Is Your Email Marketing Game Still Strong, or Has It Fizzled Out?
Ever wonder if email marketing is still a thing? You might think it’s as outdated as flip phones. But let me tell you, it’s very much alive and kicking!
In a recent report from HubSpot, around 80% of marketers shared that their email engagement has actually improved in the past year. Not to mention, for every dollar spent on email advertising, brands are seeing an average return of $42. That’s not chump change! It looks like email marketing is still a go-to strategy for many businesses.
But, let’s be real. Many of us struggle to build and maintain our email subscriber lists, right? If you feel like you’re sending emails into the void, don’t throw in the towel just yet. Understanding your audience is key. What makes them click "subscribe" or, unfortunately, "unsubscribe"?
To dig a little deeper, I reached out to 400 consumers. I wanted to know what drives them to sign up or bail on marketing emails. Here’s what I learned!
Why Do Consumers Hit That "Subscribe" Button?
The first question I asked was, "Why do you subscribe to marketing emails?" Spoiler alert: It all boils down to value. Consumers are looking for something that resonates with them, and that’s the golden nugget marketers should chase!
So, what do brands need to focus on? Let’s break down the main reasons consumers subscribe:
1. Deals and Discounts
Almost 28% of consumers admit they subscribe mainly to get the scoop on sales, promo codes, and coupons. Makes sense! Who doesn’t want to snag a good deal? Even if your emails primarily advertise discounts, don’t be shy to include a few updates about new products or valuable content. Flex that creativity while still giving your audience the inside scoop on how to save.
Take Postmates as an example — when you sign up, they send regular updates filled with discount codes and restaurant deals. It’s no surprise that I often find myself checking my inbox to see what promotion I can use next time I order!
2. Value-Added Content
Around 25% of people subscribe because they want access to valuable content — think blogs, tutorials, and videos. Many consumers want to learn about topics they care about, and this shows businesses can still drive sales through educational content.
Consider sending out a weekly digest of your latest blog posts or insightful articles. It’s a smooth way to look like a trusted voice in your industry. Plus, you can sneak in a promotion too!
3. Company Updates
Some consumers are curious about how a company operates. About 16% sign up just to get company announcements and press releases. Even if you’re a small business in South Texas, establishing that connection builds trust and interest in your brand.
4. Mixed Content
Interestingly, about 10% of respondents crave a mix of content. Sometimes, they just want a bit of everything! This tells us that variety is essential. Test the waters by including promotions along with insightful content.
5. The Other Reasons
Only 5% subscribe to learn about new products, and an even smaller 2% are attracted by the promise of discounts for signing up. This means relying solely on promotional tactics may not be your best move.
Now, What about Unsubscribes?
Once you’ve built an email list, the challenge becomes keeping it! So, what drives people away? When I asked consumers why they unsubscribe, 51% said “too many emails.” Yikes!
A whopping 34% noted they get spammed with too many emails in a single day. Believe me — no one likes emails flooding their inbox every hour. It’s about finding that sweet spot with your email frequency.
Tip: Ask yourself, “Am I overwhelming my audience?” Consider consolidating your emails or spreading them out to keep your audience engaged without getting frustrated.
Strategies to Win & Retain Subscribers
Creating a winning email strategy is key, especially for small business owners like you in McAllen and beyond. Here are some pointers to keep those subscriptions flowing:
1. Deliver Value
No more overly promotional messages! Craft emails that provide genuine value. Offer a blend of promotions and informative content — keep your audience interested!
2. Promote the Value of Your Emails
When marketing your email list on your website or social media, make it clear what subscribers can expect. Are they getting expert tips or local deals? Be upfront about it!
3. Don’t Just Talk Products
Sure, tout your latest offerings, but make sure to balance your emails with helpful resources like links to helpful articles or tips. Your readers will appreciate the effort, and you’re likely to see engagement soar!
As a local business owner, you want to drive those leads your way, and having a solid email marketing strategy is part of that journey. Here, at Ericks Webs Design, we know the ins and outs of local markets like McAllen. That’s why we offer tailored web designs that support your marketing goals and connect seamlessly with your email strategies.
Ready to take your email marketing to the next level? Let’s chat! At Ericks Web Design, we’re all about helping you flourish in the digital landscape. Hit us up, and let’s get those leads rolling in!
Source:
https://blog.hubspot.com/marketing/why-consumers-subscribe-to-email
