The power of email marketing continues to grow, with the ability to reach more and more people every day. There are approximately 2.8 billion email users worldwide as of 2018. If there is a company anywhere out there that doesn’t rely on email as one of its most used communication methods for their internal and external activities, they are certainly part of the overwhelming minority.
Email has become a communication method many of us use consistently in our daily lives and many of us have multiple email accounts we use for various purposes. Email marketers must be conscious of the fact that consumers have an average of just under two addresses each, meaning the number of email addresses worldwide is roughly 5.2 billion – which is quite substantial.
As an email marketer, you may think “Wow, the more email accounts, the greater the chance my email will be seen.” While in theory this should be the case, in reality many consumers use one email address as their primary account and with others as secondary accounts that are checked less often.
A successful and powerful email marketer has the ability to reach an email user’s primary email address, ensuring their marketing messages are seen quickly and consistently. However, this can be difficult to do as many consumers tend to place less value on marketing emails and don’t trust big companies to not spam them or share their information with third party sources. Because of this, marketing emails are typically relegated to the junk folder or – another common practice – consumers provide companies and brands with one of their secondary email addresses right from the get go.
So how can email marketers shift the way consumers perceive marketing emails and the companies who send them; to trust them enough to want to provide their primary email address, thus increasing their overall exposure to these emails?
Essentially, that’s what it all boils down to: trust.
Leveraging the power of email marketing means that marketers need to be aware of this almost innate mistrust of big companies and the potential misuse of provided data. Email marketers need to make sure to put in the effort to instill this sense of trust with consumers by assuaging any doubts they may have immediately, before they even provide their email information.
Another suggestion as for how to build trust with consumers, encouraging them to provide you with their primary email address, is to share with them what kind of content they will receive, as well as how frequently they can expect to receive it. This way, consumers’ decisions can be as informed as possible, as they know more about what they are signing up for – literally.
Possessing a consumer’s email address gives email marketers power; the power to send targeted information directly into the consumer’s inbox, with hopes that it will grab their attention enough to cause a transaction between the company and consumer. In order to successfully wield this power, email marketers must not violate the trust given to them by these consumers. Because, in the end it really doesn’t matter whether consumers provide their email address to your company or not – the power of email marketing ultimately rests with those who have access to the Unsubscribe button.
If you’re looking for a new email marketing tool, check out the one provided by SimplyCast! If you have any questions about how we can help you with your email marketing efforts, don’t hesitate to contact us today!