When we were all young and innocent and the Internet was new and shiny, we all believed that email was the best thing since digital was invented. Everyone looked forward to that ‘you’ve got mail’ moment.
But after numerous Viagra adverts and invitations to share in a Nigerian Princess’ ill-gotten gains, we’re a bit jaded. So the question is – does email still turn prospects into sales? Is email marketing still a worthwhile tactic for small business owners and marketing folks to pursue?
The short and long of it is yes. Done right, email is still one of the most effective ways of reaching and converting your target audience. After all, we all use it and it is part of our daily lives. Here are 3 reasons why email is still as powerful as ever.
1. Email is a simple and effective way to reach mobile customers.
Mobile rules in the 21st century. And email is a great way to reach mobile users without investing a whole lot in new technology or software. According to a recent report from Pew Research Center, 52% of US mobile owners access their emails from their phones (we know you do). Email marketing also works with other mobile devices. Forrester Research released a study recently that found that 42% of retailers’ email messages were opened by consumers on their smartphones and 17% were opened on tablets. It doesn’t take a maths genius to realise that nearly three out of every five email marketing messages is hugely effective. Remember, emails are free for the consumer and have far more space for content than text messages, allowing for better marketing content.
2. In an age of information, it still is one of the best ways to keep consumers informed.
Savvy marketers don’t use email because it’s simple to do. They use it because it’s effective. It allows your business to connect and stay connected with your customer base. And that’s probably the secret to every single effective marketing campaign. Nielsen reported that 28% of US online shoppers subscribe to store or product emails to stay informed. And email marketing is still used as a way to deliver content to consumers. There is proven value to staying connected to customers and email marketing makes that easy to do.
3. It integrates perfectly with your other marketing efforts.
Simple or complex, depending on your database and your skill or the skill of your service provider (we’re here for you guys), emails can be personalised to include the name of the user. After all, who doesn’t like to be called by name? Nearly half of US online retailers use personalised product recommendations and about a third add the customer’s name and/or a unique welcome message. Email marketing can also be utilised with just about any other marketing tactic, which makes email an important part of any integrated marketing campaign.
That’s 3 reasons, but also think about this. Email marketing is probably the best value for money of any marketing outreach. Email is an oldie, but a goodie – it works and it offers exceptional bang for your buck.