Email marketing has been through a lot in the past couple of years, yet still remains an important tool for many SME businesses. It was almost destroyed completely by the introduction of spam filters to our inboxes and the tidal wave of social media, with Twitter, Facebook and Blogs allowing instant communication at the drop of a hat. It was easy to see why experts were wondering about the importance of email marketing in today’s ever-changing online and marketing environment with many predicting a not so slow death for the platform.
However, email marketing fought back, and now remains an integral part of many businesses social marketing strategy. You may be wondering how, and why? Let’s start at the beginning. Simply put, sending email newsletters is permission marketing – a type of marketing in which marketers obtain permission before advancing to the next stage of their campaign; for example, they ask permission to send email newsletters to prospective customers before actually sending them. This type of marketing is seen as highly effective, because you are contacting potential customers who have already shown an interest in your product or service. It is seen as a more one-to-one service, rather than a broad general campaign, and can lead to greater results in selling your products or services.
Another positive of modern email marketing services is the free clients you can use to support your database integration, segmentation and pinpoint targeted campaigns. Long gone are the basic templates of mundane text and a clip art image. Services such as Mail Chimp and Campaign Monitor are free to use, and supply template email newsletters for you to customise. By packing your email with interactive links, video clips, images and downloads; you can build awareness, contribute to branding, strengthen relationships and encourage trust. These programmes also allow you to track the success of your campaign by monitoring the Click Through Rate and Opening Rate of your emails, as well as what content was most popular, allowing you to personalise your content for what the contacts want to read. Further to this, you can also create advanced drip campaigns where you follow up an email campaign with a further email, dependent on what the individual clicked on in the original email – an extremely valuable tool.
If that doesn’t encourage you to give email marketing a try, how about these recent facts……
• The number of worldwide email accounts is expected to increase from 3.1 billion in 2011 to 3.6 billion in 2013.
• More than 30 billion emails are sent worldwide each day.
• Email has now taken over from the telephone as the preferred method of contact between people in the UK.
• 3.5 million emails are sent per second.
• Emails are not solely intended to be opened on your laptop – 36% of all emails are opened on a mobile device.
• 33% of email recipients open email based on subject line alone.
• Emails that include social sharing buttons have a 158% higher click-through rate.
If you’d like to know more about email marketing, or anything else business related, please get in touch on 01332 242257.
*Email Marketing Facts sourced from http://blogs.salesforce.com/company/2013/07/email-marketing-stats.html