Email marketing and communications has emerged as the "killer ap" of the Internet age.
While audiences are drifting from traditional channels such as television, radio, and print media, nobody can survive in this modern world without constantly monitoring their email. Even websites compare as passive channels next to email.With careful adherance to permissions based laws and etiquette it is possible to keep your customers or audience in constant contact with your organisation, strengthening customer relationships, creating loyalty, building trust and awareness and increased sales.
It is well recognised that email marketing has the highest return on investment of any contemporary marketing method. Every dollar spent on email marketing, marketers can expect an estimated $46 ROI and 60% of business decision makers said the Internet and email are the best ways for advertisers to reach their customers. Email is delivering sales at an average cost per order of less than $7, compared to $71.89 for banner ads, $26.75 for paid search, and $17.47 for affiliate programs.*
It is obvious that communicating with your audience without the use of reams of paper and toxic printing inks is of benefit to our planet. At a time when many companies are having to address their impact on their environment, their carbon footprint and level of water usage it is the perfect time to move over to email for direct mail, announcements and other publications.
Email marketing can target to a great extent based on a range of variables with ease and a level of measurability not found in any other marketing channel. You can offer customised content selected by your recipients or personalised offers based on your audiences buying history or location. You can learn things about customers on an individual or aggregate level.
Email can give you insight into what your customers like, what they respond to, and what they seem to have little interest in recieving. No other marketing tool allows you to get instant measurement and quickly tailor your approach for better results.
*Direct Marketing Association 2006/2007. All dollar values quoted are in US dollars.