Why e-mail is still one of your most effective channels

Email icon

While growth hackers are continuously looking for the sexy, new trendy way of obtaining or reactivating users, they often neglect one of the most effective methods: e-mail. A recent article published by McKinsey & Co., “Why Marketers Should Keep Sending You E-mails,” makes a strong case for e-mail marketing. In fact, the article shows e-mail is 40X more effective to acquire users than Facebook and Twitter combines (though maybe 1/40th as cool). The argument is very consistent with what I wrote about Bayes’ Theorem: The underlying baseline data is very powerful in driving results. In this case, the “40X more effective results” assertion states that about 91 percent of US consumers use e-mail daily, and that e-mail prompts purchases at three times that of social media with an average order value that is 17 percent higher than from other sources. Given e-mail’s power to improve your user-acquisition efforts, there are three keys to making it a successful channel.

Focus on the customer journey

Understand the recipient’s journey from the time they receive your e-mail to the final desired action. This action is not opening the e-mail or clicking on a link but it is potentially installing an app, making a purchase, etc. While it is good to optimize every part of the e-mail, from the subject line to the images to the copy, you should focus on optimizing the entire customer journey. Once they click on a link in the e-mail, do not stop optimizing. Rather than taking them to a generic landing page, keep their experience consistent with what persuaded the user to click on the e-mail in the first place. And ensure the experience is just as good on a mobile device, given that 45 percent of all marketing e-mails are opened on a mobile device. According to Google, 61 percent of users are unlikely to return to a mobile site they had trouble accessing and 40 percent visit a competitor’s site instead. Continue reading “Why e-mail is still one of your most effective channels”