Is Email Marketing Still Effective in 2017?

With social media and search dominating the online advertising landscape for so many digital gurus in 2017, is e-mail marketing still as potent as it once was?


Sometimes, when a marketing technique has been around for years, many people turn away from it in favour of newer, trendier tactics. They seem to think that these things have a ‘sell by date’ and they become less effective.

In the case of email marketing, nothing could be further from the truth.

Yes, it can still be incredibly effective and it costs very little to run continuous email campaigns, which you need to do to get the most out of it.

Before we get into that however, let’s just take a look at exactly why email marketing is one of the best marketing techniques you can use, to get more of your website visitors to buy from you.

Here are the 5 main benefits of email marketing, done the right way:

  • It’s simple to set up
  • It’s ridiculously cost effective
  • You can continuously sell to the same visitors, over and over again
  • It builds trust, which increases conversions
  • Over time it can bring in a substantial amount of extra sales

The most important part of all that is when it’s ‘done the right way’, which we’ll cover in this article.

Throwing up an email capture form and sending out ad hoc emails is NOT the way to make this work and never has been.

Keep in mind some business owners may well tell you to avoid email marketing as it’s a waste of time and simply doesn’t work.

9 times out of 10, that’s simply because they approached it completely wrong.

And 9 times out of 10, those who do this the right way will tell you it’s one of the most lucrative forms of marketing.

Follow what I’m showing you here and you’ll be in the latter group.

To cover everything you need to know to approach email marketing the right way, so:

Let’s go through the 5 main benefits in detail:

1: It’s simple to set up

All you have to do is sign up for a reputable online email autoresponder such as Aweber or Get Response, where you can add a series of emails to be sent out over a set period of time. This can be daily, every other day or weekly etc, depending on what you have to say.

Once set up, you’ll design a simple form using templates, then you need to add the generated piece of code to your website, so your visitors can ‘Opt In’ and become a subscriber to what it is you’re offering.

That’s it. Now when anyone puts their email into your form, it stores the details in your subscriber list and ‘automatically responds’ by sending them your emails, in the order you’ve chosen over the time period you’ve decided on.

In other words, once you’re set up, the only work is adding new emails! The autoresponder does everything else.

You’ll need what’s known as a ‘Lead Magnet’, which is simply something of value, which helps to persuade your visitors to subscribe to your email list. Usually, depending on your niche, this would be a valuable, informative report, in PDF format. It can also be a videos, voucher, discount etc.

If you’re in the make money or health niches for instance, a free report on something specific, is perfect for this.

The idea is, once a visitor has signed up, they get their double opt-in email first, then you should direct them to a page where they can download their report, or include a link in the first email.

As you go along you should add regular new messages to the end of your email series, to stay in touch with your subscribers indefinitely.

If you can email them, you can sell to them.

2: It’s ridiculously cost effective

How much is the time saving wonder known as Autoresponder? You’ll start at around £20 a month for up to 500 subscribers and the price goes up in increments as your numbers go up.

Remember that as your subscriber list grows, so should your sales, so you could easily cover the cost and enjoy the extra profit.

You can send as many emails as you want too, so it’s a really cost effective way to stay in touch with your subscribers.

So . . . email marketing is still special because it’s known to convert well, as your entire audience has chosen to receive emails from you, your only on-going work is adding emails and it’s unbelievably low cost.

And don’t forget, email is mobile friendly, as everyone checks their emails on their mobile now. So your messages are highly likely to be seen.

3: You can continuously sell to the same visitors, multiple times

You pay for all the traffic to your website. Even the so called ‘Free’ traffic, from social media and the search engines. Your time is money and no traffic source can be set up in zero time, so it’s a cost to your business.

So doesn’t it make sense to increase your chances of a sale, by finding a way to promote to your visitors, more than once?

4: It builds trust, which increases conversions

Trust plays a huge factor in marketing. The more your visitors trust you, the more likely they are to buy from you. It really is that simple.

Anything you can do to build trust then, can have a significant impact on your bottom line. The great thing about having a list of subscribers, is that you can send them interesting, valuable info via your emails.

Avoid selling or promoting in every email, as that is not seen as trustworthy.

Helping your subscribers to solve problems related to your market, sending how to videos, interesting news or stories, customer case studies etc, is much more likely to build trust.

You need mainly send useful info and mix in your sales messages every 4 or 5 emails.

If you do this, your subscribers will see they are benefiting from your emails and will be much more open to your product or service pitches.

5: Over time it can bring in a substantial amount of extra sales

If you have for example 1000 visitors a month and you sell to let’s say 100 of them, but if 100 visitors also subscribe, you now have 100 people you can send sales emails to. Any sales you make to those people are all gravy.

Think longer term and imagine the results you could get from 1000, 5000 or 10,000 subscribers, as you build your list over time. There are plenty of online marketers with over a MILLION people on their lists and they all started with their first sign up, just like you will.

Quick Summary

Yes, email marketing is still effective. Very effective in fact.

However, you have to approach it in the right way to make it work properly, so follow our tips and you’re more likely to see excellent results.

  • Use a reputable autoresponder service
  • Make sure your Lead Magnet is high quality
  • Keep adding emails to your campaign
  • Don’t sell in every email
  • Send out top quality info etc in your emails. Keep it varied and valuable
  • Respond to feedback
  • Test different landing pages, opt-in forms and offers etc, till you find your best combination

Email marketing really can transform your bottom line, if you keep at it. This is not a technique you run for a few weeks and then dump. Your results will grow over time, so set it up, stick to it and watch the magic happen.

Author:
Phil Coleman
As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.