My inbox is no stranger to spam. In fact, I’ve even gone so far as to create a separate email account just for the purpose of sending unwanted email notifications to that address. That’s not to say there aren’t many email newsletters that I enjoy reading and receiving.
Is email marketing still strategic for business?
In fact, 59% of B2B marketers say email is the most effective channel in generating revenue. So yes, email marketing is crucial to your marketing strategy (and let’s face it, most content management system (CMS) businesses like Constant Contact, VerticalResponse, and Emma wouldn’t still be around and thriving if email marketing campaigns didn’t work). And in some instances, email marketing is still soaring past social media as a means to reach key audiences. In a recent survey by VerticalResponse, it was noted that small and mid-sized businesses see higher return and success rates through email marketing campaigns than through use of social media.
3 reasons to keep email marketing as part of your communication strategy
Email marketing is traceable
If nothing else, email marketing might be one of the most foolproof ways to monitor your return on investment (ROI) effectively. There are various ways to measure the effectiveness of your campaign. You can track who opens, receives, clicks, forwards, and who in your contact list, bounces back—keeping your contact list up-to-date. Most businesses, such as Constant Contact, provide a higher delivery rate; [their] “spam checker flags areas of your email that could make it questionable to [internet service providers] ISPs.” Some other benefits includes specific targeting, data driven results, drives and supports direct sales through other channels, and it helps build relationships, loyalty and trust, knowing the information you send them will be pertinent and relevant to their interests in your company.
You can customize your messages through email
You can easily customize your emails to match your company’s brand and color scheme without having to be an html or coding wiz. Most outside vendors have several templates to choose from and they make organizing and setting up your content simple and user friendly; however, if you already have a genius team of coders, you can easily upload your own branded template.
Email marketing has an easy “likeability” factor
Similar to social bookmarking, RSS Feeds and blogs, most of your contact list opts to receive your email alerts and notifications. Again this is a direct way to reach your potential customer base with their expressed permission, and you can see how long they opened and read the email and which areas they viewed the longest, giving you the chance to revise your marketing or sales strategy based on real time information.
Additionally, like most pieces of online content, your contacts can forward your emails to those they think would be interested in receiving the information and they can even post it to their social networking sites—making all of those “likes” and posts traceable as well.
Email marketing is not dead. It’s a viable means to send information to your audience and track the success of your campaigns. Be strategic about your content, subject lines and information you provide and you’ll work your way through the noise and into the hands of your customers.
Are you using email marketing as part of your communication strategy? What successes or struggles have you seen?