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Why email marketing still works in 2014

Earlier this week I had the pleasure of speaking as a panelist at a Networx Brisbane event alongside some of Brisbane’s best email marketers. I got to share my thoughts on why email marketing still works.

There were some really great discussions and a couple of key themes kept surfacing throughout the night.

Move over HTML, text based emails are making a comeback!

Recently we’ve seen a shift away from the super slick, highly designed HTML emails back to more text based emails.

The number one reason is because plain text emails give the reader a much more human experience. Additionally given the number of beautifully designed emails that end up in our inbox, plain text emails can be a good way to cut through the clutter.

Here’s a great example I recently received, it works because the sender has taken a really personal approach when reaching out to new subscribers. 

 

Text based email example

Text based emails can be a really great addition to your email marketing campaigns, but keep an eye on your reports and remember to measure their impact to find out if they’re a good fit for your subscribers.

Tracking ROI on an email campaign

We know that email marketing has a higher return than other forms of marketing. And that for every $1 spent on email marketing, $44.25 is the average return on investment. Which is all well and good, but it’s really important to be able to measure your own ROI. And there are a couple of ways you can do this.

  1. Google Analytics is an easy way to track your email’s performance. By using Google Analytics campaign tracking links you can measure exactly how many conversions you get from an email campaign, depending on the Google Analytics goals that you’ve set up. Then compare your campaign costs to your conversions. 
  2. Use the ROI calculator in Vision6. Basically you just plug in some information such as how many emails were sent, what the click rate was and the cost of the campaign. The calculator then figures out your ROI for each campaign. 
  3. Bridge the gap between online activities and your offline store. Although Google Analytics or an ROI calculator will be enough for many businesses, if you’re a bricks and mortar store it can be harder to measure your ROI. Smartphones have made this a lot easier, one approach is to include a barcode in your email and offer a discount for customers who show the email on their phone when they make a purchase. Another way is to include a code in your emails for phone sales.

Connect with your readers using personalisation and segmentation

Email marketing allows you to easily personalise campaigns and specifically target segments of your audience and this has long been an effective tactic for email marketers.

By leveraging what you already know about subscribers, such as their personal interests, demographics, buying patterns and email behaviour, you can create a customised email that is high-impact due to its relevancy to each recipient.

What better way to engage with your customers than by sending personalised content that they actually want to receive?

Thanks for all your questions!

There were some great conversations on Twitter and we didn’t get the chance to answer all the questions on the night so I wanted to share the top few Q&As that have come through.

What's next for email?

Privacy changey

Find out more about the recent amendments to Australia’s Privacy Legislation

Impact Roll-In has on email

Barriers of pop ups

Introduction of Gmail tabs

Here’s Australia’s Email Marketing Metrics report Kristin mentioned and here’s the link to the article outlining some of the findings about the effect Gmail’s promotional tabs have had so far.

If you want to catch up on what we covered on the night, don’t forget to check out the Twitter stream.

I’d love to know if you have any unanswered questions from the night? Let me know in the comments below. Or if you want to get started with email marketing sign up for a free trial.

Kelly Newbery

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Kelly Newbery
Marketing Specialist
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