Email is (still) a critical linchpin for sellers and marketers alike. Even as social media, chat and private communication networks (like Slack) proliferate, email is still at the center of communication today.
Don’t believe me? Consider (sources, Content Marketing Institute & Optinmonster):
- 77% of B2B marketers use email in the marketing mix
- 91% rate email as a key piece of content marketing success
- 2.7 billion people use email
- 91% of users use email at least daily
- You're 7x more likely to originate a customer via email than other channels
- 58% of users cite it as the first channel they go to every day
Successful Email Strategy is Harder than it Looks
When I talk with prospects about their sales, marketing and communication programs, there’s a lot of variance regarding the primary tools they use. The one thing they all have in common is the use of email.
Despite the ubiquity surrounding email communications, very little time is spent developing and executing a robust email strategy. I’m convinced that the reason this is true is because email feels easy and inexpensive. It’s just so easy to think that sending “one” bad/ineffective email is no big deal, we’ll just make it up on the next one. Then one becomes two; two becomes 12, and so on.
The reality is that email is one of the most expensive channels in the marketer's and salesperson’s communication toolkit. While sending an email doesn’t cause an immediate, direct cost, what happens after that is significant.
Six-months ago we sat down to completely re-imagine our entire approach to email. Recently, that method (and the results it’s gained) was featured as a case study by HubSpot. Since the case study was published, I’ve been asked several times how we did it. This post will highlight how we’ve lit our email strategy on fire and are expanding our competitive advantage because of it.