Is Email marketing becoming redundant?
Maybe we’re doing it wrong.

12th October 2020

Polls, questionnaires, private messages… is this the new way to reach out to your client base? With the continual rise in engagement via other communication tools such as social media, it has become a question of relevancy on whether email marketing encourages engagement and in turn, the growth of new leads. Marketing communications is a continual wheel of fortune as there are constant advancements in preferences of engagement. Email marketing has been in the spotlight in previous times however the marketing world is now placing stronger emphasis on social media as a form of direct and quicker communication.  

With 600 million and counting daily active users (Dustin Stout, 2020), Instagram has become one of the more notable platforms to express opinions on a product. With the allowance of questionnaires and polls, it has become increasingly easier to statistically reveal consumer behaviour and perceptions. This numerical form of data is a more accessible way of improving the experience to existing customers and to encourage future clients.  

Does this mean that email marketing is a thing of the past? Maybe we are simply doing it wrong. Below are the most common mistakes businesses do when adopting an email marketing strategy. 

Forgetting a call-to-action:

A common conception on email marketing is the issue of respondents. This is partially because the email is a standardised message with no personal engagement. With this comes the issue of encouragement of further action. All emails need to be both personal and engaging as these two factors will positively influence the rate of replies. Standardised emails will not identify the client’s true problem and therefore not persuade them to take further action. All emails must have a purpose and a clear CTA as this will drive lead generation. Examples of CTA include: 

‘Join our loyalty program’ 

‘Sign up for our upcoming event’ or 

‘Shop now to redeem this welcome voucher’. 

‘Noreply’ at the tagline:

Similar issue to standardising messages is having the subject and/or email sender as ‘noreply…’. This title suggests that there is little to no interaction between a business and their client as it implies that the email is computer generated and is not sent by the business themselves. This negates the interaction and personalisation of contact. This proves to be a disservice to the sender as recipients will not only think that this is junk or scam email, but will also subconsciously believe that their situation does not align to the purpose of the email, and thus no further engagement is taken. This situation will immediately place the company in a dissatisfactory perspective and will influence the recipients to not initiate a new and personal business relationship for the future. 

No opt-in or opt-out option:

This common mistake may be underrated as it typically is not the first consideration for a marketer, however it can be the difference between having an email viewed as a sales-luring tactic or a form of intimate connection. It is not recommended to be in contact with a customer who has not opted in for emails or those who have not agreed to receiving your communications. This disapproval will suggest to the recipient that the email is junk and in turn, will discredit your business and marketing efforts.  

In addition, failing to provide an ‘opt-out’ feature will further convince the receiver that the business’s email efforts are a tactic to lure greater leads without considering the proper needs of the customer. This coercive behaviour discourages future engagement between the two parties. 

Email marketing must not be viewed as a dated method of communication. In fact, it can be revitalised by learning from modern day communicative tools such as social media. These platforms are praised for their accessibility and high personal engagement, so why cannot email marketing do the same? Mobile phones, tablets and laptops are still in high use, therefore take advantage of learning from competitive tools and adopt them into email marketing. As the difference between a mediocre and a standout email are few mistakes that we may not be aware of. 

Michaela Agius

Michaela Agius

Digital Marketing Analyst at AI Australia

Michaela Agius

Michaela Agius

Digital Marketing Analyst at AI Australia

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