Junk mail, spam, advertisements, a reason to open an anonymous Gmail account … we all know the dark side of email marketing. But would you believe that despite its reputation, 77 percent of people, regardless of age, still overwhelmingly prefer to receive marketing and messages via email instead of via phone, text or even social media?
It’s true, according to the ExactTarget 2012 Channel Preference Survey. Email marketing isn’t shiny and new like social media, but it should still be a central piece of your interactive marketing communications strategy.
Just about every business uses email as a communications tool — it’s inexpensive, it’s timely and it’s easily measurable. And think for a moment about your own email accounts: You likely have a business account and at least one personal account (probably more than one). In fact, Microsoft’s Hotmail, Yahoo mail and Gmail together have more than one billion users. Those numbers simply do not add up to a death knell for email marketing.
What do the numbers tell us? Email hasn’t been replaced by social media. In fact, email and social media work together in many ways and both should be utilized to make business communications successful. Email marketing has even been adapted to meet the needs of mobile users to increase its reach and effectiveness.
Email marketing isn’t dead — it’s a cost-effective, measurable and accessible way to build your business, but you have to do it right. Ask Olive & Company how you can get timely results quickly and create an engaging and valuable content outlet with an email marketing campaign.
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