According to the Direct Marketing Association, email marketing’s ROI is a whopping 4300%. If you ask us, that’s just another reason we can confidently say no, email marketing is not dead. According to Marketing Sherpa’s 2013 Email Marketing Benchmark Survey, 60% of marketers say email marketing is producing an ROI at budget time. Even many those who don’t report an ROI expressed an expectation that one will develop.
The strong ROI of email marketing is largely due to the ease of testing and optimization that it offers. These high returns have not suffered as a result of social media’s rise, and we don’t expect them to change anytime soon.
Email is one of the best ways to maximize the potential of your existing database, and it’s highly effective in terms of lead nurturing. You’ve probably been collecting data from prospects for years, but without a smart email marketing strategy, it’s hard to make that information lead to sales.
In comparison to other media, email marketing is relatively low-cost. This gives companies a notable bang for their buck and makes email an essential part of online marketing strategy.
Email marketing is easy to test, measure and optimize, especially when compared to other forms of digital marketing. Social media, for example, takes a lot of time and can present challenges in results-based measurement. Email offers a straightforward means of A/B testing to increase open rates, discover customer preferences and lead to more conversions.
Believe it or not, customers enjoy email. They experience an exciting element of control because they’re able to choose their own path in a setting that feels distinctly private. On social media, a post offers one outcome, but over email, a customer is usually given a variety of links and options to choose from.
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