Should You Give Up on Email?

Guest blog post by Kristina James, Director of Marketing, MDR

The problem with email is real. For many marketers, email performance is declining. Many wonder, should we just give up on email? Is direct mail back? If email is dead, what is the new workhorse of marketing?

From MDR’s perspective, we can say that email marketing as it was originally conceived is a dead-end for marketers. The days of batch and blast email marketing are obsolete. Recent trends in Open, Click-Through, and Conversion Rates confirm that the old-style, mass email campaigns are failing. In fact, our results show emails deployed to a list over 100k have 60% fewer opens and clicks. 

It’s not necessarily out with the old and in with the new when it comes to campaign channel selection. We don’t believe in replacing email marketing with social media marketing, for example. However, we do believe in leveraging a multichannel approach, with the right message, at the right time. Knowing when to reach educators is key. For example, during June and July our WeAreTeachers community opens emails at a 15-20% rate.

When campaign focus tightens, performance multiplies. And when strategically paired with other channels, email is alive and vital. There are many techniques that can give email campaigns the best opportunity for success. 

For example, when choosing your list, remember that less than 50,000 is the sweet spot in email campaign size; segment until you get there. Personalization works, too – Our research shows that simply personalizing your Headline can lead to a nearly 5% increase in Open rates and almost double your Clicks. Customize your “To” and “From” address fields to improve Opens and Clicks. When designing your email, use images sparingly to avoid spam filters and image suppression.

These are just a few quick hits to get you started on improving your email performance. To access our full series on email best practices and to download our checklist, click here.

MDR is a different kind of integrated marketing services agency. Our unique digital, creative, and branding capabilities made on over 46 years of expertise in researching education, building a world-class education database, and helping clients connect with educators. We not only help define which educators to connect to, but how best to connect with them.  Our multi-channel programs are measurable, effective, and flexible, helping clients define and deliver on their goals in the education market. Build your brand, champion a cause and/or inspire a child by leveraging our suite of email marketing, market intelligence, creative services, database and technology services. Speak directly to your desired audience through our WeAreTeachers, WeAreParents and EdNET communities. Align your brand with the most trusted partner in education marketing, MDR. Contact us today.

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