How effective is your email marketing strategy?
Email marketing has been a favourite strategy among marketers for several years – but is it relevant in the modern day world?
As social media marketing takes centre stage, you may be left wondering whether email marketing is still worth the effort.
If results from a new survey by Epsilon are anything to go by, email marketing is as important as ever – and companies should ignore it at their peril!
The Q4 2012 North America Email Trends and Benchmarks report revealed that consumers are just as receptive to email marketing now as they have been in the past, which is invaluable information for anyone with a content strategy.
Open rates of business as usual emails – those that are sent out by a company as a matter of course – increased 0.6 per cent compared to the previous quarter, and by 10.6 per cent year-on-year.
This marks an overall open rate of 27.4 per cent, showing that people are still curious as to what companies are sending them.
Triggered messaging has become an important part of the marketing mix over recent months – these are emails that are sent out to customers when a change in their online behaviour is detected.
These enable businesses to create a truly relevant email campaign, therefore improving the chances of a click-through to the whole message.
Epsilon figures show that during the fourth quarter of last year, triggered open rates were 70.5 per cent than those for business as usual messages.
It just goes to show how much consumers value original content that is tailored to their individual needs and interests, suggesting that personalisation could be the future of effective marketing.
After all, if you are publishing fresh content on your website you want people to read it, right?
Email marketing is a great way of spreading the word – and it has stood the test of time.
Posted by Emma Furze