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Why Email Isn't Going Anywhere and You Need to Use It

Posted by Dean Asher on 3/26/15 12:00 AM
Topics: retail technology, Marketing to Students

"Email's not the giant it used to be." It's a mantra that most of us have heard loud and clear, but while it's true that email should not be your only method of communication to your customers, experts like Scott McCorkle posting for Business2Community say it's actually alive and kicking. Read the original here.

As it turns out, consumers like email just as much as marketers. A new survey from Marketing Sherpa reveals that most consumers like getting promotional emails every week. A vast majority (91 percent) of U.S. adults say they like getting promotional emails from companies they do business with. Of those, 86 percent would like monthly emails and 61 percent would like them at least weekly.

When consumers are this actively engaged with a digital marketing channel, I’m all ears, and you should be, too.

Email might not be the flashiest digital marketing channel, but it’s definitely the most likely to succeed. So what’s the future of email, and how can marketers innovate on this tried-and-true channel?

In its next evolution, I see email marketing becoming the connective tissue of the customer journey. It’s clear that the future of all marketing is the customer journey, as the lines between sales, service, and marketing are blurring. Customers expect a seamless and personalized experience from the companies and brands they do business with, every step of the way. Our job as marketers is to understand customers on a 1:1 basis, to understand their individual journeys, and then to influence those journeys at scale, so we can achieve desired business outcomes.

Over the next year to three years, email will move from being the digital marketing workhorse to being a connecting fiber between channels that keeps customers satisfied on every front. Email is an incredible tool all on its own. But consider these “email-plus” scenarios that are truly marketing gold.

Email amplifies social audiences to great effect

Facebook, Twitter, and other social networks are powerful ways to connect with existing audiences and earn new ones through creative and useful content. But we’ve also seen that the combination of email with social media is a new holy grail.

For example, in a case study of one major online retailer, Facebook ads were matched with a group of email subscribers to create a Facebook Custom Audience. This audience was then targeted with both email and Facebook ads for two weeks, finding that when first reached with Facebook ads, email openers were 22 percent more likely to purchase. Social audiences become more likely to purchase when they receive emails, and email subscribers become more frequent openers when they see Facebook ads. It’s a win for both channels.





Above: Results based on a retailer’s study conducted over two weeks in April 2014, targeting 925,000 US email subscribers using Salesforce Marketing Cloud and Facebook Custom Audiences. Facebook Offline Conversion Measurement matched and correlated ad impressions to email engagement and transactions. Findings are observational.


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