Saturday, September 1, 2018

Leads Generation X Is Email Marketing Dead

Marketing is an essential tool for the development and sustainment of any business. Over the years, the methods of marketing have developed with the rate of technological advancements. Back in the day word of mouth spread the news, leaflets, posters, TV adverts, radio spots all grew to be big marketing strategies. Telephone cold calling and consumer lifestyle surveys further developed the marketing strategy by highlighting target groups.

The internet has taken marketing to a whole nother level. Email, one of the biggest means of communicating, has been an essential tool for marketing for businesses. Through email marketing many companies were able to reach masses of target groups and new and existing clients. The function of email marketing hasn’t been just to alert new and existing clients to products and services offered by the company sending out the emails, but also seeks to develop and sustain a relationship with customers and clients.

Through these relationships trust is developed as well as familiarity, all of which have a positive effect on the results of sales.

There are many other benefits to email marketing.

Email marketing is highly cost-effective. It is fast to administer and easy to use. It’s possible to approach target groups, which can then (if so desire) send on your email so that it goes viral. Emails are easy to track so that it is possible to see the effectiveness of your emails: are your customers, opening the emails, reading them and responding? Email marketing can be used as part of your marketing strategy; thus, is it complementary to other approaches.

With all these benefits in mind, my question is with the development of blogs and social media sites has email marketing lost its effectiveness? Does email marketing still provide the same results it used to?

Three key reports highlighted how email marketing has most certainly not lost its touch.

A 2012 survey of consumer channel habits and preferences reported that an astonishing 77% of customers and clients preferred to receive permission-based promotions via email. This is a large amount compared to only 6%  who preferred such messages via social media.

A 2012 Marketing Channel and Engagement Benchmark Survey found 63% of respondents cited email as the channel offering the best Return on Investments (ROI). Due to the low cost and time efficiency of sending out emails, the ROI of email marketing is much higher than other marketing strategies.

Another study in 2012 revealed how the amount spent on email marketing by businesses has increased by 60% due to the fact that email marketing delivered a much higher return on investment (ROI) than other internet marketing strategies

It is very difficult to measure the ROI of social media sites like Twitter. To measure the effectiveness of a conversation is a much more laborious task. Thus, some would argue that this fact makes the ROI figures for email marketing misleading with the claims that social media sites have a lower ROI than email marketing, since it’s not really possible to measure the ROI of social media sites.

Another key fact is that three times as many people use email over social media sites.

So a business has a higher chance of reaching it’s potential or existing customers through email marketing.

Email still remains to be the most personal medium of communication on the Internet. At a first glance one could argue that Facebook or Twitter is more personal. But, the truth is if you want to reveal information that you may want to keep more private or that is more in depth, then you will use email. You may start off on a Facebook chat but then say, ok email me the details. I know I have said and done this a number of times. Think about it, you probably have too. Really and honestly do business people go to Facebook for their 1:1 private communications? Not likely.

Which brings me onto my next point: Email is more professional. Simple as that and if you want to be taken seriously in the business world, email communication and email marketing is arguably one of the most successful forms of marketing strategies.

Ideally if a business is savvy, it will use a number of marketing strategies together. At the bottom of an email message may be a link for a the Twitter, Facebook, blog or other social media account.

With so many ways to communicate through the net it makes sense to utilise all that is on offer.

Email was the start, and it is still ahead of the game. In fact, so far it is has won the race. It will be interesting to see whether this stays the same. Unless a new medium which we have yet to discover comes onto the scene, email marketing will still be the mostly used marketing strategy that provides the highest ROI.

I would therefore conclude that email marketing is certainly not dead. In fact, it is alive and kicking in way that is growing. The advent of other media sites only seeks to support the success of email marketing…. I do wonder where it will lead.

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