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7 Reasons Why Email is Still Kicking

November 8, 2012 By Jeff Lyons
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"The reports of my death are greatly exaggerated." — Mark Twain

Mistaken predictions about the demise of people and things are relatively common. In the 1990s, brick-and-mortar bank branches were declared dead. ATMs and internet banking were supposed to result in the end of the local bank branch. Over the last few years, similar thoughts have been shared regarding email's fate in the digital marketing mix. Social media, SMS and mobile apps have been touted as "email killers." In the background, Facebook, Twitter and other brands have strengthened their use of email marketing to improve customer relationships.

Why would Facebook and Twitter be investing in email marketing? Here are seven reasons why:

1. Reach: Prime-time television has long been the gold standard for providing marketing campaigns the ability to reach millions of consumers. In the digital world, email carries that title. Merkle's View from the Inbox study reported that 87 percent of people check their email more than one time a day. In comparison, the same study showed only 43 percent of online adults use social networks on a daily basis. When you want to reach a large segment of your customers, email has the clear advantage.

2. Consumers like email: A recent ExactTarget study revealed that 77 percent of consumers prefer email for their commercial communications. In the same study, only 4 percent cited Facebook as their preferred channel for commercial communication. These figures are very different from what consumers indicated as their preferred channel for personal communications, with email falling to 45 percent preference and Facebook growing to 13 percent preference. You might trade comments with your friends on Facebook, but when communicating as your brand, email is how your customers want to hear from you.

3. Email is effective: The Direct Marketing Association reports that email returns $28.50 in revenue for every dollar invested in the channel. Measurement of social marketing is coming along, but email measurement is established and the track record of performance is clear. Underinvesting in your email program is likely to result in underperformance of your marketing programs.

4. Email is social: While social media is growing, Merkle's View from the Inbox study showed 61 percent of social media users are also regular emailers. As consumers adopt social media, they're not leaving email behind, but rather using both channels. This high degree of overlap also presents opportunity with Facebook Exchange, which can enable campaigns across email and Facebook advertising to be coordinated at the individual customer level.

 

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FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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(PDF Format)

From David Ogilvy on down, the "experts" have claimed "humor doesn't work."  Boy, were they wrong.  

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(PDF Format) From David Ogilvy on down, the "experts" have claimed "humor doesn't work." Boy, were they wrong. Author Stu Heinecke has been using cartoons to generate record-breaking campaigns for many of the world's biggest marketers -- and he shares his test-proven secrets for the first time ever in his...

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