So the other day, I received a marketing brief from one of my regular clients for an EDM blast to our subscribers. It was a fairly big budget brief for an EDM blast, and naturally, I worked out the best structure for my client based on my experience. Then here comes the dreaded question: “how many leads can you guarantee from this EDM blast?”
EDM blast (or email marketing by common terms) has long been a popular method for b2b tech marketers to reach their customers and potential prospects. However, in recent years, the effectiveness of email marketing has come into question.
There are a number of reasons why email marketing may not be as effective as it once was.
Sheer Volume of Emails
First, the sheer volume of emails that people receive on a daily basis has made it difficult for brands to stand out. With so many emails competing for attention, it can be easy for a message to get lost in the shuffle. Additionally, many people have become accustomed to ignoring or deleting promotional emails without even reading them. And the ease of “shift-clicking” has made it easier to mass delete emails at a glance.
Intrusive Marketing Perception
Another issue with email marketing is that it can be seen as intrusive. Many people view emails as a form of spam, especially if they are not relevant to their interests or needs. This can lead to recipients marking the emails as spam or unsubscribing from the mailing list altogether.
It Is Not Cost-Effective
Additionally, email marketing can be costly and time-consuming. Creating and sending emails requires a significant investment of time and resources. This can be especially problematic for small brands that may not have the resources to devote to email marketing. To give some context on the possible spent:
EDM design = $200 to $300
EDM blast platform (Mailchimp) = $25 for 6000 sent in 1 month
Purchasing database (DnB SG) = $1 for one valid contact = Probably $3000 at least for 3K contacts
So in total, it is estimated that it could cost around 3.4K for a 3000 contact blast. (Not forgetting another round of EDM blast off the MailChimp subscription purchase).
Based on the industry benchmark for B2B email blast, 20.94% is the ideal open rate which means you are likely getting 630 contacts to open your email. But they are still not likely to take action on your EDM CTA links yet if your subsequent CTA steps are too complicated or too long
Inability To Track Customer Behaviour
Moreover, email marketing does not give you the ability to track or monitor customer behaviour, which makes it difficult to understand the effectiveness of your campaigns and how to improve them.
The Influence of Social Media
Finally, with the rise of social media, many people now prefer to receive updates and promotions through platforms like Facebook, Twitter, and Instagram. These platforms offer a more interactive and engaging experience than email and can be a more effective way for brands to reach their target audience.
Conclusion
While email marketing can be an effective tool for reaching customers due to its ease of execution and instantaneous promotion, it is important to consider the potential downsides. With so many emails being sent daily, it can be difficult for brands to stand out, and email marketing can be seen as intrusive, costly, and time-consuming.
Marketers must adopt a more holistic approach through creative and compelling ways to stand out in a crowded inbox and effectively communicate their message to their target audience. such as EDM blasts, banner ads, sponsored advertorials, and telemarketing tactics are essential to running a highly effective lead gen campaign.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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