Is Email Marketing Dead? Here’s How Influencers Can Use It Effectively

While some have said that email marketing is dead, it remains one of the best ways and an essential tool to attract and retain customers. It’s true that there has been a recent crackdown on privacy policy and data-collection protocol reform, through measures like the General Data Protection Regulation passed by the EU in 2018, with email marketers needing to deal with new opt-in permission rules and proof of consent storing systems. However, for email marketers who value quality user experience this hasn’t killed email marketing yet.

Influencers who regularly generate content can use email to market messages and make personalized offers with a goal towards growing a subscriber list organically and preventing churn. People are willing to sign up if they feel the content is relevant to their experience and if you set up the correct expectations to attract users to subscribe to your list. Unlike ads, your audience has full control of their inbox, meaning they’re more likely to show more interest in your email than they would in a less targeted social media post.

Email newsletters can offer anything from personalised promos, news, giveaways or summaries and links to social media content. Here are two examples of social influencers using email as a marketing channel:

Blogilates

Cassey Ho is a fitness influencer who publishes regular workout videos on Youtube. She has added value to email newsletters by including a monthly workout calendar that is easily accessible to those on her subscriber list. This is a great way to reduce churn and grow subscriber lists; by offering exclusives such as monthly calendars or free ebooks. Here’s a snippet of one of her email newsletters:

As you can see, the writing taps into Cassey’s “brand” of being a fun, bubbly, highly energetic personality through the small tidbits about life and writing style.

CollegeInfoGeek

Thomas Frank is an influencer who caters towards ambitious, career-minded students and uses email to supplement his main social media channels (personal website and Youtube) by sending weekly content summaries. In addition to these links, he also adds his personal recommendations and a motivational quote to deepen his relationship to and add value to his email newsletter.

To sum up, people may have more power over their information and may be facing with cluttered inboxes in 2020 but that doesn’t mean email marketing is redundant. By listening to audiences and what they want, influencers have the opportunity to improve the lives of their followers by delivering tailored content they want and strengthen their brand through email marketing.

Talk soon,

Demi