Just When You Thought Email Marketing Was Dead…

It’s been said over and over again…

“Email marketing doesn’t work, it’s all about social media.” In fact, this exact thought has run through my own mind a time or two as I sat at my desk deleting one of the 10 emails I received from shopping sites the night before. However, before you decide to scratch email marketing off of your marketing to-do list, take a look at some of these recent findings reported by McKinsey&Company.

According to McKinsey&Company, “E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily,¹ and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.^2“

Hard to believe? Well, not really.

The organic way of reaching your consumer is still topping the charts, but done right, email marketing can be successful too.

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“But I’ve tried email marketing and it doesn’t work!”

Don’t blame the medium, chances are… you’re doing it wrong.

Here are some tips to help you reign in your random emails and get more out of your email marketing efforts:

The power is in the list. A good, quality, clean list is imperative to a successful email marketing campaign. Build your list organically and send specific emails to specific audiences. Deliver emails to those who want to hear from you, otherwise you are wasting your time and money.

Look good. You wouldn’t take a shaky iPhone video of yourself pitching a product and then air it as a TV ad, would you? If your answer is yes, stop reading and call us right now because you need help. If your answer is no, it’s because you know that for a TV ad to work – it has to look good. What’s so different about email? Stop building emails in Microsoft Word-like tools and hire a designer to help you capture what it is you really want to say. Like in a previous blog I wrote, it’s not always what you say but how you say it.

Be short. A large percentage of your email recipients are going to open that email on their mobile devices. Long emails with a ton of copy are not going to get your message across. Keep your email short, visual and intriguing and optimize it for conversions. Whatever you want the person opening that email to do, let them know immediately and give them a reason to do what you want!

Avoid spam filters by keeping all capital letters out of your subject line among other things. HubSpot has a great list of email spam trigger words that you can review before sending that “You will not believe your eyes! Earn $$$ FAST!” email.

Share your email tips with us on Facebook!

Back to All Insights

Brittany Mathisen

2023-09-27

OTM has been a wonderful marketing partner for the last four years. We have shifted marketing plans over time and they are very open and explained all the details as we moved forward with new plans. They have done everything from help design and update offices, managed social media, planning marketing events, and many more things. The Hear for Holidays Event that we do each year is one of my favorite events that we work on together. Rachel and the whole OTM team have brought my marketing vision to life and I love everything they have done for my business. I look forward to what the future holds as we continue to work together.

Yvonne Myers

2023-07-30

I worked with Old Town Media (OTM) on a quick grant project that had a 6-week timeline. They were very thoughtful about whether they could meet the grant expectations and needs before accepting the work. The team at OTM then completed extensive research and facilitated focus groups to ensure the product they created met the needs of the end-users. They met all of the grant deadlines and far exceeded our expectations of the portal they created for us! I would not hesitate to use their services again and highly recommend them to others looking for a professional, high quality, and FUN team to work with.

Julie Dokoupil

2023-07-18

OTM is a locally owned firm that I have worked with for over 13 years. They are an amazing team of people who know and understand current marketing technology and strategies. My husband and I are starting a new business and they have helped us out even with small details to get our business going.

TunDesign

2023-06-20

I have seen a significant increase in community engagement which has helped bolster our brand presence, exceeding the expectations of the entire team. Carrie and her team provides consistent communication through slack and emails which has led to an effective and trusted partnership. Truly appreciate how hard-working, agile, and driven everyone on the team is. Thanks again for eveything your team has done for our company.

David Haase

2023-06-07

OTM has done a fantastic job bringing the Fort Collins Peach Festival back to the public! OTM is dealing with several volunteers on a committee and keeping everyone informed, best in business advice and a platform that will serve us for years. We didn't know what we needed and were presented with choices and educated about each before implementation. Kerrie and Brianna have done great work for us! Dave Haase Committee Chair Fort Collins Peach Festival

Dana Sednek

2023-03-15

Using their Path to Growth Model, OTM not only gave me a path forward, but they helped me clarify my strategy, direction, and actions for how to set and launch my business. I was able to launch quickly and I see the flywheel ahead that is necessary to accelerate customer intake and revenue building. Thrilled with the outcome!!!

Liza Adams

2023-01-13

As the Head of Marketing at Encompass Technologies, I considered Old Town Media an extension of our marketing team. OTM worked closely with us on rebranding and repositioning, multiple industry-first product launches, key industry events, and integrated demand generation campaigns while we grew our marketing team and acquired new companies. With the help of OTM, we grew our pipeline and bested industry benchmarks for Software as a Service (SaaS) sales and marketing efficiency metrics. We came to rely on OTM for tactical execution to augment our team but where they added the most value was in our rebranding strategy and market positioning efforts. OTM played an integral role in conducting research and deeply understanding our market dynamics, ideal customer profile, customer challenges, competitive landscape, products and innovation, key differentiators, vision, and mission. This was no easy feat with a highly complex ecosystem, multiple segments, wide variety of audiences, and a broad array of products. Armed with market insights, OTM helped us develop a compelling brand, an inspirational story reflecting our vision and strategy, a unique and defensible market position, and messaging that was relevant to our target audiences. I appreciated that the team was respectful and empathetic, intently curious, insightful with their observations and recommendations, and candid with their feedback. OTM set realistic expectations about deliverables/scope, level of effort, roles, timeline, and cost. The team was responsive, highly collaborative, and open to suggestions. OTM plugged our expertise and resource gaps which allowed us to break the compromise between doing good work and doing it quickly. On top of that, they were fun to work with. OTM was truly a partner of the business.

Eric Dengler

2023-01-11

Great team! Small company service. Big firm power and expertise.

zach fulton

2023-01-06

Simply put, OTM is a well oiled machine! Thanks for all you do

Just When You Thought Email Marketing Was Dead…

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