Do your clients want to reach people…and get them to do something? Then consider the power of email for consumer marketing, public affairs, and corporate campaigns. Here are five reasons why email rules.
The statistics of email use and ROI are mind bogglingly impressive. Every minute there are 204 million emails sent compared to almost 6 million combined social engagements on Facebook, Pinterest, Vine, Instagram, and Twitter.[i] But this doesn’t mean email is an oversaturated channel. In fact, email is the third highest medium for expected ROI by business marketers, behind organic search and CPC, and is well ahead of social media platforms.[ii] Customer acquisition by email (i.e. subscribers) has quadrupled over the past four years,[iii] which is solid evidence that the channel is trusted, preferred, and growing. For every dollar spent there’s a $40 return on email, compared to a $17 return for keyword ads and a $2 return for banner ads.[iv]
Email is permission-based, meaning recipients have given you the green light to send them information about their product, service, or cause. They’ve bought in. Combine that with the primacy of smartphones and tablets and you begin to understand that people are always checking their email, making it the leading activity for people on their phones.[v] Customers who come to businesses via email are more likely to do what you’re asking them to do – whether it’s asking them to share something on Facebook, encouraging them to buy something, or asking them to make a donation.[vi]
Individual behavior with email is, well, active. Email is a transactional medium. In consumer programs customers expect to get offers, to buy things, to do things. In public affairs, voters contacted by email are at least 10 times more likely to take the advocacy action they are asked to do versus their counterparts on social platforms. Email is direct to the recipient and unfiltered by social media algorithms and timelines. It provokes more direct attention from recipients because it allows you to make repeated, direct contact with an individual’s inbox. Simply put, email expects action.
Email can be measured in greater depth than any other engagement channel. Clients are looking for more evidence that our programs are working. The numerous opportunities to measure email performance and related recipient response means more quantitative and qualitative analysis for your client. Depending on the email service provider you use, the top 10 measurements and their value are:
5. Progression Segmentation
Email data exposes distinctions about how much a consumer likes a brand or why a voter supports an issue – allowing you to customize engagement based on their profile so you can make the right ask of the right person at the right time. For clients this means a promise of cultivating bigger, better results through responsive, customized messaging.
Email communications have been successful in driving consumer campaigns for new products and services. They have been instrumental in state, federal, and international public affairs advocacy movements. And they are a significant part of any corporate employee engagement initiative. Obviously, I think email is the real thing, but I sure like the way Simms Jenkings, author of “The New Inbox: Why Email Marketing Is The Digital Marketing Hub in a Social Mobile World” assesses email: “If you have just one bullet left in your gun to sell something, then email should always be that bullet.”
[i] Elite Daily, “More Than 204 Million Emails are Sent Every Minute,” March 19, 2013
[ii] Custora E-Commerce Customer Acquisition Snapshot – Q2 2013
[iii] Custora E-Commerce Customer Acquisition Snapshot – Q2 2013
[iv] Source: ExactTarget 2012 Channel Preferences Survey
[v] Forbes, “Why Email Is Still More Effective Than Social Media Marketing,” Oct. 1, 2013
[vi] Custora E-Commerce Customer Acquisition Snapshot – Q2 2013
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