With 58 percent of U.S. workers starting the day with email, 60 percent of U.S. consumers checking email while watching TV, and 38.5 percent of U.S. mobile users spending their mobile internet time on email, email marketing is the key to reaching consumers at work, home, and on the go. Yet many brand advertisers are still hesitant to work with this medium. Below I will debunk some of the most common email marketing misconceptions.
I currently run a PPC campaign that is successful; do I really need to spend money on another form of digital marketing?
Yes, email marketing is just as important as PPC. According to a study by ExactTarget, email marketing drives more ROI than any other channel, including PPC advertising and social media. Similarly, according to Econsultancy, 72 percent of advertisers who responded to a survey in 2011 described email's ROI as excellent or good, with only organic SEO scoring better. The benefit of email marketing is its ability to integrate well with traditional and non-traditional advertising campaigns, yet it also has the ability to be a standalone advertising method. With email marketing, you have the ability to start small and then scale your campaign based on previous results. In addition, you are able to reach customers who may not already know about your company, while with PPC, people need to be searching for your service already in order for you to be found.
My business is very niche; email would not work for me.
With countless email lists available, a knowledgeable and experienced email marketing professional can work with you to identify your target audience and select appropriate email lists that would work best for your business. Even niche businesses such as moving companies, window replacement companies, and cleaning services have seen huge success with email marketing, since there are over 3 billion email accounts in existence. The likelihood that you can reach new consumers is high. List types include general compiled lists, lists sourced from premium and branded publications, and lists from sites with robust targeting including state andzip code, age, gender, HHI, lifestyle, luxury, interests, and more. By using a strategic and targeted approach, email marketing can be effective for even the most niche business.
How can I make sure that my email marketing campaigns are compliant?
When working with email lists, it is important to work with lists that are 100 percent opt-in and CAN-SPAM compliant. Opt-in lists are lists where the user has specifically requested to receive email messages from the partner. The CAN-SPAM act is a compliance guide for businesses in regards to email communication. Some of CAN-SPAM's main requirements include: don't use false or misleading header information, don't use deceptive subject lines, identify the message as an ad, tell recipients where you are located, tell recipients how to opt out of receiving future emails from you, honor opt out requests promptly, and monitor what others are doing on your behalf. White listed partners are preferred since they have proven success with email deliverability.
Email marketing is a dead medium since inboxes are flooded with marketing.
Email is constantly evolving. In a current study, when users were asked how they wanted to receive updates from companies, only 10 percent elected to do so through Facebook, while 90 percent opted for an e-newsletter. So while people think social might be the future, the reality is people still prefer email. Website Magazine compared the marketing potential of websites and social media to the value of emailing. Here are the findings:
- There are 3.3 billion daily searches on 463 million websites.
- Facebook has more than 750 million members worldwide, of which there are 60 million updates daily.
- Twitter has 300 million members who tweet 140 million times per day, but more than 50 percent of the accounts aren't active.
- Google + has more than 25 million users with 1 billion shares by the users each day.
- But email accounts, worldwide, total 2.9 billion -- 42 percent of the planet's inhabitants -- with 188 billion emails sent daily.
In other words, email is more promising for direct marketers because it represents the highest volume of traffic in communication.
As email marketing continues to evolve, it is a great way for businesses to create brand awareness, gain new customers, and increase sales.
Megan Conahan is VP of advertising sales at Direct Agents.
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