Email is the driving force of digital marketing campaigns. It delivers both essential and possibly useful or interesting information to customers and potential customers across the world from brands they know or brands they don’t. Although definitely the most traditional of all new-media type marketing channels, email has, almost from its inception, had a bad rep because of scammers using email for phishing (or the classic ol’ Nigeria 419; remember that one?). However, it’s certainly fascinating that so many companies rely on it both as their most trusted chancel, and sometimes (or rather, often?) their most successful channel.
It’s currently enjoying a bit of resurgence due to the following reasons:
- Solicited Consent
Email CAN be your most valuable piece of owned media. Your subscriber list consists of customers, potential customers, ex-customers and some random people (let’s say random data, to be kinder). Many of these guys and gals would have given you their permission to contact them; this list is valuable because it represents solicited consent. They want you to contact to them, enrich them with your knowledge sharing and also, in reality, to sell to them.
- If money matters, then ROI doesn’t get any cheaper
Email marketing is still the best digital marketing channel for return on investment because the cost is so low. Costs can be heavy in terms of time invested though, if your lists are massive and contain a lot of non-valuable connection. However, if one conversion can give you potentially lucrative and ongoing value, why would you not? And repeatedly so. If done well, EDM marketing can still kill.
- It can usually be much better
According to Ascend2’s 2017 State of Email Marketing report, just 40% of marketers could honestly say their programs were as good as they could be. Leading EDM marketers who are enjoying winning multiple new customer accounts through their carefully positioned and researched EDM composition and delivery work STILL never stop sculpting and improving them. Also, do not miss the chance to tailor it for specific subsets or target groups by market.
As per a recent study by Yes Lifecycle Marketing, it is now know that 89% of marketing respondents stated email as one of their top three business priorities in 2018. This is particularly noteworthy given the last six years of fevered investment into funding social and engagement campaigns. Maybe people finally realized that likes don’t mean sales, and IG followings in their millions are not real. It’s great to know email marketing continues to be the bedrock for successful new client reach.
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