The Most Powerful Online Marketing Tool Revealed – Email 2.0

The sexy marketing talk these days seems to be about social media. But boring old email marketing still produces the highest return on investment of any form of marketing.

A recent case study by predictive analytics firm Custora discovered that customer acquisition via email has quadrupled in the last four years and now accounts for almost 7 percent of customer acquisitions. Organic search is the most powerful acquisition channel, accounting for 16 percent of customers acquired, while Facebook and Twitter lag far behind.

Email is effective because it’s permission-based. The people on your email list have given you the go-ahead to send them messages. They’re bought in. And, with the prevalence of smartphones and tablets, they’re always listening.

Email provides you the most direct line of communication for conversion to sales …which is why the most savvy online marketers have no intention of giving it up any time soon.

It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association).

What makes email content work?

All of us are far too familiar with email newsletters that waste our time, pitches that annoy us, and downright spam. Those don’t work.

What works is a value exchange — your valuable information for your customer’s valued time.

Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your customer needs and shares with others (inspiring referrals and word-of-mouth).

Email is still the quickest and most direct way to reach customers with critical information.  But at the same time, consumers are always on, always connected, and always overwhelmed. If you want to connect with them, you have to work hard to engage them.

In order to be truly effective, email marketing must become:

1Trusted. It’s essential that your emails set and then consistently meet subscriber expectations.

2Relevant. You have an obligation to deliver the right content to the right person at the right time, based on a smart understanding of each subscriber’s interests and behaviors.

3Conversational.  a relationship-oriented mindset that continuously builds engagement with consumers, one by one over time.

4Coordinated with other channels. Your emails must be coordinated with interactions from every marketing channel, so that your customers’ experiences are consistent and progressive.

5Strategic. Always use the right metrics to measure your email marketing tactics and assess their effectiveness and worth. Then, make adjustments accordingly. There are some great tools you can use. We use Mail Chimp.

If you want assistance in reaching your audience, contact us or drop by for a cup of coffee or espresso and lets see what we can do to help.  At the very least I guarantee you’ll leave with a few new ideas under your belt!

 
Author Todd Marcotte 

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