money’s worth.

Email Marketing Should Work…

First, let’s talk about why email marketing should work.

Theoretically, email marketing should be a fantastic investment for your business. For example, according to industry experts, email marketing can generate $38 for every $1. That’s a resounding 3,800% ROI.

And while social media gets a lot of love, email remains one of the most widespread communication methods. Did you know that there are 3.9 billion daily email users?

What’s more, email isn’t one-and-done. Most people check their email an average of 15 times a day!

All these numbers say email marketing should be the best thing since sliced bread, right? So…why isn’t email marketing delivering?

So Why Doesn’t Your Campaign Succeed?

Once you take a closer look at email marketing statistics, you start noticing some confusing details. For example, despite the fact that customers overwhelmingly prefer email, 75% of consumers say that email marketing is annoying.

What gives?

The issue is simple: the majority of email blasts are inbox clutter and time-wasting nonsense.

It’s not that people find email marketing annoying per se, it’s that consumers don’t like marketing and they’re fed up with the constant barrage of marketing. Given that the average American sees over 4,000 ads per day, can you blame them?

So, what’s the solution for businesses?

Basically: stop barraging your customers. That’s not to say you should stop email marketing. Quite the opposite. It’s to say you should stop doing email marketing without a strategy. The longer you operate without a strategy, the harder it will be to convert annoyed customers.

How to Make Email Marketing Work

Not sure where to begin with an email marketing strategy? No worries. Whether you’re on a tight budget or large, we can craft a strategy that works for your business. For some, it’s a simple top of mind email that is entertaining, helpful, and relevant to stay in touch. For others, it’s a Sale with a Special Offer. Whatever makes sense, we’ll do it. If it is wasting time – maybe not.

Ready to take a better approach to email marketing? Get in touch today to start the conversation.

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