I am amazed at how many business people still send mass marketing emails from Outlook or some other email server. When I ask them why they are still operating in the last century, the common response includes “I don’t have the time”, “email marketing doesn’t work anyway”, and “my customers prefer a personal email”.
While some may find solace in these words, they frankly could not be further from the truth. I know we’re constantly bombarded with new technologies we need to embrace, new habits we need to form, and new initiatives we must undertake. While adopting an email platform may not be at the top of your ‘to-do’ list, it will be worth it because it has never been easier to make the switch.
Here are 5 reasons why you should be using an email marketing platform:
#1 - It Works. Contrary to what you might have heard, people still read their emails. 122 Billion B2B emails are sent every hour and on average, 11-15% of them are opened. There is no more efficient and effective way to get your message and brand in front of qualified prospects. In addition, 72% of B2B buyers are most likely to share useful content via email.
#2 - Consistency Of Brand. Like it or not, your brand is both what your prospects and customers see, and how well you execute. Regularly utilizing a customized email platform allows you to better communicate who you are and what makes you different. Your message is reinforced with custom graphics and targeted messaging. Every email you send will be viewed on a common platform that better insures it gets read and that the message is consistent. You can also alter the template header and messaging if you want to convey a change in direction – all in less time than it takes to type and send all those emails.
#3 – Results Are Measured. Every time you send an email from your email server, you really never know whether it gets read. Sure you can request notification of receipt, but that’s pretty much it. With an email marketing platform you can see who opens the email, what they clicked through to, what articles they were interested in, and when they did it. A good platform has simple-to-understand metrics so you can know exactly what percentage of your entire email list is opening and reading which articles in aggregate. These high value analytics allow you to tweak and refine each issue in order to maximize readership.
#4 - Integrated With Website. When we publish an e-newsletter, each article is introduced in a personalized email, then a link directs each reader to our website. This not only gets prospects and clients to read our message, it drives them to our site, where they can learn more about our offerings. It also allows us to archive past articles to build relevant content on our website. This creates a much more integrated and efficient marketing approach by killing two birds with one stone: sending prospective emails and keeping your website updated.
#5 - Simple to Use. These platforms really are very simple to set-up and begin using. They are also cost-effective on an ongoing basis so that shouldn’t be a hurdle either, particularly since your investment is measurable. And for your readers, it is much cleaner and simpler to click on a link than to download a PDF of your article. Research shows readership suffers drastically when you take the attachment approach. The most difficult part is figuring out what to say and how to say it. Finally, these platforms also insure that your email marketing is responsive, or compatible for viewing on mobile phones and tablets. This is an absolute must since 64% of decision-makers read emails on their mobile device.
Regardless of what you may think, email marketing is not dead…far from it. It is still a great way to communicate with current and future customers. The bottom line is email marketing is good for your bottom line. It is not a silver bullet, but it should be an important piece in your b2b marketing strategy.