With the abundance of new social media platforms, messaging apps, and video communication mechanisms (to name just a few), e-mail can seem lackluster in comparison because it’s not new. And, traditional thinking might speculate that if it’s not new, it can’t possibly still be effective. Well, traditional thinking would be wrong. I’m here to tell you that e-mail is still a very effective way to connect with your prospects and can move them to action in ways that are superior to other technology channels.
I came across a 2015 survey Salesforce did where they asked 5,000 marketing professionals about the role of e-mail in their marketing. Seventy-three percent responded that e-mail marketing is core to their business success. Let’s talk about some of the reasons why e-mail still works.
E-mail Delivers Sales
There’s no denying the profitability of e-mail. Of the 5,000 marketers in the Salesforce survey, 92 percent shared that their e-mail marketing is linked to positive ROI. E-mail campaigns that tend to work best include: free content, newsletters, promotions, welcome series, and celebrating the prospect’s birthday or anniversary.
E-mail is Everywhere Your Prospects Are
It’s a mobile world, and e-mail fits in quite nicely, having adapted to be highly visible and functional on smart devices. And, that’s good because a recent report released by Forrester indicates 72 percent of U.S. adults who communicate online send or receive e-mails via their smart phone weekly. And by the year 2017, roughly 1.8 million people will access their e-mail via their mobile devices.
The report goes on to say that of the 1.2 billion e-mails opened in September 2015, Litmus reported that the top five e-mail clients are:
Apple iPhone – 29%
Gmail – 16%
Apple iPad – 11%
Android – 9%
Outlook – 9%
E-mail Communication is What Your Prospects Want
A 2015 survey by MarketingSherpa reported that 72 percent of consumers say e-mail is their preferred method for communication with companies they do business with. And, 75 percent say their purchases are a result of being influenced by an e-mail. Of those surveyed, 61 percent say they like to receive promotional e-mail weekly, and 28 percent want them even more frequently. Your prospects open your e-mails hoping to find a special offer or helpful information – anything to enhance their buying decision or experience.
It seems e-mail marketing is here to stay and for good reason! E-mail is still a highly effective way to engage your prospects, build a relationship, and ultimately influence buying decisions. Your marketing efforts should definitely include an e-mail marketing component to help drive business.
How are you using e-mail marketing to your advantage? Let us know.
Digital Media Insider 
