Content Marketing Blog

What do all industries have in common? Email marketing!

With social media marketing and other new strategies coming to the fore, some people have been led to believe that email marketing is a thing of the past.

However, a new report shows that this couldn't be further from the truth, with email identified as the one marketing tool that all industries embrace.

The 2013 Email Marketing Benchmarks Study from Silverpop shows that education, computer hardware, telecom and electronics and retail sectors were the most likely to make a success of email marketing.

Loren McDonald, vice-president of industry relations for Silverpop, believes there are various reasons why this remains an important tool for businesses.

"Email remains the most effective channel for delivering personalised, dynamic messages at the right time," she commented, adding that marketers need to do what they can to set themselves apart from the crowd.

"The top performers in the study are doing an excellent job of ensuring their contacts are as engaged as possible and are also probably quite strict with their data cleansing processes," she added.

Emails sent by those in the education sector – the top performer in the survey – had the highest unique open rate of 46.1 per cent, as well as the highest click-through rate of 12.8 per cent.

Healthcare had the best click-to-open rate – this measures the click-through rate as a percentage of messages opened.

As Ms McDonald points out, the most successful sectors are likely to have time-sensitive information to share with their databases, meaning they are able to send out timely and relevant original content.

She highlighted that it is important to get into the mindset of what makes an email marketing message successful – this means seeing what others in the industry are doing and adapting as necessary.

With the email marketing trend far from over, can your business really afford to fall behind the competition?

Posted by Emma Furze