Insights > 8 Channels Of Digital Marketing

So Long Facebook... Hello EMAIL!

If you aren’t serious about dialing in your email marketing campaigns, you may be missing a HUGE opportunity. With active email accounts set to hit 5.6 billion this year, email marketing is more powerful than ever.

More and more, the internet is feeling like a collection of algorithms, cramming ads down the throats of users as they navigate to the content that interests them. Email is different - it gives consumers control and allows them to opt-in to receive information from the brands that matter most to them.

In our experience, there’s a right way and a wrong way to leverage email marketing to grow your brand. Here’s what you need to know.

Create your list and check it twice…

Successful email marketers are perceived as helpful and interested in the unique needs of the recipient. That’s why we don’t recommend buying a list of email addresses off the internet. Sending an email to someone that didn’t request to be on your list is like showing up to a stranger’s house and asking: “What’s for dinner?”

A ridiculously high percentage of your messages will be flagged as spam – meaning your email address could be blacklisted. Plus, you’re making the wrong  impression for your brand.

Instead, leverage your website to invite visitors to sign-up for your email newsletter. You can even ask the individual signing up what they are most interested in about your brand.

In return for signing up, you should offer them something of value right away – we call this an “opt-in offer”. Examples include in-depth case studies, special discount coupons or VIP access to behind-the-scenes information – delivered directly to their inbox upon signing up.

Grow your list organically.

You don’t need thousands of email addresses in order to run a successful marketing campaign. What you do need are email addresses for potential customers that value what your brand offers. The quality of your list is way more important than the quantity.

Send email marketing messages that sizzle with value.

Invest real effort into the content you’re sending out. The reader should feel like you took the time to fill them in on something that’s vitally important to them. When done correctly, your email recipients will wait with anticipation for your next message.

All of this contributes to a positive brand experience.

Why is email still so powerful?

The first email message was sent in 1971. Technology has evolved a lot since then. Yet email is still considered the gold standard in digital marketing. Why?

  • Email Inboxes Put Consumers in Charge of What They Consume
    Email is something consumers can control. They get to pick and choose which email newsletters they subscribe to. Since the recipient is making the choice to “opt-in” - email marketing messages have the highest conversion rate at 66% compared to social media, direct mail and more. (Data & Marketing Association) And, if they’re feeling bombarded by unwanted messages, they can unsubscribe with the click of a button.

  • Email is Less Invasive than Social Media
    With recent privacy issues, along with the disruptive nature of social media, users are increasingly choosing to delete their accounts.  Consumers  don’t trust big corporations to treat their personal information with respect, and they are tired of being spoon-fed ads based on their most recent browsing history. Email is becoming more important because it’s the last line of digital communication between brands and customers.

  • Email is More Personal
    The decision to opt-in is deeply personal. As a result, your brand can leverage email to build a one-on-one connection with your customer. The content can be tailor-fit to the recipient. And they can instantly choose to hit “reply” and get in touch with you on their schedule.


Fratzke Media works with brands everyday to help them master the 8 Channels of Digital Marketing – including email marketing. If you need help, we’d love to partner with your brand.

James Fratzke

Co-Founder & Head of Operations

2.27.2019

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