Why Start Email Marketing Now?2014

Em

Ai

L 14

95%91%

of online consumersuse email, with

reported to check their email more than once a day.

Today

Email Marketing is a unique digital channel that many businesses use to increase brand awareness, share content, improve customer retention and generate hot new leads.

Even though email marketing is one of the oldest digital marketing forms there is, it’s still one of the most eff ective channels, as this presentation will demonstrate.

so why start now?

2017

2012

2014

It is estimated that there will be 2.76 billion email addresses.

It is estimated that 65% of companies are increasing their email marketing budget.

89% of brand marketers in the UK said email was important to

their business strategies.

email and other digital channelsAre they friend or foe?

Social media and content marketing had a very good year in 2013. Both channels saw a big improvement with customer engagement. However, this doesn’t mean that email marketing suff ered or social media et al passed it by.

A recent study by analytics fi rm Custora discovered that customer acquisition via email has quadrupled in the last 4 years. While Facebook and Twitter lag far behind.

Social Media

ROI(for every £1 spent)

Email Marketing

ROI(for every £1 spent) £22.00

75%

Target audience reached

£3.34

4%

Target audience reached

Many marketers tend to pitch email marketing against other marketing channels, either literally or subconsciously. A great example would be the new kid on the block: social media. Many observers like to claim that social media will ‘kill’ email marketing.

On the contrary my dear Watson! In actual fact, within digital marketing most marketing channels work hand in hand with one another.

V.S.

So instead of them being labelled as adversaries, forget about picking sides, they should actually be regarded as valued allies in your battle to engage and connect with prospects and customers.

2013 20% 10%companies spentof their marketing budgets on email marketing and this is projected to grow (2014)

benefi tsbenefi ts to email marketing

Email is the easiest way to calculate how successful you marketing eff orts are. Many ESPs will have reports, analytics and statistics that are connected with every email campaign you send out.

On top of this, many can intergrate with your existing tools like your CRM, or even incorporate other digital marketing channels like your social media to see how everything is perfoming at once.{email marketing = money x consumer }2

e = mc 2

Email marketing is also the best way to target specifi c customers allowing your to create a campaign with relevance. Better than the old fashioned tactic of ‘spray and pray’, because now you can target groups of people based on extremely specifi c information.

In addition, the better your email marketing, the easier you’ll fi nd it is to rapidly increase your database. This will mean your subsequent campaigns will have great potential thanks to a wider reach, more accurate and eff ective segmentation and more subscriber information meaning better personalisation and more appropriate messages.

Credit: The Radicati Group, Hostpapa, HubSpot, Nielsen Company, Custora, Uberfl ip