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Sep 12, 2012

Top Reasons Why E-Mail Should Still Be A Part Of Your Marketing Strategy

The Web and online marketing grew by leaps and bounds in the past few years. Semantic advertisements and content curation are all in the rage these days, and social media has practically became the number one marketing medium for online marketers.

With the advent of these new technologies, many would think that e-mail is well on its way to its own imminent death.

But, they're wrong.

E-mail is very much alive and kicking. The reason for this is that e-mail marketing entails a different set of dynamics that sets it apart from traditional web advertisements or social media.

Still can't figure out why e-mail is still effective after all these years?

1. E-mail is amazingly cheap.

Compared to other forms of advertising, e-mail is a whole lot cheaper. Hundreds of e-mails can be conveniently sent with just a click of a button. Combine e-mail marketing with social media and you've got yourself two online marketing powerhouses that are both effective and cheap. Also, existing content from a business' blog can be re-purposed for e-mails so that there is no need to come up with new content.

2. E-mail targets people directly.

Take Twitter for example. The tweets that a business sends can be seen by all its followers ( which could very well number into the thousands). This is both a boon and a bane. It's great because there is a greater chance that a lot of people will be able to see a particular tweet; the drawback is that the message would be too general.

E-mail feels more personal. A marketer can send out e-mails to a group of people he or she specifically wants to target (example: old customers or those who have signed up for the e-mail subscription recently). Also, e-mail can be easily personalized according to the recipient's profile and personality.

3. E-mail is easily measurable.

Unlike traditional media advertising (newspaper, radio and television ads), the impact of an e-mail's influence can be easily measured and analyzed. There are a lot of e-mail providers that feature tools that inform the sender when the recipient receives and opens the e-mail, and at the same time, have the ability to track down click-through rates. These data could then be further analyzed to measure the effectiveness of the entire e-mail marketing campaign.

4. E-mail marketing offers a higher probability for closing sales.

Chances are, the customers that have signed up for a business' e-mail list are the ones who are the most loyal and committed. These are the people who are likely to make repeat purchases. Compared to tweets and Facebook likes, a personalized e-mail can have more of an impact on an individual .

5. E-mail acts as a call for action.

You want fast results? Go for e-mail. The first thing that most people would check upon connecting to the Internet is their e-mail inboxes. E-mail provides an aura of urgency and importance that most social media status updates and advertisements lack. The content of the e-mail can range from promotions for a new product or service, monthly newsletters and announcements.

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