044. Is Email Marketing the Best Use of Your Budget? (Opinion)

044. Is Email Marketing the Best Use of Your Budget? (Opinion) 780 552 Create 8

Are unread emails really the best use of your marketing budget?

With digital marketing becoming the leading investment for flourishing businesses, is the online marketplace where you should be spending your hard-earned cash, or is it just as crowded as its offline counterpart?


It’s Monday morning, and after the usual weekend rush we settle down to address the little problem of the hundreds of daily emails we have received. As is often the problem with our personal accounts, we are more than willing to sign up to everything and anything we can, just for that initial discount or bonus. What is particularly striking to someone who works primarily in the marketing sector, is that I still haven’t unsubscribed from companies I shopped at years ago. I sat wondering why, before realising I hadn’t opened an email from the company in question for over five years. Which raised the question are they benefitting from being just another number in my inbox, or has email marketing become somewhat defunct.


In years gone-by it was hard-copy mailshots which piled high on the welcome mats of homes up and down the country, whether it was one of many companies selling double glazing, not to mention any names but if you bought a window apparently you got one free. Or local eateries with offers for two people on a Tuesday, but as the times and technology have changed, marketing has, of course, followed suit. 


What actually differentiates online marketing from offline marketing when it comes to the high volume approach?

Well, first and foremost let’s address the element of hope which is present in both marketing styles. When it comes to running a traditional mass email shot we would always suggest knowing the legalities of doing so, the internet aims to unveil the anonymous much more stringently than the real world therefore knowing the laws in place and following them to the letter, is certainly advised. But…Even with GDPR in place, and companies sticking to the rules, does it actually mean those who once shopped with you, or accessed the deal you were publicising still want to buy from you? In short, no. No it doesn’t, although the generation we live in maybe the most technologically savvy, hand-in-hand with the reliance on innovation comes laziness. However this being said, online tools such as Mailchimp can really help you perfect your output when it comes to email marketing. It’s ready to manipulate templates and fully accessible analysis can really help any budding business to flex their marketing muscle in a way that works best in their sector.


Are Mailchimp trying to tell us something? So along with being a brilliant tool for those up-and-coming businesses and indeed independent marketeers. Mailchimp’s free portal comes with a 2000 contact limit or a monthly send of 10,000 emails. Of course, this is to make sure bigger businesses pay their way when it comes to using the website but also for us it really promotes a ‘less is more’ attitude to marketing. It is important to remember once a contact has been removed from your list the number is regenerated, therefore expired or unsubscribed users once removed are no longer part of your mailshot. So…Target your well thought out content to those who are still interacting, those opening your emails should see more of what you have to offer and those who are clicking through to your website should be turned into custom by any savvy marketeer.




So here’s a suggestion on a personal level, head into the treasure trove which is your unopened emails and select a few from companies you haven’t used in a while. Check out what they have to offer and if it’s a pair of trainers a much younger version of yourself might have worn to a school party, then unsubscribe! It will help shave the top off your unwanted emails and also help the businesses in question get back to streamlining and selling those trainers.


With all that being said, everything depends on the project you are looking to create. Target marketing can work in hundreds of different ways. Speak to us about how we can help you with your marketing whether that is online of offline marketing.


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