Is Email Marketing Dead? We Investigated and Here’s What You Need to Know

Social media as a marketing tool has really taken off in the last few years. Not only are social platforms free and on-trend, but they cater to a variety of demographics. With that said, it is important to acknowledge a marketing tool that has been around for far longer: email.

One piece of advice that we have heard more and more lately is that an email list is crucial to growing your business. If all your customers only follow you on Instagram or TikTok, you risk losing all progress if the platform shuts down or makes significant changes. With email, you have an established list of contacts no matter what happens to the tools and platforms.

So, what’s one of our favorite tools for managing email marketing? Zoho Campaigns. Let’s look at why Zoho Campaigns (and email marketing in general) are essential to consider. 

Why We Shouldn’t Ignore the Importance of Emails

Email marketing

Take a look at your email inbox– companies take all sorts of approaches to reach you! You’ll see newsletters and cart abandonment follow-ups, freebies, and discount codes. Email marketing is still an incredibly relevant approach to boosting sales and customer engagement.

Not only is it important, but it’s become increasingly easy to manage an email campaign through software like Zoho Campaigns and other popular tools.

Currently, about 64% of small businesses utilize email marketing. Not only that, but for every dollar spent on email marketing, companies report an ROI of about 42 bucks! Those numbers are pretty convincing, and it’s kind of difficult to find statistics arguing against email!

How Emails Can Fit into Your Marketing Efforts

Okay, so what is email marketing exactly? Email marketing software like Zoho Campaigns and MailChimp collect contacts through sign-ups on your website or other lead generation tools. They allow you to build customized emails with specific messages and can automatically send them out to your email list. 

Email marketing software can automate the entire process! We can connect with customers and send information about promotions and events by email. The true gem? Email enables us to build a trusting relationship with our client base that keeps them coming back!

What’s So Great About Zoho Campaigns?

Screenshot 2022-04-20 at 22.40.20

With Zoho Campaigns, you have pre-designed templates ready for use. Create a customized message and tailor the CTA. You can even customize content based on the targeted demographic and perform A/B testing to see what’s most effective!

Zoho Campaigns allows you to set the email frequency so it won’t seem like you’re spamming everyone. It will monitor recipient activity on sent emails and send follow-ups based on that activity. 

Zoho Campaigns has a feature where you can score subscribers based on engagement, giving insight on sales potential and when to move them to a CRM. 

It also offers real-time analytics and reports because how can we improve our business operations without analytics? 

We’re All About Some Integrations

Zoho is great when it comes to integrations! They don’t force you into purchasing all their products and services– instead, they give you the option to bring currently used products along for the ride. 

One of the best Zoho integrations for product-based businesses is Shopify. Zoho Campaigns will combine with Shopify to send emails about purchases, abandoned carts, and store updates.

Additionally, it integrates with website builders like WordPress and photo providers like Unsplash. Zoho Campaigns also works with HubSpot’s CRM, Survey Monkey, DropBox, and social platforms like LinkedIn and Facebook. 

Let’s Talk Cash

Let’s face it, the more we can save on business processes, the better.

Email marketing

For this reason, we took a look at Zoho Campaigns competitors and made some price comparisons. MailChimp, often recognized for its data-backed campaigns, costs $17 per month for 500 contacts, whereas Zoho Campaigns is $4 per month. For 2,500 contacts, Zoho Campaigns is $10 per month, and MailChimp is $59. Keep in mind that those prices are for a standard package.

Zoho Campaigns and MailChimp both offer a free package (until you find yourself needing more add-ons). This is nice when you are overwhelmed by options and just want some low-pressure trials. Hubspot also offers a free package under the same circumstances.

FloDesk offers no free options but quotes a flat rate of $38 per month for any package. This may not be a bad option if you want a fancy package with all the bells and whistles.

Overall, Zoho Campaigns is cheaper and offers all the features you could ever need. Whatever your specific marketing need, Zoho probably has you covered for a nominal fee compared to other software. 

