The news that Intuit— the global technology platform that makes TurboTax, QuickBooks, Mint, and Credit Karma— has agreed to acquire Mailchimp for $12 billion has made many in the marketing world sit up and pay attention. The rise in social media marketing has tended to overshadow its more “traditional” progenitor, but here are five reasons not to abandon your email marketing efforts.
Email is easy to test
Outbound email campaigns by sales reps and business developers to establish a connection with anyone they’ve identified as a potential customer still primarily serves business-to-business (B2B) marketing.
Choose a trusted email marketing partner such as https://www.12handz.com/, send a personalised introductory mail to a potential sales lead. No response? Tweak a prominent element in an A/B test. Gain insights into what recipients are responding to. Optimise. Repeat. Easy.
Still the preferred medium
According to a survey of over 2,000 marketing professionals by Litmus, email is still the preferred medium. More than one-third of respondents to the survey ranked email as “the most effective” marketing channel in their organisation. Half of those in an agency or consultant role believed email was the most effective channel.
When asked, “If you had to give up one marketing tactic for the next 12 months, which would it be?,” 4 out of 5 respondents said they’d rather give up social media than email marketing.
It’s where customers spend time
The question lingers: why is email so effective? Even with ever-increasing digital marketing channels, email continues to reign supreme and it’s still where your customers are spending most of their time.
According to the 2019 Adobe Email Usage study, Americans spend an average of 143 minutes each weekday checking email. The importance of email continues to grow year-over-year; in 2020, 78% of respondents said email is important to overall company success, compared to 71% in 2019.
Email makes it personal
94% of respondents to the Litmus survey said that email is in their top 3 most effective marketing channels, and that it pays to personalise communications. Small to mid-size businesses are getting more sophisticated harnessing personalisation techniques.
While “Hi [name]” no longer cuts it—it’s essential to research user behaviour to craft customised emails—almost three quarters of marketers say personalisation in email increases engagement, putting the median return of investment (ROI) of 122% on personalised email campaigns. Birthday emails, for example, generate 3.42 times more revenue per message than a standard promotional email.
Email is permission-based
Let’s face it, we are all very tired of the all-pervasive intrusion of advertising, whether it be on websites we are trying to peruse for news, or television interruptions for those that haven’t cut the cord, choosing ad-free, subscription-based services.
Email subscribers have given your business permission to email them. They welcome your messages. Maybe they even look forward to them if you’re doing a good job.
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