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In marketing circles, the debate I hear frequently has ended the existence of email marketing’s pulse: Could it be dead or alive?
If you ask me, the answer is obvious. Email is certainly NOT dead, nor might it be any time in the future. But before I elaborate, i want to drop that one telling statistic: A lot more than 200 million emails are delivered every minute of your day. It’s lots that proves email continues to be a heavily used communication platform for consumers, brands and enterprise marketers. alike.
This isn’t the only little bit of evidence that proves it’s too early to contemplate the demise of e-mail marketing. Consider the next stats: Seventy-two percent of U.S. adults say they prefer companies to talk to them via email, and 91 percent say they’d prefer to receive promotional emails from companies they work with. Meanwhile, 73 percent of companies agree e-mail marketing is a core part of their business efforts, and twenty five percent rate email as their top channel with regard to profits on return.
Regardless of the premature death announcements, listed below are three reasons why e-mail marketing isn’t going anywhere.
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1. It has distinct advantages over social.
A whole lot of rumors that e-mail marketing is dying is due to the theory that social-media marketing, using its fancy great features is killing email. While social could be far better than email using cases, you can’t expect one marketing medium to accomplish everything. Don’t get distracted by vanity metrics, and other hollow impressions that often fill marketers with a perceived sense of satisfaction.
I’ve seen way too many overly enthusiastic marketers make an effort to capture audience attention using slightly spammy tactics, like blasting Facebook pages with irrelevant updates, filling Twitter feeds with 24/7 automated tweets, sending automated direct messages, and yes, circulating ‘X’ number of cat memes. These annoying efforts do only motivate your audience to click on the “unfollow” button.
Meanwhile e-mail marketing, allows marketers to provide relevant and insightful content to an audience which has willingly subscribed and is wanting to learn more. Furthermore, most Internet surfers (nearly 90 percent, according to 2012 data) are also email users, while only 70 percent have a social-media account. If you need to reach most your audience, email continues to be the most effective solution to do so.
Email continues to be a superlative channel to use to operate a vehicle sales, customer acquisition and customer retention, while social media’s value really is based on customer engagement. Comparing both channels is similar to comparing apples and oranges.
2. It’s evolving.
From newsletters to targeted offerings, brands is now able to monitor, measure, ensure that you tweak emails to operate a vehicle customer engagement. Furthermore, many new technologies show great promise of dramatically changing the e-mail marketing game. Email will cease to simply be considered a medium for communication and evolve right into a platform that helps brands deliver cross-channel experiences.
In a recently available MarketingProfs article, Liga Bizune explored some key email trends to consider, illustrating that channel will be more than only a medium for communication.
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Here’s an instant glance at a number of them : (below points aren’t complete sentences so removed periods)
Wearable technology changes how brands talk to email subscribers
Following email’s transition to mobile, the necessity to develop better and more creative content can be more powerful than ever
Hyper-targeted, location-based e-mail marketing will surface, because of the integration of proximity and geolocation applications into emails
Video will play a bigger role in e-mail marketing
Predictive analytics will drive behavioral e-mail marketing.
3. It’s effective when executed correctly.
Individuals who think email is passé are most likely not using it properly. For example, one of the primary challenges of e-mail marketing is that a really small percentage of subscribers actually read newsletters. Now, if the read rate of your newsletters is pathetically low, it doesn’t indicate that email is dead or dying. Instead, this means your newsletters neglect to pique audience interest, or your calls to action aren’t up to scratch. If so, consider asking yourself the next questions.
May be the tone of content impersonal and promotional, or could it be friendly and helpful?
Are you having a conversation with the reader, or talking “at” them?
Are you driving meaningful one-on-one engagement?
Don’t for another think that email is dead or dying; in the event that you do, you’re certain to lose out on opportunities that other marketing tools don’t provide.
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