“Who opens their emails nowadays?”
It is one of the most common questions people throw to marketers when a marketer mentions email marketing and is often accompanied by a smug face. The thought of adding email marketing into the marketing mix of a tradie business can sound ridiculous and dated to business owners / tradies who have little to no background in digital marketing. However, it takes a number of different marketing tactics to make up a robust and effective marketing strategy. So before completely shutting down the idea of email marketing, we will explain how email marketing can transform your marketing mix.
It is true that e-mail marketing has been used by marketing professionals all over the world for a few decades now. The e-mailing system was first tested in 1971 by Ray Tomlinson containing a message that is said to have read “Test123” or “QWERTYUIOP”, depending on who you ask. Regardless of what the email actually contained, it was the first successful email ever sent.
In 1978, the first email marketing blast was sent to about 400 recipients from Digital Equipment Corporation to let its clients know about new computers available. This blast brought approximately $13 million in sales to the company. Given the outcome of the sales, it is considered a success in the marketing industry and just the start of digital marketing.
Since the success of the first email marketing blast, the emailing system has become widely available to different markets. Before it was supposed to be for large corporations and professional use only but now, almost everyone in the world has their own email addresses to use however they want.
Email marketing by definition is literally the use of email to advertise or promote a product or service of a business. In the late 90’s when the boom for personal email addresses started due to Hotmail, the demand for email marketing services increased tremendously due to several positive factors.
First is the delivery time. Back in the day, before the widespread uptake of email, mailing out catalogues to every household subscribed to the company’s products and services was one of the most effective marketing strategies. However, this process was made significantly quicker and efficient through email marketing.
The second factor to the early success of email marketing is the cost. Sending emails is a lot cheaper compared to sending out catalogues, printing collaterals, and the overall process of traditional print marketing.
The third factor is that the internet and email made communication more convenient for everyone. On the world wide web, barriers to entry are not very common. It is easy to reach different countries just by browsing on the internet and with emails, businesses and individuals can interact freely. Businesses were able to reach their customers on a more personal level without seeing them personally because of the data available on the internet for email marketing.
While email marketing saw success for several years, there was a time when businesses saw its downfall. In fact, fax machine companies even predicted that email marketing will be replaced with other technological advancements. Somehow, this prediction almost became true when the fame of social media arose in the late 2000s but the email platform has seen something of a revitalisation in recent years, especially since the onset of the COVID-19 pandemic.
What caused the wave?
Since every nation on the planet was on lockdown and limiting the movement of people outside, digital marketing spiked and that includes email marketing. Individuals found new appreciation to the platform especially with new integrations launched by different email providers such as Google and Yahoo like their digital calendars that can help in tracking their schedules. Google also updated their Google Meet tool for communication which sends notifications through email addresses involved in the meeting. And people who have lost their jobs spend their free time updating their emails if there’s already an invitation for an interview in their inbox.
With the heavy usage of personal emails, marketing professionals, old ones and newbies brought email marketing into the mix successfully.
Now, even though the world is slowly recovering from the pandemic, email marketing is still going strong for marketing professionals because this is now the new normal. The threat of the virus is still and everyone is still being cautious so instead of handing out flyers, pamphlets, or any printed material to customers, it is better to send it through their emails.
If you are one of the business owners who are skeptical about the outcome of email marketing, if it’s worth the investment, let us at TradesFormation help you see the impact it could bring to your business. We at TradesFormation are here to help you guide your business with our business coaching courses and digital marketing services for tradies. Give us a call and let’s talk about your business!