31 Jul, 2017

Email is “a Force to Be Reckoned With” in Marketing


Email is the one tool of communication that remains a constant in the business world, connecting us digitally every day, with 2.7 billion users.

This trend is not going anywhere.

In fact, according to a recent survey, business leaders will use this tool until and after the year 2020.

“Nearly three-quarters (73 percent) of CIOs and 53 percent of office workers still think email will be the most common way to communicate internally through 2020. Quicker, less formal means of touching base may also be gaining favor, as those who believe email is on the way out cited instant messaging as the most likely replacement.” According to PRnewswire.

Email has evolved with digital transformation, starting with plain network email until Microsoft Mail was released through Mac.

After this monumental advancement, HTML was integrated into the email, triggering interest from AOL, Yahoo! Mail, and Gmail, who became clients shortly after.

Then, responsive emails and CSS animation were developed, creating a tool that we use now known as a  “force to be reckoned with.”

This force is impactful in many ways.

“When asked to list the most effective channels for daily communications — i.e., for initiating projects — 41% of CIOs chose email” Mediapost reports. 

Using email gives users access to forwarding messages, creating shareable content that can reach multiple audiences, while saving cost due to lack of print costs or postage fees.

Automated email tools do cost money, however, providing a targeted and personalized experience for customers by using collected data in order to understand the right times to send messages out.

First, let’s look at how to properly communicate through email.

Subject Lines Are Important

First, it is imperative to have a clear subject line when you conduct an email.

The subject line is intended to grab the attention of the targeted user, and relay a message in a few words.

“A well-written subject line like the one below delivers the most important information, without the recipient even having to open the email.” mindtools states.

Messages Should Be Brief and Clear

Emails are intended to be transparent and concise.

The message in the email should convey a clear message to the audience, with the intent understandable right away.

  • Sentences short and to the point
  • Context should contain all important information

Manners Matter!

When it comes to being polite, email is no different than face to face business encounters.

“People often think that emails can be less formal than traditional letters. But the messages you send are a reflection of your own professionalism, values, and attention to detail, so a certain level of formality is needed.” 

A few good ways to be formal include minor things such as

  • Starting the email with a friendly message
  • Closing the email with a message such as “best regards”
  • Saying thank you when necessary

Of course, if you know someone well enough, you can become more relaxed in the email, adding in emoticons or friendlier slang.

Proofread, Proofread and… Proofread again

While conducting an email, proofreading is crucial.

This skill is especially important while conveying a professional directive.

Checking for spelling, grammar and punctuation takes a few moments but can change the entire perception of the message.

Thanks to developing technology, software is available for download that assists in proofreading.

  • Grammarly – fixes and finds errors as you type, informing the user of the mistakes quickly, before the “send” button is hit.
  • Ginger – A similar software that offers grammar check, dictionary, text reader, translator and a sentence rephrasing tool.

Using these tools is a great and easy way to be aware of any mistakes being made in an email.

Companies Should Focus on Email

It is no surprise that companies invest money into software technologies that advance the workplace.

What may come as a surprise is that CMO’s have been distracted by other marketing tools that take on a modern role.

“For example, despite the appearance of modern communications and collaboration tools, “old school” methods of emails, phone calls, and texts still make up 75 percent of all communications with co-workers.” Recode reports. 

Email and Marketing Campaigns

Because of how effective email is, the marketing industry has implemented this tool into campaigns to reach a targeted audience.

“An impressive 87 percent of email marketing influencers consider their strategies as successful to some extent. More than half of those (45 percent of total) describe their email marketing strategy as “best-in-class” in comparison to their competitors.” According to a report. 

Email marketing campaigns are seen to be innovative, interactive and productive.

They create brand trust and awareness by sending out an advertisement to the targeted customer.

In order to effectively carry out an email campaign, a few goals need to be outlined.

  • Customer acquisition – this could mean growing subscribers, and email lists
  • Customer engagement and retention – Using tracking metrics to see if the audience read or was compliant to the email
  • Improving email personalization – Using the skills discussed above, you can improve your email personalization in order to receive positive customer engagement.

“It’s important to weigh the effectiveness and the difficulty of various tactics before you implement them into your strategy. According to email marketing influencers, the most effective tactic—individualized email messaging—is as effective as it is difficult (48 percent).”

The fact that email is so effective, turns CMO’s attention towards focusing on using inbound and outbound marketing techniques simultaneously.

Without digital tools like email, inbound marketing stands alone, resulting in no ROI.


The Millennium Alliance is pleased to announce that application for the Digital Marketing Transformation Assembly is now open.

Taking place on October 19-20, 2017 at the Grand America Hotel in Salt Lake City, UT, this program has been designed to offer you insight into the latest digital marketing trends including artificial intelligence, omni-channel strategy, cognitive marketing, personalization, MarTech, the data revolution and more.

Traditional business tools are being leveraged in order to effectively communicate to an audience in leading industries, particularly marketing. This puts these traditional features in a position to advance as technology develops, in order to match the digitally centered world we live in. Join the leading business leaders in the marketing industry at Digital Marketing Transformation Assembly in order to gain first-hand insight into how these tools are being used and evolving into the work place.

Consumer behavior is constantly changing as new tools change, so it is crucial to understand how to target the desired audience of a campaign can be reached as effective as possible.

A series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions will offer industry-specific topics and trends to ensure your company sustains its competitive advantage and learns about the next big trend before it hits.

This is not just another “Digital Marketing” event. Spaces are reserved for the best in the business. If you’re a CMO looking to stay one step ahead of the digital world, Apply for Millennium Membership today

Our agendas and attendee lists are for Millennium Members only. Apply today for access!

Trackback URL: https://mill-all.com/blog/2017/07/31/email-a-force-to-be-reckoned-with/trackback/

Leave a comment:

Your email address will not be published.