You’ve Got Mail: Why Email Marketing Still Works
It might not be the newest game in town, but email is still a dynamic, engaging, and relevant way to connect with your customers. Plus, it’s as effective as it is easy. Here’s why:
It reaches your customers on existing platforms. Whether it’s accessed on smartphones, tablets, or PCs, email will reach your audience without the need to invest in or tinker with new technology. In 2014, Pew Research Center found that 52 percent of American cellphone owners access their email on their phones.
It’s cost-effective…for you and them. Unlike texting (SMS), email doesn’t run the risk of the recipient incurring data overages. It also provides unlimited space to display text, graphics, and links whether to-the-point or more in-depth. When you consider the costs of ad space on television, radio, or even magazines, email blasts are a way to reach a large swath of consumers for the cost of pennies per message. Shop.org has found that 85 percent of US retailers consider email marketing as one of the most effective customer acquisition tactics.
It engages customers – and builds loyalty. Studies confirm that once shoppers discover a store or brand they like, they actively seek out subscriptions or “opt-ins” to email marketing lists for access to news, coupons, or promo codes. Bargain-savvy consumers will print out and display coupons emailed to them; and e-coupons have surged in popularity. Beyond the savings, email can maintain connections with customers, even if it’s just a “Happy Birthday” greeting or an invitation to complete a survey. The common thread to many interactive-mail encounters is a rich trove of consumer data that can yield valuable marketing insights. Branded well and deployed consistently, email can enhance the customers’ experience by engaging them between store or site visits.
It’s easily customized. From greeting the recipient by name to displaying recommended products that reflect their shopping habits, marketers can craft email to offer a warm, welcoming, exclusive, and engaging message. And that’s what marketing is all about.
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