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Email Marketing: Dead or Alive?

Email Marketing: Dead or Alive?

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Mike Steven
7 February 2017

Somewhere along the line, it seems we’ve missed a chapter when it comes to email marketing. The glitz and glamour of social media has taken the shine from email marketing, turning it into an out of favour technology. However, from our experience, the results delivered by a well curated and targeted email have not skipped a beat.

Here are just a few of the reasons to blow the dust off your MailChimp account:

CONTROL, CONTROL, CONTROL

10 years ago, only math geeks would have muttered the word ‘algorithm’. Now it’s a part of our everyday vocabulary.

For businesses, it’s an algorithm that determines what ‘organic’ content is displayed, or more likely not displayed, on popular digital networks such as Google and Facebook. As these networks continue to push a pay-to-display agenda, the ability to organically reach even those wanting to engage with your business has been significantly reduced.

Back in the tranquillity of the email world, there are no such formulas filtering out content. If you keep a subscriber interested in your content, their eyes are yours for life.

RICHNESS OF CONTENT

You may be surprised to hear that email technology has come a long way since the 1998 movie ‘You’ve got Mail’. First, hyperlinks were introduced, then images, then images with hyperlinks and now, full blown attention-grabbing movement. If you’re an ASOS subscriber, you’ll know exactly what we mean.

So… an email can be visual, it can be detailed and it can be engaging. It can also link to any number of products, web pages, blog posts or others, inspiring your readers to intuitively continue their exploration. Name another medium that can do all that?

STRATEGIC

Targeted – Starting with the basic information you collected from a new subscriber, there are countless ways to segment a database for targeted correspondence. Over time, as the data you collect becomes more detailed, you can start to target on far more engaging metrics including loyalty, purchasing behaviour and personal preferences.

Sales Cycle – Through automated scheduling, email marketing can systematically take a subscriber from a cold lead to a loyal customer.

Personalisation – A simple ‘Hello James’ is just the beginning of how an email can be personalised to an individual. Creating messages tailored to the individual is a powerful way to break the barriers of a virtual relationship.

THE RESULTS

  • For every $1 spent, email marketing generates about $38 in ROI
  • Email marketing was the biggest driver of Black Friday 2015 transactions, with 25% of sales originating from an email.
  • Email marketing has an average click-through rate of 3.57% compared to Facebook’s 0.07%.
  • 72% of people prefer receiving promotional content via email over social media.
  • 89% of marketers say that email is their primary channel for lead generation.

For help creating a winning email marketing campaign, contact the Chatterbox Marketing team today.

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