Are You Still Undervaluing Email?

Are you still undervaluing email? During the last year or two, email became a popular target of marketing professionals who believed social media marketing was the platform that would completely transform the industry. During this time, much ink has been spilled in the interest of making email marketing the red-headed stepchild of digital marketing. However, for some marketers, email is the favorite child, while for others it is one of family. We recently read an article about a well-known digital marketing guru who built his business from the ground up using only email. His approach was awesome. However, we “do not recommend you try this at home (or at the office)” unless you are really good at the art selling yourself. However, we do recommend that email marketing should be integral to your marketing strategy.

Are You Still Undervaluing Email? image Romeo checks mail with pen behind his ear 1024x7681Are You Still Undervaluing Email?

Romeo has his pen behind his ear as he composes his response to an email

The Statistics

Consider these statistics from several of the email marketing studies published during the last six months:

  • 44% of email recipients made at least one purchase last year based on a promotional email.
  • 33% of email recipients open email based on subject-line alone (convince and convert study); 64% of people say they open an email because of the subject line (Chadwick Martin Bailey study).
  • Roughly half of an email list will be active: either opening or clicking on emails.
  • 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
  • 72% of B2B buyers are most likely to share useful content via email.
  • Email Ad revenue reached $156 million in 2012.
  • 40% of B2B marketers rated the leads generated by email marketing as high quality.
  • 82% of consumers open emails from companies.
  • 77%of consumers prefer to receive permission-based marketing communications through email.
  • Consumers who receive email marketing spend 83% more when shopping. Their orders are 44% larger, and they order 28% more often.
  • 70% of digital marketers rate email as the top medium for ROI.
  • The ROI for email marketing is $44.25 for every dollar spent.

For many marketers and business owners, these statistics are compelling. The 2013 Email Marketing Metrics Benchmark Study by Silverpop provided a breakout of click-through and click-to-open rates by industry.

Are You Still Undervaluing Email? image Silverpop Click through stats1Are You Still Undervaluing Email?

Are You Still Undervaluing Email? image Silverpop Click to open stats1Are You Still Undervaluing Email?

Other Considerations

Reconsidering email as part of your marketing strategy is also justified by other considerations, including that it is:

  • Direct
  • Fresh
  • Personal
  • Cost-efficient
  • Trackable
  • Measurable
  • Flexible
  • Active
  • Energy-efficient

Are You Still Undervaluing Email? image Romeo checks email and the site 1024x7681Are You Still Undervaluing Email?

Romeo logs in to the website to check comments and respond to email

Whether you manage and write email in-house or you hire someone to manage it for you, email is very affordable and very effective. Through email, you can drive recipients to your blog, your website, forums, social media or other platforms. It can be used for simple communication, sales, marketing, customer relationships, lead management, and a host of other purposes. One very important use of email is to manage and implement customer loyalty programs. We hope you are convinced by these statistics of the value of email marketing within your overall marketing strategy. Keep in mind that when used to extend the reach of your content, to introduce your brand to new audiences, and to capture the attention of a reader long enough to tell them who you are and explain your value proposition, email is a smart extension of all of your other marketing tactics and platforms.

In our first post next week, we will offer some guidelines, best practices and insights about how to make email work for your business. Be sure to check back for that article. In the interim, if you are thinking about how email can extend your marketing program or you need help planning an email strategy and implementing it, we hope you will give us a call at 540-772-1724.

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