The Takeaway

If you haven’t already entered the world of email marketing, we suggest you try it out! It’s never too late to improve strategies and invest in the growth of your business. Obviously, we are fans of Zoho Campaigns and all the other great Zoho products, but we are always here to chat with you about whatever route is best for you and your business.

The Marketing Flywheel Vs. The Sales Funnel

"Well, we read the articles and called a few engineers..."

What is a flywheel? Well, we read the articles and called a few engineers to get to the bottom of this new term in sales and marketing and this is what we’ve come up with:

Flywheel 

noun

  1. A mechanical device (wheel) designed to conserve momentum and efficiently store energy. 

Someone realized that this technical, and confusing, term would be great for marketing and sales teams. Which brings us to our definition, tailored for the evolving business world:

 

 

  1. The interdependent connection between sales, marketing, and service teams to provide an exceptional customer experience. 

The point of shifting from a funnel to a flywheel is purely for the sake of the customers. 

 

Customers have power, and they’re tired of being wooed and schmoozed through the sales funnel process. At the end of the funnel, they don’t fall into a hot tub of customer care. They usually fall off the company’s radar except for the occasional dry sales email. 

The flywheel provides a different experience. Consequently, when you tie together service, marketing, and sales, you create a robust company with a dedicated and collective focus on the customers. 

As the flywheel spins, customers fall into a vortex where they can always:

  1. Access to support, information, or services they need.
  2. Receive the experience your marketing team promised.
  3. Have good reason to refer others to your company. 

The 3 Things You Need to Know About the Flywheel and Funnel 

We’ve established the basis of the flywheel, but there are a few key takeaways to cover about the retiring funnel and the new heavy-weight champ. 

1. The Sales Funnel Isn’t Dead (yet)

First, there is still a process needed to connect with and attract new leads. Every lead is at some point cold, or luke-warm and they need nurturing. Over time, we expect the marketing flywheel to take a larger role in this process because companies that use the flywheel will gain a reputation for outstanding customer care. 

2. The Flywheel is About More Than Marketing 

The idea of the flywheel is to pull in and protect customers. However, it doesn’t directly address the notion of leads because, essentially, you’re treating everyone as customers from the start. It’s 2021, and we’re finally figuring out that we should treat our customers better than our warm leads. 

Let’s say someone comes across a company marketing campaign, and they show an interest. Then the sales team reaches out alongside support to learn more about the customer. Finally, marketing, sales, and support work side-by-side instead of pushing customers off of one person’s desk and onto another.  

3. The Difference is a Matter of Approach

 

Customers that are loyal and naturally raise awareness for your brand are engaged, delighted, and constantly attracted to your company. However, most companies think of that situation and put it off because it sounds like a lot of work. 

The flywheel allows companies to use their resources with more tact to accomplish these goals efficiently. You’re not asking your three primary teams to run at top speed all the time. Actually, it’s the opposite because using collaboration and proactive work means that customers receive more support and care with less internal effort. 

How to Run a Smooth and Efficient Flywheel

The flywheel isn’t a self-perpetuating machine that will breed customer loyalty with little effort. Companies do have to put the work in and help to avoid flywheel friction. 

There is the possibility of friction when:

  1. Your customer support can’t match the performance of your sales teams.
  2. The flywheel slows down or fails to delight and engage. 
  3. Your teams aren’t sure how or when they can work together to engage customers. 

This last issue is the most common when companies transition to flywheel thinking. Marketing, sales, and service all play a role in keeping the flywheel turning. So, if any section of the flywheel is heavier than the others it will introduce friction and reduce the momentum. This means it won’t turn properly, and will eventually come to stop. 

Here is a quick breakdown that can help teams understand their part in the flywheel:

Leverage technology to reduce friction, align your teams, and ensure that your customers (including leads) get the best every time they interact with your company or product. Ultimately, companies can use complete business applications suites such as Zoho to manage customer relationships, marketing campaigns, support contacts, and more. 

-Off you go! Your horizon awaits.