An Email Marketing Renaissance

With Facebook, Instagram, LinkedIn, Twitter, Pinterest and Snapchat so prominent these days, it’s easy to forget about email marketing as an effective communication tool. Actually, email has undergone a renaissance in the past two to three years. A recent study by the Direct Marketing Association reports that email campaigns conducted with well-maintained inhouse lists achieved a return on investment (ROI) of 30% to 32%, compared with 15% to 17% on social media, and 18% to 20% for direct mail. Far from dying out, email as a communication and marketing tool is still extremely strong and savvy marketers are using it—regularly.

For 24% of smartphone users, email is the first thing they check on their phone in the morning.

This resurgence can be attributed to the rise of mobile usage and responsive platforms. 91% of adults have a mobile phone within arm’s reach 24 hours a day. Smartphone users use their phone to send and receive both personal and business email (84%). For 24% of smartphone users, email is the first thing they check on their phone in the morning.

Observations and tips to remember when email marketing:

• A Captive Audience — Consumers provide email addresses to businesses they know and trust. You’ve got them from the start!
• Deliver What They Want — Special notices, discounts and product knowledge are the main reasons consumers give you their email addresses.
• Automate Your Sales — Advances in email platforms help you streamline and automate your sales process to put you in front of customers at just the right time. Remember: Personalize your emails whenever possible.
• A Special Format — Email messages differ from those on Facebook, Instagram, LinkedIn, Twitter, Pinterest or Snapchat. Review the basics:
  • A solid subject line is just as important as the main email message. Concisely state the substance of your message here. Do NOT use “URGENT” or “ASAP.”
  • Immediately state who you are and the purpose of the email.
  • Prioritize what your customer needs to know and save other inquiries for follow-up emails. Present a focused, clear message.
  • Correct usage is not archaic. Standard spelling, paragraphs, periods and grammar make your email more quickly comprehensible and professional.

Your marketing plan might benefit from an email campaign. Let VistaComm help—the increased ROI could be yours!

Resources:

• Response Rate Report, Direct Marketing Association, 2015.
• Consumer Digital Usage and Behavior Study, Adesta.
• Marylou Ruud, Leadership Development Initiative, P.E.O.

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