Media Buying and Inbound Marketing Blog

Is Email Marketing Dead?

By Jane Peters on January 8, 2014 |

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Are you using email marketing to promote your business medium or small business?   Or do you think email inbound marketing agency OHmailing your prospects and customers is passé?  It’s been around for a longtime, maybe it’s passed its prime.

If you aren’t using email marketing, you’re missing a great opportunity. Email marketing enables you to pro-actively communicate with your existing customers and prospects instead of passively waiting for them to return to your web site or store. This highly effective channel is a great way to build relationships.  It can increase brand awareness, sales, boost social interaction, drive website and develop customer trust and loyalty. Using email as part of your inbound strategy is essential.

Nobody wants to get a lot of spam in his or her inbox. Commercial email marketing first started from the traditional direct-mail mindset. This was based on massive emails sent out to as many people as possible regardless of interest or activity.  Smart marketers have evolved and use email to connect with their contacts in a way that is more meaningful.  The most effective use of email marketing is when you send emails that build relationships.

The best part is that is one of the most cost effective tools available.

The Direct Marketing Association released a study that said 63% of marketers cite email as the channel that delivers the best return on their investment (ROI).

The average ROI for email is $1 compared to $40.56 for other channels.

According to an article in Forbes in October 2013, customers who come to businesses via email tend to shop more and spend more. A  Custora, a predictive analytics firm says that email customers are 11% more valuable than average. Organic-search customers are 50% more valuable than average. Facebook customers are average, and Twitter customers are 23% less valuable than average.

If you own or work for a small or medium size business, email is easily affordable and may be just what you need to optimize your marketing strategy.  Depending on your market, you may find traditional advertising such as radio and TV too expensive. 

Email works so well because it is permission-based. The people on your email list have given you permission to send them messages. Those using smartphones and tablets are available even more than most.  Email is the number-one activity for people on their phones over social media and other activities.

Another advantage is that it is immediate.  The response to "click here for this offer", or "to learn more about this service" generally occurs within 48 hours of the time the email campaign is sent.

Email effectiveness is easily measured.  The answer to whether an email was successful or not can be measured within 48 hours from the time it was sent. Looking at the conversion rate (a reader converts to a customer) is the most important metric. But, click-through rates are also valuable metrics to examine.

Email marketing is the most powerful channel for lead generation for medium and small businesses.

If you would like to learn more about how to use email marketing for your medium or small business, download our Free Email Marketing Tips now.

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