Why Email Marketing Still Works in 2014 - by panel speaker Kelly Newbery

Thursday 22nd May 2014 04:23pm
By Networx Brisbane

It’s not unusual to come across articles, blog posts and reports dismissing email marketing as being ‘old school’ or out of touch with what our customers want. Some even go as far as to say email marketing is dead.

Well I’m here to tell you email marketing is alive and kicking. It continues to thrive and prove its worth through advanced segmentation, in depth analytics and strategic integration with other channels. What’s more 64% of marketers are planning on increasing their investment in email marketing this year. So what exactly is it about email marketing that keeps us coming back for more?

Email marketing makes your business money

Email marketing has a higher return than all other forms of marketing, including social media, SEM, online ads and mobile marketing. For every $1 spent on email marketing, $44.25 is the average return on investment. That statistic alone proves that email marketing does still work, but now onto the why.

Your customers use email

Currently there are over 2.9 billion email users. Email tops the list of active accounts and users, with nearly 3 times the number of users than Facebook and Twitter combined! Now I’m not saying ditch your social media efforts, because ideally these two channels should be used together.

Find out what works with advanced reporting

Email service providers, such as Vision6, offer a range of in-depth analytical and tracking tools. Not only can you see who has opened your email and clicked links but you can measure trends over time to find out exactly what works for your audience. Email reports can be used to continually improve campaigns to ensure your content is engaging, the time you send emails is a good fit for your readers, and your calls to action effective.

Connect with your readers using personalisation and segmentation

Email marketing allows you to easily personalise campaigns and specifically target segments of your audience, which has long been a proven tactic for email marketers. By leveraging what you already know about subscribers, such as their personal interests, demographics, buying patterns and email behaviour, you can create a customised email that is high-impact due to its relevancy to each recipient. What better ways engage with your customers than sending personalised content highly relevant to their situation?

Optimise campaigns with email testing

The days of ‘going with your gut’ are on the way out because you can test different elements within your emails. The easiest and most common way to experiment is with A/B split testing. By testing various elements of your email marketing campaigns you’re able to optimise your campaigns for higher opens, clicks and conversions.

Personally, I love having data to back up the decisions I make, so this is a big bonus for email marketing in my books.

This is just the tip of the iceberg, to learn more about why email marketing still works and how to get the most bang for your buck come along to the next Networx event on 28 May, I’ll be on the panel and I’m looking forward to answering any questions you may have. Also, subscribe to the Vision6 blog to learn more about the power of email marketing.

Kelly Newberry
Marketing Specialist

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