There seems to be an on-going debate about email marketing versus other channels with numerous articles comparing which channels perform the best and why. I’m way beyond having to convince anyone that email is an essential channel, but just in case you need a few pointers to back up your old pal email, here are some useful arguments that can provide anyone with the assurance they need.
ROI & Cost
No other channel gets close to providing the same ROI of email. Search often tries to get close but is biased because it captures all of those people searching for your brand on the web, and let’s be honest, they are going to get there anyway if that’s their intent. Additionally, email usually drives an awful lot more sales than it’s given credit for – just receiving the email or opening without clicking influences customers decision to buy.
The Econsultancy Industry Census 2015 showed that 66% of companies considered the ROI of email as Excellent or good, and only 7% rating it as poor. Email has the potential to generate a strong ROI even with a fairly basic strategy, however using features such as personalisation, dynamic content, advanced segmentation and automation can really transform the results of your email marketing.