Email would have to be my personal favourite out of all marketing channels available to the online marketer – it is just so practical.
Inbound marketing methodology is all about empowering visitors, leads and customers with relevant content that provides value. What better way of providing that content than via email? Actually, in my humble opinion, it is clearly the best
Why is email the best conduit for content and lead generation?
- 81% of smartphone users say email is the most popular activity on their phone
- 54% of all email is opened on mobile phone
- Email marketing has a ROI (return of investment) 38:1. This makes email marketing the cheapest and most cost effective of all marketing activities.
- Emails are checked 74 times a day on average
- Email is a channel that you own
- You will always have a 1:1 relationship with your contacts
The above statistics are staggering and if nothing else, thought provoking.
There are many tools available to help us as marketers to manage our email campaigns these days. The importance of data driven analysis and optimisation is as important with email as any other form of marketing activity – perhaps critical in regard to email.
We must not under value the privilege of being in someone’s inbox and the responsibility of sending relevant information is paramount.
Lots of thought and consideration must be put into ensuring our email content is personalised to the recipient. Personalisation is a component that should not be overlooked. It is best practice implement personlisation into your email campaigns to ensure the recipient’s name is correct and we send our email at an appropriate time of day.
Articulated thought towards segmentation of your database is also a critical component of ensuring that our email recipient is getting relevant content.
I touch on the segmentation in a blog I wrote on ‘best use of your database’.
Well, hopefully here are some compelling thoughts to motivate you to consider employing an email strategy into your next marketing campaign and I think you’ll be surprised by the results. With careful forethought the results can be staggering – so is the ROI.
If you would like more assistance in implementing an email campaign within your business please don’t hesitate to reach out