Why Choose Email Marketing?
Do you still doubt the effectiveness of email marketing as a strong marketing tool? Than just imagine your typical week. How often do you check your email while browsing the Internet? Do you have only one email account or several? Which source do you use when you want to contact some people in your job?
Quite often the answer to all these questions would be a proof of the fact that Email is a really strong tool, enabling the company to get into the skin of its customer, by being able to reach him almost at any time:
If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined. - Email Marketing Reports (2009)
Nearly one-quarter of Internet users surveyed said they were most likely to check their email upon waking. - AOL/Beta Research Corporation (June 2008)
Nearly 70% of respondents said they had multiple email accounts. - AOL/Beta Research Corporation (June 2008)
Some companies not using email marketing wonder how can this tool change the perception of emailing as “spam” method and how can it really attract customers and make them be members of the opt-in option. The results of several surveys prove the opposite.
And though there is a huge number of new tools of online marketing, email keeps its position and is far from being outdated. According to Direct Marketing Association, the results of the survey, which was conducted in the UK and was based on 402 respondents, show that:
• Over 60% read personal e-mail at work, what means that the target audience is even more reachable as it is not limited by home based Internet and certainly email usage.
• Customer based e-mail campaigns are getting a response rate of 10% - 15%, which is relatively high comparing to the 1% of TV advertising, for example.
• More than 86% of respondents plan to increase their e-mail marketing budget within 2 years.
• 60% of respondents are already running e-mail marketing campaigns. Out of those who are not, 85% plan to do so within 2 years.
• Email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $42.08. As such, it outperforms all the other direct marketing channels examined, such as print catalogs (Reference:directmag.com).
Keeping in mind that email marketing is a cost-effective tool it means that Any company can afford and use it for strengthening its position on the market.
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