Email Marketing – Is it here to Stay?

  • Email Marketing – Is it here to Stay?

    ‘Change is here to stay’ or so the adage goes, and, in the world of Digital Marketing, this is certainly true and at an accelerated rate.

    These days the ‘In Vogue’ marketing activity seems to be ‘Social Media’, with many companies believing that they are missing out if they are not promoting their business on Social Platforms.

    In reality the most appropriate marketing activities will vary for each and every business, depending on who your target market is, and where they can be reached/engaged, but it is easy to get caught up in the hype, without completing the necessary research and implementing well thought out strategies.

    Email Marketing, can perhaps seem unexciting, and maybe perceived as a little ‘old school’, these days, as it’s been around longer than other forms of digital marketing.

    However here are some interesting statistics that demonstrate it’s still one of the most effective forms of marketing, when done properly:

    1. 91% of consumers check their email on a daily basis (Source: Exact Target)
    2. 66% of online consumers have made a purchase as a result of an email (Source: DMA)
    3. 60% of marketers believe that email marketing produces positive ROI (Source: Marketing Sherpa)
    4. Email is expected to grow by 6% over the next four years (Source: Radicati Group)
    5. 74% of adults prefer email over direct mail for commercial communications (Source: Merkle)
    6. Email is the most effective inbound marketing tactic (Source: Gigaom)
    7. 92% of businesses use email to share information about their company (Source: Contact)
    8. 144 billion emails are sent each and every day (Source: BrandSpeak)

    As well as being highly effective, Email Marketing can also be one of the most cost effective marketing activities available to businesses.

    Again, just as the marketing tools you use may vary, based on your target market, the strategies to adopt for each will also differ.

    For example, ‘product based’ companies may favour more direct sales based emails, with special offers in order to drive immediate sales; whereas more specialist ‘service based’ businesses may opt for an ‘information marketing’ strategy.

    This typically means sharing useful information/articles with your subscribers, with the goal of positioning your brand and yourselves as ‘the experts’ in your field. The aim being to become the ‘go to company’ where your readers can find the services they need, as and when they have a requirement.

    We will be going into more specific detail about email marketing best practice and strategies over the coming months, but this article is intended to highlight that, as a marketing activity, it’s still very much alive, and will certainly be around for some time to come.