Always Ask "Why?" July 26, 2021, | Posted by Kia Zalewski

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Unlike pay-per-click ads, outdoor paid campaigns, and radio and television commercials, email marketing is a means of communication that is easy on the bottom line. Since its inception, email marketing has always been, and still remains, one of the most affordable and effective marketing strategies for companies and brands. Not only is it an essentially free way to reach mass audiences and drive revenue, it enables brands to maintain strong personalized relationships with customers, is highly measurable, and can consistently be tweaked and improved with nominal costs. That’s why it’s so surprising that marketers often put very little time and effort into their email marketing campaigns. 

Though email marketing is easy, cheap, and effective, it should still be thoughtfully planned and executed. With consumers constantly bombarded with email marketing, companies have to be smart and savvy in their communication. One of the easiest ways to ensure your emails hit the mark is to always ask “why?” 

Every email sent to consumers should have a distinct purpose and most importantly, should create relevant and personalized experiences for your consumers. Take a moment to ask why you’re sending the email. If the answer is simply to convert sales and there’s no value for your customer, it’s time to go back to the drawing board. Though quick sales and conversions are tempting, always look at the long game. Do you want to have customers or do you want to have life-long brand loyalists? By sending content that is relevant to your audience, you can build connections and trust, ensuring that your future emails aren’t automatically deleted. 

Companies that view email marketing as simply a way to advertise their products or services are not engaging their customers and this will affect email deliverability. Though a low percentage of unsubscribers from each campaign may seem unimportant in the short term, these numbers will add up and your overall reputation sender score will be affected. If you bear in mind that email has an estimated ROI of 42:1, you’ll realize the importance of maintaining email marketing as an effective marketing channel. 

By simply asking “why,” and ensuring the answer places the customer’s interests first, you’ll be able to not only maintain email as a primary communications strategy, but you’ll build rapport and better relationships with your customers. Remember that everyone on your email list entrusted you with their personal contact information, so it’s up to you to maintain that trust.

Ready to create engaging emails that keep the customer first? Contact Site Impact to hear how we can help.