Take a look at the twenty most recent messages your email inbox. Not the spam folder, but the main inbox – the one that's theoretically meant to house messages you actually want to read. How many of those first twenty have you opened, and how many will go forever un-clicked? How many fall into the “I'll read it later” category, and what usually happens when “later” arrives?
More importantly, why do you choose to read one piece of email marketing, but not another? If you want your email marketing to stand out for the right reasons, these are important questions to answer.
Junk mail has been around for a long time, and people are predisposed to distrust it. Back when snail mail was the only mail, junk mail arrived on paper, and it arrived often. Now it's called spam, and it's even easier to send digitally. No matter how careful you are about sharing your email address, spammers will find you. It's a fact of digital life, and it's a burden to honest marketers everywhere.
Between the spammers and the legitimate marketers, you've got a lot of competition for a limited amount of inbox space. If numbers are your thing, a study by tech giant Intel, released in 2013, determined that 204 million emails are sent every minute. That's 12.24 billion emails an hour. So standing out takes work and creativity, but email marketing, done right, is still a very powerful tool. Let's take a closer look at how you can create email marketing campaigns that get results, no matter the size of your business.