The only disadvantage of e-mail marketing is that it it will not surprise anyone. However, when it comes to ROI, it's the most effective tool to increase sales and the actual growth of the company. Francisco Rosales describes 10 reasons why you should not forget it.
- Penetration. More than 3.2 billion e-mail accounts that 91% of consumers check at least once a day. E-mail is an integral part of our lives and we are unlikely to leave it (unlike profiles on social networks).
- Reach. In social networks we are talking of people we can potentially reach. In fact, you will reach only a small fraction. E-mail, although opened by only a part of the recipients, will be delivered to all. Then they decide whether to read or not. For comparison, according to research by ReturnPath, 18% of messages are blocked or lost, 4% end up as spam. Ie., there is a loss of 22% of e-mail messages. If you have a good Facebook page, 74% of the content that you post will be lost. E-mail scores again.
- Life. 75% views on Facebook occurs in 2 hours and 30 minutes after posting. Only the first five minutes determine the success of a Tweet. In contrast, e-mail must be deleted in order not to appear anymore.
- ROI. According to a results from the 2013 Email Marketing Benchmark Report, 60% of marketers achieve ROI by e-mail marketing, and 32% believe that they will achieve it. The company SocialMouths gets as much as 50% of income using e-mail marketing.
- Measurement. Analytical tools for social media are complex, constantly evolving and few provide completely accurate information. For e-mail, we can clearly measure the growth, rate of opening, clickthrough rate and the number of complaints and unsubscribers. The price per contact is exactly measurable.
- Engagement. That is rarely mentioned in connection with e-mailing, but for small businesses, it works. Direct communication between company and a person. The condition is not sending campaigns from a no-reply address.
- Integration. Good news for all: E-mail and social media go hand in hand, especially with Facebook. If you do not use them together, you're wasting a good opportunity.
- Advertising. 77% of people prefer promotion items via email, 4% via Facebook and 0% through LinkedIn. Social networks are seen as a place for people to connect. For e-mail this is different. In addition, we got used to promotional e-mails even sometimes expect them.
- Mobility. 66% of messages from Gmail are opened on mobile devices. Therefore, an email is delivered directly into hands of the respondent and can be used immediately.
- Individuality. Send a single message to thousands of people while maintaining a certain degree of personalization. Segmentation of your contacts serves to create well-targeted messages that are easier to evoke the desired response.
E-mail remains a private channel for a direct contact with a potential client. In addition, it is voluntary - usually you somehow get the right to use the lead's contact data. It is therefore ethically correct.
Social media are amazing. But if we are talking about money, one has to take into account all the above facts.
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