Email marketing gets a bad rap sometimes. Some people say it doesn’t even work anymore. But the truth is, email marketing continues to be a cornerstone marketing strategy for small businesses.
This article will explore why email marketing remains crucial and how small businesses can effectively use it in 2024 by looking at:
- How different generations use and view email
- Why email marketing is still important
- The most effective email strategies
- Practical tips for implementing an email strategy.
Do Younger People Use Email?
The rumors persist that young people don’t use email anymore. The problem is that the data do not support that claim. Millennials and Gen Xers rely on email more than any other generation, at 98%. Ninety percent of users aged 15 to 24 use email, as do 93.6% of those age 25 to 44. At age 45 to 64, usage drops back to 90%, but the vast majority of U.S. adults still use email. (statista).
How are people viewing their emails?
- Most emails (50-60%) were opened on mobile devices.
- Members of Gen X often switch between devices—for example, opening emails on their phones but clicking through and making a purchase on their work computers—so keep multi-device behavior in mind, and always test your emails on mobile devices first.
- SMS, (or texting), is gaining popularity, but email is still the gold standard for marketing communication across the board.
- 99% of email users check their email every day, some as much as 20 times a day.
- Morning hours continue to be the best time to send emails, before they get pushed down to the bottom of the inbox. Although you should test this and see what works best for you. For some audiences, sending on the weekend gets an excellent open rate. It all depends on your customer and your industry.
Why Email Marketing is Still Important for Small Businesses
1. High ROI
Email marketing consistently delivers a high return on investment (ROI). According to a study by Litmus, email marketing generates an average ROI of $42 for every $1 spent. This makes it one of the most cost-effective marketing channels available. Would you trade $42 for $1? I know I would!
2. It’s Direct and Personalized Communication
Unlike social media, where algorithms control visibility, emails are delivered straight to the subscriber’s inbox and allow direct communication. This direct line of communication enables more personalized interactions, creating stronger customer relationships.
3. You’ll Get Measurable Results
One of the key advantages of email marketing is its measurability. Metrics such as open rates, click-through rates (CTR), and conversion rates provide clear insights into the effectiveness of campaigns, allowing businesses to refine their strategies for better results. With social media and advertising, many times we can only estimate these statistics, making it difficult to measure ROI.
4. Increased Customer Engagement
Emails can drive customer engagement through targeted content. By segmenting email lists and tailoring messages to specific audiences, businesses can increase relevance and engagement. This targeted approach can lead to higher conversion rates and customer loyalty.
The Most Effective Email Strategies for 2024
So what, if anything, should you do differently in 2024? Here is what the experts suggest.
1. Segmentation and Personalization
Segmentation and personalization are no longer optional but essential for email marketing success. The average email open rate across industries is 21.33% . Personalization in subject lines can increase open rates by up to 50%. In 2024, customers also expect personalized content that resonates with their interests and behaviors. According to a report by Campaign Monitor, segmented email campaigns have a higher open rate and a 100.95% higher click-through rate than non-segmented campaigns .
Try segmenting by these three areas:
- Demographics: Age, gender, location, etc.
- Behavior: Purchase history, browsing behavior, engagement with previous emails.
- Preferences: Interests and preferences indicated by the customer.
2. Automation
Automation is a game-changer for email marketing, allowing businesses to send the right message at the right time without doing it manually. Automated emails, such as welcome series, abandoned cart reminders, and post-purchase follow-ups, can significantly drive sales.
A study by Epsilon found that automated emails have a 119% higher click rate than broadcast emails! I have noticed this with my own automations too. The bonus is that you just have to create it once, set it up, and it’s done!
3. Mobile Optimization
Have you ever opened an email on your phone and had to zoom in to read it? With 50% of emails being opened on mobile devices, ensuring your emails are mobile-friendly is crucial. A poor mobile experience can lead to higher unsubscribe rates and lost opportunities. Make sure your emails have a responsive design, with easily clickable links and buttons that are easy for fingers to hit, and concise, engaging content that is readable on small screens.
