People unfamiliar with email marketing often wonder what all the fuss is about. Didn't spam kill email as a marketing vehicle? And if spam didn't kill it, what about Facebook, Twitter, Blogs and all the other clever ways we can communicate online? Isn't email marketing outdated?
Those wondering about the benefits of email marketing in today's evolving online and marketing environment should explore the below statistics.
Email Marketing Works
Businesses engage in email marketing because it works. And works well. Here are the numbers...
The DMA puts email marketing's ROI for 2013 at $44.25 for every $1 invested.
72% of respondents to an Econsultancy survey in early 2012 described email's ROI as excellent or good. Only organic SEO scored better.
A 2013 MerchantCircle survey of over 8,000 small business owners in the US found email marketing cited by 35.8% as their Top 3 most effective marketing method. Only social networking and search engine marketing scored higher.
A 2012 business survey by Ireland's Marketing Institute saw 84% claiming email marketing was “very important” to their marketing strategy.
In a 2012 Focus survey of marketers, the channel cited most often as the best performer over the previous 12 months was email.
In Datran Media's 2013 Annual Marketing & Media Survey, 43.4% of industry executives said the advertising channel that performed strongest for them was email. This was the top result.
Trends Support Its Efficacy
Everyone from top Marketers to small businesses are dedicating marketing budget to email marketing…
When asked about their 2012 digital marketing budget priorities, only paid search was cited more often by retailers than email.
A late 2012 survey of US small businesses found over a third using email to advertise or promote their business. Only Facebook was more popular.
68% of small businesses surveyed in mid-2012 by Pitney Bowes listed email as their preferred marketing channel.
eCircle surveyed European marketers and found the most popular online marketing channel was email.
In a 2013 business survey by the Marketing Institute of Ireland, 88% of respondents said they expected their email marketing budget to increase or stay the same over the coming 12 months.
A January 2012 survey by BtoB Magazine found 63% of respondents likely to increase spending on email in 2013 (second only to websites), with 29% keeping spend constant.
The 2012 Digital Marketing Outlook Survey from the Society of Digital Agencies revealed that 70% of brand marketers planned to invest in email marketing in 2013. This was the joint highest result.
Forrester's late 2011 survey of US marketers found 88% of B2C businesses and 71% of B2B businesses used email marketing.
A DMA survey of US and Canadian marketers in late 2011 found email was the most widely used web-based direct marketing technique.
A 2012 survey of 2,500 marketers by AWeber found 82% intending to increase their email marketing efforts over the next 12 months.
The 9th Annual Merchant Survey conducted by the e-tailing group asked merchants to say which initiatives they would be using to improve website performance. The top answer, cited by 79%, was "send more targeted email.”
Why Email Marketing Works
The benefits of email marketing are broad and far-reaching and relevant to any business’s goals and objectives.
It allows targeting
It is data driven
It drives sales
It builds relationships, loyalty and trust
It supports an integrated, multichannel marketing campaign
Email marketing campaigns are a great way to build relationships with your prospects and customers. You’re already working with a pre-qualified base: these people have said they want to receive information from you. And when many have already done business with you, email marketing returns even greater on investment - because it’s easier and cheaper to retain a customer than it is to get a new one.
PHANTOM POWER recommends email marketing be a part of all online marketing campaigns. We understand email marketing best practices to optimize open rates, click-through rates, engagement and shares. We have executed hundreds of email marketing campaigns for countless clients that deliver terrific return on investment.