The arrival of email in the 90’s offered a new dimension through which communication, both personal and business, could be enhanced. Email, as a form of communication continues to grow. In 2013 The Radicati Group found there were 3.9 billion email accounts worldwide, and this figure is expected to reach 4.9 billion in 2017 |source. The arrival and explosion of mobile technology (smart phones and tablets), coupled with social media websites have offered new marketing avenues. However, regardless of the ‘threat’ from social media, for following reasons, email marketing is here to stay.
1. With more email accounts being opened, more people are signing up to receive email sale notices. According to BlueHornet, 80% of respondents sight ‘discount notices’ as the reason for email sign ups. – BlueHornet “2014 Customer Views Of Email Marketing” (2014). In response, companies like Soffront provide CRM software that facilitate tailored offerings to specific consumer segments via email marketing. 55% of companies surveyed by StrongView, planned to increase email marketing in 2013| source.
2. There is a significant ROI for targeted email campaigns. CRM inexpensive marketing solutions enable automated and tailored campaigns and analysis of effective campaign strategies. As of 2013 the Direct Marketing Association mentions the ROI on email marketing at 4300%.
3. Using niche words and optimizing subject lines are simple strategies to convert email marketing campaign to sales. The more you understanding your customer needs and wants, the more you can use niche keywords in email subject lines and content leading recipients to clicks and connects with the product offering and/or brand.. Mckinsey&Company stresses the value of customized email campaigns and illustrates how CRM resources convert of email campaigns to great ROI -“home-goods retailer Williams-Sonoma reported a tenfold improvement in response rates by adopting personalized e-mail offerings based on individuals’ on-site and catalog shopping behavior”.
4. Mobile telephony will continue to fuel the growth of email marketing. More and more people check emails on their mobile devices. Thus, tailoring marketing email campaigns such that they can be opened on any device will drive up the value of email marketing. Of emails opened in the third quarter of 2014, 48% were opened on smartphones and tablets. – Experian Quarterly email benchmark report (Q3 2014)
As reported by EmailExpert, 91% of consumers will check their emails at least once a day | source. Thus, with the right message based on insights gleaned from proven CRM resources, targeted email marketing to promote sales or savings, and newsletters to relevant consumer segments, sales, clicks per page, or customers are retention is bound to increase. Bottom line: email marketing is here to stay.