What is Email Marketing
If you are like most individuals, your inbox is flooded with email marketing. Email Marketing are the promotional emails sent to you by companies. In these emails there are advertisements about sales or new product drops. With so many people not checking their messages, one might think that advertising form is dead, but is it?
Email Marketing as Remarketing
Almost always, the individuals that are recipients of an email are already aware of the brand. They have probably been to the website or into a retail store, and maybe even made a purchase. Since they are already aware, email marketing becomes a form of remarketing. Remarketing in the form of an email leads to three times the engagement compared to those unfamiliar with your brand. Those individuals are also twice as likely to convert (Kim 2016).
Gmail’s Influence
Gmail has also changed email marketing. Gmail has separated out emails that are promotional into their own folder, separate from the user’s inbox. This has made it so users who want to look at the emails sent to them by various companies, have to choose to. I have appreciated this feature, as it helps prioritize emails, but I still look at promotional emails. When planning to shop, I like to check promotional emails from companies to look for sales and specials. Looking at those emails when I want to makes it so I will be in the mindset to engage with their content.
Using Emails in Your Company
Using email is not dead yet, as many individuals still engage with that content. A company just needs to understand that “creating good email marketing content requires combining creativity with good analysis” (Larson and Draper 2019). Every company has a different audience and make sure your audience engages with your email marketing for the best outcome.
Alyssa Van Auker