eMarketing & Commerce (eM+C)

You will be automatically redirected to emarketingandcommerce in 20 seconds.
Skip this advertisement.

Advertisement
Connect
Follow us on
Advertisement
 

7 Reasons Why Email is Still Kicking

November 8, 2012 By Jeff Lyons
Get the Flash Player to see this rotator.
 

"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.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON EMAIL MARKETING >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: