In a world where there are hundreds, if not thousands of means of communication – the most diverse, from short text messages to video calls – using email many seems outdated, if not archaic. However, email and email marketing in some way similar to the Railways have long been developed other, more efficient modes of transport, but the railway remains an indispensable all over the world. And in the case of advertising – email remains a Central element of marketing campaigns on the Internet, despite the fact that for some time because of the huge amount of scams its reputation as the channel of advertising has been spoiled.
In today’s world the effectiveness of email marketing is quite justified. There is a number of advantages which can seldom offer other advertising channels.
First and foremost is coverage. Of course, social networks exhibit much more performance reach than email newsletters, however, there is one significant difference: in the case of an email newsletter the user has voluntarily agreed to receive information from a particular company – and thus be more loyal, and the effectiveness of the advertising above.
The American direct marketing Association also confirmed that the email marketing leading the direction of digital marketing according to the amount of investment and the main source of profit for the companies that use it for advertising on the Internet.
Email also continues to be the center of it all “client path” in the buying process. Poor attention email advertising reduce customer contact with the company and, therefore, leads to lost opportunities.
Another important advantage of electronic mail is its availability – more than 54% of all email users are browsing with mobile phones, and do it constantly, at any time of the day. Unlike messages, which fall into the social media feeds, the time when an e-mail may be read, much longer. The main task of the marketers is to use this to make your mailing memorable, noticeable against the others receive letters.
According to the data published in the report Ascend2 2017, only 40% of companies carry their programs email marketing to a higher level. All the rest – and most of them underestimate this advertising channel, do not make sufficient efforts to develop and thereby lose a lot of money. Nevertheless, even poorly done email advertising will be to generate income and improving the quality of the email marketing companies these amounts will only grow.
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