Email Marketing

Email is by far the most effective way of directly affecting your bottom line and actually growing your business.

Email is important because it creates a fast, reliable form of communication that is easily accessible. Emails can be sent 24 hours a day, 365 days a year and received from any device, anywhere in the world.

An email campaign is a coordinated set of email marketing messages delivered at intervals and designed to escalate a persuasive argument to purchase, subscribe, download, etc.

Why email marketing?

Penetration

There are more than 3.2 billion email accounts today. 95% of online consumers use email and, 91% check their email at least once a day (Source: Exact Target).

There is simply no competition. More importantly, it is such an integral part in our lives, no human being walks around saying he will quit email.

  • 18% of all email messages were either blocked or went missing
  • 4% were delivered to the spam or junk folder

Even if 22% emails get lost, we’re still running with much higher potential than posting on Facebook where 74% of your messages are potentially missed (that percentage is higher in most cases).

Life Span

In a recent study, Wisemetrics (via SproutSocial), revealed that 75% of Facebook post impressions were achieved in just two hours and 30 minutes and, 75% of the “Reach” happens in only one hour and 50 minutes.

The life span of a Tweet is so short, its popularity can be predicted in the first five minutes, according to research conducted by The Twouija (via Slice of MIT). But you don’t need much to realize how fast Twitter moves.

Email doesn’t die, it needs to be killed. Email sits there inside your subscriber’s inbox waiting to be acknowledged, even if it’s just to delete it, it requires of an action to end its life.

Analytics

Social media has proven over the years that measuring success is still under discussion and, many companies have different ways and systems to do so. The topic of measuring ROI produces hundreds of blog posts every year without coming to a solid conclusion. Here’s a post from Business Insider about how companies are starting to give up trying to track social media ROI.

Even the simple task of tracking traffic from social media is complicated.

Email on the other hand has a set of solid metrics that have been the standard for years: Growth, Open Rate, Click Rate, Complaints, Unsubscribes, and you can take it from there and even track sales and revenue.

A simple formula can tell you what the monetary value of your email subscriber is. Good luck figuring out the value of your Twitter follower.

Integration

The beauty of all this is that email and social media are friends, especially Facebook.

If you’re failing to see these potential connections, you’re probably wasting great opportunities not only for growth but to establish cross platform initiatives.

Mobility

Litmus is observing that 66% of Gmail messages are opened in mobile devices, the Experian Q2 2013 Quarterly Email Benchmark Study says that 50% of all “Unique Opens” and 40% of all “Unique Clicks” happen on mobile.

A while it’s understandable that the majority of transactions will take place on the web, Mobile email already accounts for 13%.

These are not small numbers and, while some marketers worry about having to be “compatible”, the smart ones are busy working on a whole new channel to deliver their messages: right to the hand of the subscriber!

Reach

The concept of reach is completely different between Social Media and Email.

In social media we usually talk about “Potential Reach” to refer to the number of followers. For example in the case of SocialMouths, its potential reach on Facebook is 13k. That’s just the number of Page Likes (Fans) but your content only reaches a small fraction of that.

Granted, email is only opened by a fraction of subscribers, but here’s the difference, the actual message will reach its destination, s/he then has the option to not read it.

Return-on-Investment

According to the 2013 Email Marketing Benchmark Report, 60% marketers say email marketing is producing ROI and 32% believe it will eventually.

For every $1 spent, $44.25 is the average return on email marketing investment (Exact Target).

For SocialMouths, email marketing accounts for more than 50% of the revenue.

Both Email and Social Media have costs, the difference is that most email providers have a monthly fee or some kind of cost and most social platforms don’t. some of you will even dare to say “Social Media is Free”. Don’t.

Engagement

You don’t usually hear the words “email” and “engagement” in the same sentence.

Ask yourself this question: When was the last time a subscriber replied to one of your emails?

If you are a small business, email needs to become the ultimate engagement vehicle, a true 2-way street. We’re not talking about public engagement like Twitter or Facebook, we’re talking about one-on-one with prospects that have clearly expressed interest by joining your list.

First step to engagement paradise?

  • Do not send email campaigns with a “noreply” address
  • If replies are too many to handle from your personal account, at least set up a “From” address that’s accessible and checked periodically

Personalization

Email has the power to send one piece of content to thousands of people and still have some level of personalization.

But that’s just the tip of the iceberg, “Segmentation” of your list allows you to separate subscribers in different groups to send highly targeted messages depending on actions taken or specific times.

Promotional

77% prefer email to receive promotional content, while only 4% prefers Facebook, and LinkedIn users have zero (0%) tolerance for promotional messages.

I always talk about the natural perception users have for different networks and how that affects conversion. Facebook for example is viewed by the average user as a place to connect and interact with friends and family. I never heard anybody say “I can’t wait to see what Wells Fargo said on Facebook today”.

Email is perceived differently, perhaps due to its privacy or simply because we’ve grown used to receiving promotional items in the mix with other types.

You know your business.

Whether you need to sell your products, share some big news, or tell a story, our campaign team will create email campaigns that best suit your message.

We’ll help you grow it.

All businesses start from small, but with the right resources, you can execute big plans.

We grow with you as your business does and at a price point that works for anyone.

Put your data to work

We can integrate with all the major e-commerce providers so you can use your purchase data to send personalised campaigns and better understand how your marketing affects your bottom line.

Find your people

You need more than one channel to reach every audience. By integrating with Social Media you can find new customers and reconnect with others, without having to duplicate your work.

See how you’re doing

There’s always room to be better.We constantly watch your campaign performance to see how well you’re connecting with your audience and how much money you’re bringing in, while constantly improving your campaign.

Automate your marketing

We handle the details for your so you can create room to focus on strategy. Welcome, re-engage, and follow up with the people who matter to you.

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