Between Twitter, Facebook, Instagram, Pinterest, SEO, online ads, video, and AI among countless other options it can be easy to lose interest in the tried and true marketing methods you’ve been using for years. It’s a path that’s understandable, and also one that’s avoidable. Because there’s one tried and true method that still delivers results: email.
The death of email has been predicted (and – on particularly busy days – hoped for) for years. However, emails are still sent, opened and read in droves every minute of every day. And, they’re 40 times more effective than social media, according to McKinsey and Company. That’s because people trust the system they know.
In fact, Adobe’s August 2015 email marketing study found that “63% of customers prefer to receive marketing promotions and offers through email. Email is the medium through which your customers prefer to receive your messages, plain and simple.” Given that, it’s not surprising that Salesforce’s 2016 State of Marketing Report found that “80 percent of marketers agree that email is core to their business.”
Not only do customers like emails, so does your bottom line. The Direct Marketing Association found that “Email marketing yields an average 4,300 percent return on investment for businesses in the United States.” And Hubspot highlighted Forrester Research which found that “companies that excel at lead nurturing generate 50 percent more sales-ready leads at 33 percent lower cost.” And, the average marketing email has a $38 return on investment for every dollar spent.
Email also allows for ample and simple personalization – one of 2017’s biggest consumer trends. And there are immediate results with personalized emails. For instance, including your customer’s name in the subject line not only makes that email feel more personal, it makes it 26 percent more likely to be opened. Because email lists are easily segmentable, you can send effective messages to people based on their past experiences with your company or their future needs. And you can easily monitor and measure the success of each email and adjust accordingly.
One of email’s key advantages is its mobile-friendly nature. Nearly every marketing email service has built-in mobile optimization. That’s important because most people are checking their email on their phones. In fact, TechCrunch reported that 75 percent of Gmail’s 1 billion users check their accounts on their mobile devices. Additionally, white-collar workers in the US spend more than six hours every day checking their email, so your marketing materials are going somewhere they are already looking. That doesn’t change as you climb the corporate ladder, either. A Quartz study found that “executives are twice as likely to get their news from email than video.”
So, despite all the changes in internet communication, your best in with your customers is still their inbox.