By Michael Foster
In an era of booming video, social media, and mobile marketing, it’s no wonder that many ad agencies are ignoring the simple and humble email—even if the data suggests they’re making a huge mistake.
A recent Brafton study showed that email ROI remained the best of all possible media. Intuitively, this makes sense; sending email is virtually free, while paid media on search and social continue to skyrocket due to crowding out and diminishing returns outside of Facebook and Google. What’s more, email marketing tends to focus on existing leads or customers—that is, you’re already midway through the sales funnel, yet you’re using a free channel to push your message. No wonder ROI is so strong.
But that doesn’t mean email gets the respect it deserves. Marketers eager to show clients their cutting-edge technological prowess will tout new channels like Snapchat, even when they know the ROI there is so much lower than the humble email. And that’s an opportunity for pragmatic marketers—as long as they get the medium right.
And how do you get email right?
For years we’ve known content is king, and email is no exception. Crafting the right email, using the right images, and implementing the right format are all essential. Emails need to be inviting, attention-grabbing, compelling, and, most importantly, on brand. But doing all of these things is not easy, and with the increasing focus on other channels, many marketers are struggling to get their emails right.
Not Bredin and EMI Strategic Marketing, who have been improving their email ROI even as consumer response rates to emails have evolved. Their focus on emails for lead generation, content marketing, and sales support has led to a new awareness of what works and what doesn’t—and those insights are what Bredin CEO Stu Richards and EMI Executive Vice President Anthony Nygren want to share at this year’s LeadsCon Connect to Convert.
Richards and Nygren will lead a session titled “7 Email Marketing Changes That Will Get Big Results,” on how B2B brands use email to drive sales and keep customers happy. Going beyond first-touch marketing, they will cover how email communication is essential in acquiring and retaining customers—and why email is arguably more popular than ever. If you’re a marketer looking for a low-cost, high-engagement solution, you won’t want to miss this session and this year’s LeadsCon Connect to Convert.