We thought a good follow-up to last week’s email about the importance of measuring your marketing efforts would be to discuss a still very viable form of marketing…your newsletter.

You may have heard the hype about the death of email marketing, but we’ve discovered current statistics that support its thriving life. Email is working and working well.

When a fan gives you or your act their email address, they have consciously opened the door for communication. So, one might wonder why bother with an email list when I can just connect with my audience on social media.

Something to keep in mind – and it’s easy to forget – is that funneling new fans to your e-list is truly the only way to own that data and ensure over time you will be able to stay connected. Sure, it’s more annoying to set up and maintain a newsletter rather than sending people over to Facebook or Twitter, but it’s truly the only reliable platform. Look at what happened with Facebook when they inflicted the world with promoted posts. We send our fans to them, and then they charge us to speak to them? Unfortunately, the future of social media is too unpredictable to rely on, and the e-newsletter is your secret weapon. Use it wisely and you will be grateful! Source: http://blog.sonicbids.com/email-marketing-the-dos-and-donts-band-e-newsletter

EMAIL MARKETING ROI

Companies view email marketing as a better return on investment than PPC (pay per click ads), content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing.

  • Email Marketing has an ROI of 4,300%.
  • 66% of in-house marketers rate email as having “excellent” or “good” ROI.

SOME GENERAL EMAIL MARKETING STATS AND INFO

91% of consumers check their email at least once a day.

  • 42% of marketers use email service providers for services beyond email broadcasting. This is up 12% from 2010.
  • In addition to broadcast email, measurement & analytics, personalization, automated campaigns, and segmentation are the popular services provided by email service providers that marketers tap into. (Great measuring tool….)
  • Only 8% of companies & agencies have an email marketing team. Email marketing responsibilities usually fall on one person as a part of her wider range of marketing responsibilities. (A trusted street team leader could be a great email ‘marketing team’.)
  • Email is the most popular activity on smartphones among users ages 18-44.
  • Over half of smartphone users grab their smartphone immediately after waking up.
  • 64% of decision-makers read their email via mobile devices.
  • The #1 email client for Gmail users is the iPhone’s built-in mail program, with 34% of all Gmail opens.
  • 32% of marketers do not have a strategy in place to optimize emails for mobile devices. More on this later. Source: https://expresspigeon.com/blog/2014/01/06/email-marketing-statistics-2014/

Takeaway: Email marketing is a powerful sales channel. Develop an email marketing plan that’s fully integrated into your overall marketing mix. Create an email marketing calendar and sign up with an email service provider that is mobile-friendly (emma, Mad Mimi, Constant Contact, etc.,) that allows for integration with your current systems and technologies. Tap into your ESP’s potential by exploring auto-responders, transactional email, custom integration, deep segmentation, and data collection & analysis. Consider developing an automated email campaign so you can do more work upfront and focus on other marketing to-dos in the future. Make sure links in your emails are directed to responsive pages where readers can continue to engage via mobile.

Stay tuned,

Joe Kelly

VP/GM CDX

615.292.0123 ext. 25

joe@cdxcd.com

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