There’s so much choice now in marketing routes. But familiar old email is still powerful and effective, especially when focused and done right. Leave it out of your marketing mix at your own peril.
1. Relevant Emails Rock
Email automation–sending scheduled emails at designated moments in the customer relationship–is very effective. Automated emails average 70.5% higher open rates and 152% higher click-through rates than regular emails according the Epsilon Email Institute.
2. Really, Relevant Emails Rock
According to the Digital Marketing Association, over 75% of email ROI is generated by customer-specific campaigns as opposed to general campaigns send to everybody.
3. Mobile Devices Have Made Email More Accessible
Per Campaign Monitor, 53% of emails are opened on mobile devices and mobile is the most popular avenue for people accessing the first email in a campaign (meaning people may initially see an interesting email on their phone and explore it more later on their desktop).
4. Personalization Works
Getting back to relevance. Aberdeen Group reports that personalized messages improve click-through rates by an average of 14% and conversions by 10%.
5. Twitter Who?
Campaign Monitor reports that you are 6 times more likely to get a click-through from an email than a tweet.
6. Social What?
MarketingSherpa reports that 72% of people would rather receive a promotion through email than social media. Only 17% prefer social media.
7. Email Marketing Has Staying Power.
Digital marketing fads come and go. Everybody is always running toward some new marketing craze, promising incredible results. But year in, year out, email marketing continues to deliver.
“Before social was supposed to kill email, I think it was Google Wave that was going to kill it. Before that it might’ve been RSS killing email marketing. Instant Messenger was going to kill email. SMS was going to kill email somewhere in the middle too. It’s like a superhero movie, where the villain “starts monologuing.” If you’re going to kill email, don’t announce it on TechCrunch–just sneak up and kill it…. It’s gotten stronger, in my opinion. I remember when my friends and I would email each other messages like, “Hey man, what do you want to do for lunch?” Then we’d go back and forth “I dunno, Chinese?” On and on. Instant Messenger cleaned that out of my inbox. I remember when people used to email me stupid motivational quotes or urban legends. Facebook took that out of my inbox. Friends used to email me pictures of their kids. Instagram cleaned that out of my inbox. At work, project updates would clutter my inbox, but that can get posted to intranets and Yammers, and so on. All those email killers are more like email cleaners. I’m not belittling them. It’s a noble cause. We want our inboxes clean, and we only want to hear from people or topics we truly care about.
-Ben Chestnut, founder of MailChimp