If you’re like me, you suffer from email overload. Multiple email accounts (I have 4) across multiple devices (I have 5, including an iPad and an iPhone) and not enough hours in a day to actually read all of the emails I do receive. This is not optimal and sometimes not effective.
It would be easy to conclude from what I’ve just told you that email, as a marketing channel, is no longer an effective way to acquire and retain customers like me.
Not so fast…
As I was researching material for an upcoming guest lecture I’m going to be giving on digital marketing, I discovered evidence to suggest the opposite may be true and indeed, email is still an effective marketing channel.
EMAIL IS AN EFFECTIVE MARKETING CHANNEL
Here are two reasons why email must be in your marketing mix:
“…research shows old-fashioned email is still far more effective than social media in attracting customers to your business online.”
– Forbes, ‘Why Email Is Still More Effective Than Social Media Marketing,’ October, 1, 2013
“Email subscribers can also deliver something that traditional websites and social media struggle with: loyalty.”
– Adweek, ‘Don’t Count Out Email Newsletters,’ April 15, 2014
A 2013 e-commerce study, by predictive analytics firm Custora, found customer acquisition via email has quadrupled over the last 4 years. Email marketing is a growing trend in e-commerce, with increasing numbers of retailers building communities, collecting email addresses, and converting email subscribers to customers.
The study also found the Customer Lifetime Value (CLV) from customers who arrive through the email channel is 12% higher than average.
If you’re a marketer, be sure to include email in your marketing mix.
ADDITIONAL COMMUNICATION AND MARKETING READING
- 5 Tips to Optimize Your E-Commerce Strategy (read)
- Want Your Emails Read? Keep them to 100 Words (read)
- Write to the 10th Grade Level to [Dramatically] Improve Audience Engagement (read)
- Interest Questions, Your Key to Conversation Success (read)
- If You are Selling, are You Showing or Telling? (read)
Photography Source: NegativeSpace