Nowadays, marketing specialists have to do more with less. They have to connect with the
audience in an extremely personalized manner while staying constantly on the budget. Marketers
who can do this – connect with potential customers in a very targeted way – will be the ones who
will deliver outstanding results.
One of the longevity marketing categories that has consistently contributed to delivering these
results is E-mail Marketing. While some marketing trends come and go, e-mail remains the most
powerful channel available for modern marketing.
That’s because:
- The email has a higher coverage
Considering Facebook has over 1 billion and Twitter over 255 million active users, it is tempting
and easy to think that Social Media is the most effective way to reach people. These are
extraordinary figures, but statistics about the use of e-mail are even more impressive. The total
number of e-mail accounts worldwide was 3.9 billion in 2013, according to Radicati.
While this may seem surprising, think about your own online behavior: When you sign up for a
website (such as an online store), you need to enter your e-mail address to create an account. You
need an e-mail address even to create a Facebook or Twitter account. Moreover, Facebook and
Twitter use e-mail to send users notifications and reports.
E-mail is the internet’s currency, and anyone online has an active e-mail address. So when it comes
to connecting with potential customers, there is no channel with a radius greater than e-mail. - E-mail delivers your message
When marketers have a choice between adding a subscriber to their mailing list or winning a new
Facebook fan, they should always choose the e-mail, according to Forrester Research.
90% of e-mails will be delivered to the recipient’s inbox while only 2% of Facebook users will see
the posts in their Newsfeed. This is because Facebook limits the number of posts in News Feed in
an attempt to encourage brands to turn to paid advertising options.
Your message is 45 times more likely to be seen using e-mail than Facebook. This is the proven
marketing channel to make sure the target gets the information. - The e-mail is here to stay
Email has a long history of stability. The first promotional email in a campaign was sent in 1978
to a total of 400 people, and since then, mailing has steadily increased. Interestingly, the actual mail space has evolved much from the time you needed a developer to design an email, until today,
when there are tools like Campaign Monitor that encourage the modern marketer to create and
send personalized and special e-mails.
Creating a mailing list, a database, unlike building a Social Media account, is a stable, long-term
investment that will produce results for many years to come.