Do you remember hearing that? It’s one of those lines that will forever be legendary in the history of the Internet, formed when we were all still finding our way in the big World Wide Web.
These days we have replaced that message with Tweets, likes and status updates. But this all creates a lot of noise, how can we be expected to be switched on all the time to everything? One could argue that our inbox has become our online dojo. A place of peace and solitude amongst all the chaos and noise.
Why use email marketing?
1. Economic and Cost Effective
Email marketing allows business owners to reach a large audience at a very small cost. A joint study from Shop.org and Forrester Research found that 85% of US retailers consider email marketing one of the most effective customer acquisition tactics.
2. Personal and Customisable
In email marketing what you re essentially doing is segmenting your audience into lists, then sending each list a tailored email. When writing a social media post you address your audience as a whole, (To all of our fans we would like to say…). By using the email software correctly you can address each person by name. People are more likely to open an email and read if it is addressed to them personally.
3. Action Orientated
Email is transactional by nature. Most people are used to clicking on the reply or forward button when they receive an email. This makes having a call to action that much easier! ‘Sign up now’, ‘Click here’, ‘Reply for a free..’.
The success of an email campaign is easy to measure. most email softwares will track who opened the email, when, from what platform, from where in the world. You can easily get a feel for how your email campaign is performing. You can even tell who is uninterested in your content (unsubscribed) and retarget them.
5. Mobile devices allow people to check their inbox constantly
Because mobile devices have become so common its easy to check email anyway – even while waiting in line at Starbucks! This means that you email will reach your audience when they are anywhere (not just in the office).
A study from Exact Target reports that 91% of people use their smartphones to access their emails, compared to 75% of people who use their smartphones for social networking.