Does Email Marketing Still Work?
11 Aug 2017

Does Email Marketing Still Work?

“With the broadest reach, lowest cost, easiest measurability, and highest conversion rates, 91 percent of executives cite email as the single most-effective channel for driving revenue.”


That’s a pretty big thumbs-up for email marketing in 2017. With the plethora of marketing channels and options open to us, it’s easy to question the worth of the one channel that’s been with us the longest: email. However, as the data above shows: email works – powerfully so.


However, it’s not quite as clear cut as the data first shows. You can’t rock up to an email marketing campaign with the same ‘blast-it’ attitude you could have got away with a decade or so ago. People’s inboxes are inundated. Get it wrong, switch off your reader, and the chances are you’ve lost them for good. There are no second chances. So yes, email marketing still works, and can be a hugely effective marketing weapon, but there are some rules which need to be followed.


Segmentation is Everything

In essence, segmentation is about sending the right content, to the right person, at the right time. It’s the virtual equivalent of being there when someone needs you. It’s essential to powerful email marketing, but it can be a tricky game to master.


Segmentation is needed because people simply receive too many emails. For yours to stand out it needs the X-factor. It needs to appeal right when it’s needed. Not too soon, not too late. This requires insight in to the buying cycle, and so you need to get your data working for you. Insightful data should feel through to when and which email newsletters get sent.



Get Your Email Wanted

However, before then even, you need to get your potential customers to want your email.

Firstly, this act still protects you against spam accusations as it always has – if your potential customer actively signed-up for your email, they are going to be a great deal more responsive to its arrival.

Secondly, you need to give them the drive to want more before that first email newsletter lands in their inbox. This requires some strategic thinking when it comes to where you put the sign-up invitations. The pop up feature box is currently in vogue, but at the end of your landing pages, and on single posts in your blog are top spots. Make sure that the sign-up process is as easy on a mobile as a PC, and once you’ve done that, make sure the newsletters themselves look great on mobiles.


Start Powerfully

You may have great email newsletter content, but if the reader never clicks through, it’s wasted. Subject lines hold immense power in the modern age. You’ve got just a few words to capture their attention, and get them interested. Even though they voluntarily signed-up for your emails, they still need that encouragement. This is part art, part science.


Get Your Timing Right

Timing can make or break your email marketing effectiveness. Segmentation is one answer: emails are triggered according to defined parameters. Data insights can feed to automation. For example, sending an email newsletter with a valuable offer - when a customer has a basketful of goods but is failing to checkout - can be the difference between a sale or not. For more generic email newsletters, you need to establish what works for your audience in terms of timing.


People Love Freebies

Your audience may be becoming more cynical and sceptical by the day, but the reality is that we all still love a freebie. It’s still the case that if you’re giving something away, you’re going to engage your audience quick sharp. This works at the sign-up stage (‘Sign-up and Get a Free X’), and in every email newsletter (‘Buy Today and Get 10% Off’). Don’t forget to pop the word ‘free’ in your subject line!


Email Marketing – Your Most Powerful Tool

With the above strategies in place, there’s no doubting that email newsletters can be your most powerful marketing tool. It requires a little more thought, and a more tailored approach, but the outcomes are worthwhile.

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Best software for newsletters & email marketing

The best software for newsletters is easy to use to create attractive design newsletters. Postman newsletter software serves you with smart features, enabling you to take your email marketing to the next level. 

The newsletter is a perfect channel for establishing and maintaining solid customer relations. As a result of the fact that customers of both today and tomorrow are living their lives online email marketing and newsletters is an essential key as well as an amazing opportunity to succeed with your communication. In a number of enquiries email marketing has turned out to have the best ROI (Return On Investment) of all channels, including social media.  

Using newsletter software doesn’t have to be tricky or hard. We have worked hard with usability and interface to make sure that our software for newsletters is as intuitive and easy as possible to get familiar with. 

You can create stylish newsletters without effort using our drag and drop editor. Heaps of automated features will save you time and frustration in the process of producing and sending your newsletter. 

If you are arranging an event you can connect to Magnet by Paloma – our software for guest registrations och online ticket sales. You are also able to retrieve immediate feedback by applying quick question in your email. 

If you have different departments or multiple editors working on your newsletters you can use editor accounts, with different access levels. RSS feed is another time saving feature for your newsletter. Allow content to be automatically generated from another source and avoid duplicating your efforts!

Free templates and plenty of tips & tricks 

Keep your communication consistent and solid using a newsletter template. Templates are also in favor of the continuous work with your newsletter as you will be fast on track instead of creating layout from scratch for every dispatch. You will have good looking ready made templates at hand for instant use. You will also have access to an archive to store your templates as well as other files such as images and documents. 

On our site, blog and in our newsletter you can find plenty of tips on digital newsletters and email marketing. 

Create & send newsletters in no time

Our easy to use software for newsletters will help you create professional, creative and interesting newsletters in html. 

✔️ Design, send and monitor with statistics

✔️ Filter, segment och target content at the right target audience

✔️ Retrieve content from another source automatically through RSS, avoid duplicating efforts 

✔️ Implement marketing automation with trigger email.

✔️ Intuitive and sharp drag and drop editor

✔️ Easy contact management

✔️ Smart feedback

✔️ Multiple editors.

Try Postman software for marketing newsletters & email

If you are looking to develop your business marketing newsletters and email Postman is a your perfect match. 

✔️ 9 out of 10 of our users recommend us and we have got 

✔️ 97% support contentment.

✔️ 100% of our employees recommend Paloma as a workplace.