Email isn’t exactly the sexiest topic for marketers, it’s been around too long and doesn’t cost enough for that! Yet that shouldn’t stop you from considering it as a major focus within your marketing strategy.
I’m not being bias here, but email marketing is great, many marketers do it and gain a strong ROI from it. However, it is often forced down the pecking order in terms of priority, spend and consideration, when really it should be a major part of your marketing strategy. And here’s why…
Your Instant Push Channel
Can you name another channel where you can push a message to your customer on demand? SMS maybe, but its limited, expensive and customers get emails on their phone anyway. Phone calls? Even more expensive and not scalable, and that’s before we even discuss privacy.
As more and more new technologies are introduced for real-time marketing, they all use email as the accepted means of pushing messages to customers. Why? Because it works!
Email is still the most popular activity on the Internet. Social networks create a lot of noise, and in fairness Internet users spend a lot of time there. However, in terms of reach, it is still not at the same level as email, with there being 3x more email accounts than Twitter and Facebook combined (Radicati Group). The majority of customers are able to access their email regardless of their location, providing they have internet access and a device, and over recent years we have seen the number of emails opened on mobile devices break the 50% barrier. You may be thinking that the same may applies to other channels such as social media and SMS, however these lack space for detailed content.