As new technology is released, the old-fashioned ways of working steadily move down the food chain. Remember how faxing and beeping were once things? Now they are gone and hardly ever used. Emails appear as if they are going the same way.
Yes, people still send them, but there are other ways to communicate that are seen as more effective. A prime example is instant messaging. Video-calling is another alternative that has been boosted by the pandemic.
However, you rule emails out at your own cost. The reality is that they still matter, and will continue to do so for the foreseeable future. This is why.
They’re Better Than Cookies
The genie out of the bottle. Businesses have been using cookies for years to track customers and gain an insight into buying patterns. As it turns out, shoppers aren’t keen on the idea and are now taking action against them.
For example, they can delete or block them once they land on a web page. Email trackers are different, which means they still capture data on open rates, times, and locations, as well as links and attachments. As a result, you can build up an idea of what your base wants as you are altered when they are opened.
Emails Include Content
And content is a significant part of any modern marketing plan. This is because a content marketing strategy is essential to success since it introduces people to your brand and generates leads.
Email copy might be small, but it packs a punch. Therefore, you need to take it seriously, or else you run the risk of impacting your entire marketing approach.
The key is to keep the same brand tone of voice and be consistent. That way, consumers will know it’s you and will be more likely to click-through.
Emails Are Direct and Versatile
People use a wealth of devices on any given day. They work from a laptop, they watch movies and TV shows on a tablet, and they browse the internet on their smartphones.
Sadly, this means you can’t get an idea of their habits as every device is different. The good news is that email brings them all together as it’s a medium that’s used across the board.
People will reply to them regardless of the device they are using, which makes them very versatile. Plus, they are direct without being intrusive, which is another massive tick in the column.
They Are Linked With a Digital Presence
Think about the first time you signed up to a social media site. What was your username? The answer is: your email address.
The same applies to a host of options, from registering to a brand account to signing up for a newsletter. Emails are linked to people’s digital presence, and that means they’ll never die.
Whether they open your mail or not, the fact that you have their address means you can target them on social media and increase the chances of conversions.
Emails still matter for these reasons and more. If you’re not using them, you should have a rethink!