What is the first thing you usually do when you wake up every morning? Brush your teeth? Make Coffee? Or for some people, check emails through smartphones.
The truth is that checking emails many times per day has become a regular habit or compulsion for most modern people. Marketers also see potentials in the field of email marketing and harness the emails as an effective way to increase sales volumes, brand engagement and brand loyalty. A report from analyst firm Forrester predicted that, by 2014, companies will spend over $2 billion on email marketing in the U.S.
However, with the rise of marketing techniques like social media and mobile marketing, is old-fashioned email marketing still booming as before? If so, what are the trends driving the future of email marketing?
I want to share my personal experiences of two recent email marketing. Yesterday, when I checked my emails, I was surprised to find an email with my name on the subject line. It turns out to be an upcoming concert alert of Katy Perry from Ticketmaster.com since they know Katy Perry is my favorite singers based on my interest profiles. By analyzing the collected customer databases, marketers can target emails based on demographic, preference and seasonal trend, such as holiday suggestions, useful tips, and also gift recommendation.
The second email I received is from Sephora, including a 10% off promotion code on the next purchase as a reward for my recent purchase. It offered me a sense of loyalty and commitment to the brand. According to research conduct by Convinceandconvert.com, 44% of email recipients made at least one purchase last year based on a promotional email. In most cases, Promotional emails usually have higher open rates and click-through rates among the numerous inbox emails since consumers are more tolerant for special offers. Further, consumers are more likely to be in a buying frame of mind through emails rather than social media because emails are more suitable channels for business relationship and communications.
From the case, I know customization and precise information are two key principles of successful email marketing. It is important for marketers to devise email marketing strategies based on the understanding of consumers’ demands and preferences. Overwhelmed by spams and inbox overload, contemporary consumers are pickier about which types of message are worthy of time and attention. If the promotional emails are irrelevant, unfocused or annoying, consumers tend to immediately delete emails or even permanently unsubscribe from the email lists. The segmentation and details determine the success.
In my opinion, as technology continues to evolve, email marketing still remains the dominant role in the marketing mix and has extended to the mobile platform. Social media will never replace but complement the email marketing..A comprehensive marketing communication strategy should integrate the traditional email marketing and the cutting-edge social media marketing. The incorporation of social media in email marketing campaign can greatly drive quality engagement and get the information across on different platforms.Cooperation is the future.
Is email marketing dead or alive in today’s marketing landscape? Share your personal experience of promotional emails with us.