Which brands do you get emails from? Why did you subscribe?
Email marketing is *relatively* new, considering consumers mass-adopted email around the 1980s-90s. But as we know from glancing at our inboxes, it’s quickly gained traction and is now a table-stakes marketing channel for companies. In fact, a common stat in the industry is that emails generate $38 for every $1 spent (source). Of course that’s a broad generalization across industries, but even at an approximation, that’s an insane return on investment (ROI), considering that digital marketing on other channels continues to get more expensive.
The best marketing emails aren’t just about sales and discounts. Good marketing emails contain valuable, useful information about a product or the community’s interests. This kind of content builds loyalty with shoppers because the brand is really investing in making their customers’ lives better, not just selling them products when they need revenue. (Check out my favorite email examples here).
Like organic social media or a blog, email is a great channel because it is owned media, meaning the brand has full control over the message. Email marketing in particular asks for a wide range of technical and qualitative skills. Email is super fun because you’re connecting one-on-one with customers. Brands are getting increasingly scientific about it. Using artificial intelligence-enabled Email Service Providers (ESP), email marketers can segment people by attributes (gender, region, age), send at specific times of day across time zones, and create very sophisticated if-then paths that send consumers down an email drip.
Main Responsibilities:
For example, if you’re an Email Marketer for a athletic fashion brand, you might:
More links that might be helpful:
- My favorite email examples
- Really bad email examples
- Hubspot
- Email marketing tools you should know