4. Interactive Content
Clicks are important. According to a study by Martech Advisor, interactive emails can increase click-to-open rates by 73% . They also let your email service provider know that it’s not spam and they will be more likely to deliver subsequent emails, rather than sending them to the spam folder. Interactive emails include features like surveys, polls, quizzes, and interactive images or carousels.They can boost engagement and clicks by encouraging recipients to interact with the content directly within the email.
5. A/B Testing
Not sure what subject line is the best? A/B testing (also called split testing) is great for optimizing email campaigns. By testing different subject lines, email designs, and call-to-actions (CTAs), businesses can determine what resonates best with their audience. Continuous testing and iteration can lead to significant improvements in email performance. I also recommend a free website called subjectline.com. They will rank your subject line based on a number of relevant factors.
6. Create Clear and Compelling CTAs
A clear and compelling call-to-action (CTA) can get your readers to click! Whether it’s making a purchase, signing up for a webinar, or downloading a resource, the CTA should be prominent and persuasive. According to WordStream, emails with a single CTA can increase clicks by 371% and sales by 1617% .
7. Avoiding the Spam Filter
After a change in how the big email companies deliver email in February 2024, the spam filter is a very real threat to bulk email senders. Making sure your email is properly authenticated and following all the rules is your first step. And email service providers like to see engagement, so asking your subscribers to reply to an email is a good way to not only get engagement, but to get feedback on what they are looking for while building your know-like-trust relationship with them. When they reply back, you will be added to their contact list and subsequent emails will not be likely to land in spam.
8. Spend time Crafting the Subject Line
Spend time on the subject line and get it right. Forty-seven percent of email recipients say they open an email based on the subject line alone, and 69% mark an email as spam based on the subject line alone (OptinMonster, 2023).Consumers spend only an average of 10 seconds reading brand emails, so you should start with a hook, and get to the point quickly!
9.Integrate email with other marketing content
In 2024, Email orchestrated with other marketing content (such as social media, ads, etc) will have the highest impact according to Oracle. The marketing Rule of 7 says that a consumer needs to see a message 7 times (or more, in our crowded world) before they take action. Think of your promotional emails as part of a larger campaign, and use it along with social media, advertising, and even print marketing.
Practical Steps for Implementing Your Email Marketing Program
If you’re just getting started with email marketing, then here are some basic tips to get you off on the right foot.
1. Build a Quality Email List
Start by building a quality email list. Use sign-up forms on your website, offer incentives like discounts or free resources, and ensure you comply with data protection regulations such as GDPR in Europe, and similar laws in Canada and in California. If you’er struggling to grow your list, join my free 14-day email list building challenge!
2. Craft Engaging Content
Let’s be honest–nobody will read a boring email–or one that’s super long. Create content that adds value to your audience. This can include newsletters, promotional offers, product updates, and educational content. The key is to keep your audience engaged and provide them with information that interests them.
3. Use a Reliable Email Marketing Platform
Choose an email marketing platform that offers features like segmentation, automation, A/B testing, and detailed analytics. I use and recommend Convertkit for smaller businesses (they have a free plan too) but I’ve also used Active Campaign and Campaign Monitor, which are also good choices.
4. Monitor and Analyze Performance
Regularly monitor and analyze the performance of your email campaigns. Don’t just look at open rates, watch how many people are clicking through and use that to guage their interests and segment them for future emails. Use the insights gained from analytics to refine your strategies and improve campaigns.
5. Maintain Consistency
Consistency is key in email marketing. Develop a regular email schedule that aligns with your audience’s preferences and stick to it. I recommend emailing your list a MINIMUM of weekly, however some experts recommend doing it more often, even daily! It’s really about what’s relevant to your audience. You can even ask them!
Conclusion
Email marketing remains an indispensable tool for small businesses in 2024. Leveraging the full potential of email marketing can significantly impact a small business’s growth and customer engagement. The statistics don’t lie: By implementing strategies such as segmentation, personalization, automation, and interactive content, businesses can enhance customer engagement and drive significant ROI.
Are you ready to create a thriving email list? Join my free 14-day email list building challenge!
