What Makes Email So Important?
In recent years, the world has seen a technological revolution unlike anything before. Our phones are now computers, our computers are now tablets, and tablets… well tablets exist now which is pretty darn cool.
As technology has advanced, so has our use of it. People are now more connected than ever before with social sharing sites such as Facebook and Instagram, networking sites such as LinkedIn, and we have revolutionized television with streaming sites such as Netflix and Hulu.
With the rapid advancement of technology, it starts to feel like the tech of the 90’s such as the basic phone call and email are becoming old hat. But as we start to look at consumer statistics, we notice that the reality is quite the contrary. In fact, now more than ever before, email is a tool that all types of business should be using as a primary weapon in their marketing arsenal. Not convinced? Here are 5 major reasons why email (the tech of the past) is the marketer’s tool for today.
It’s Cost Effective
Nothing gets business owners more excited than the prospect of saving money. For small-business owners, email allows businesses to reach a large audience at a rate of next to nothing per message. This begins to establish it as a better and more efficient choice for businesses than the “traditional” marketing channels. A study performed by Forrester research showed that as of 2014, 85% of retailers considered email as one of the most effective customer acquisition tactics. Pair that with the extremely low cost and you’ve got yourself a winning program that allows business owners to save money without having to compromise quality.
It’s Interactive and Customizable
Now this is where email has other “traditional” marketing strategies beat. In traditional marketing efforts, you are forced into a corner where to place a general ad loaded with as much info as you can fit in front of a broad audience and just hope you conveyed your messaging in a way that leads them to come to you. Email works a little differently.
With print and social media channels, you address your audience rather broadly. Email however, when used correctly, allows you to address individuals using their name, change messaging for location or company, and make sure you get your ad into their personal email inbox rather than sending your ad into the world and hoping someone sees it. Perhaps the best part is that you have the ability to make emails interactive by the means of including action-oriented links to what exactly you’re pushing. This allows you to furlough otherwise over-encumbering information.
Pin-Point the Issues
No more unsuccessful campaigns left with guesswork as to what went wrong. With email, you can track who opened your email, which clicked, and get a list of people who unsubscribed and that’s just the beginning of it.
With Financial Media Group’s email marketing platform: e-Connect, you are also given access to a delivery report which breaks down who received your emails, who didn’t, and why each of those things happened. Through these report metrics marketers have the unparalleled ability to measure what was successful, exactly what wasn’t, and make the appropriate adjustments to shift to more successful following campaigns. Saving businesses time, money, and a whole lot of headache.
People check their email… a lot
Here’s a statistic that may surprise you, a study done by ExactTarget showed that even with all of the new tech available for people to use on their smart phones, 91% of people surveyed said they still use their mobile device to check their email daily. To put that into greater perspective, text messaging got a whopping 90% daily use. In fact, email has a higher daily usage by smart phone owners than anything else people use their phones for. With recent studies showing smartphone owners are spending 3.3 hours a day on their phones, that means there is a whole lot of exposure available for email advertising, and makes for a potentially higher lead-to-close rate than any other marketing medium as demonstrated by another study conducted by Monetate which showed that for e-commerce sites, 4.24% of visitors from an email campaign buy something as opposed to 0.59% purchasing due to an ad on social media.
It simply has the largest reach
A few years ago, Facebook announced that their social media platform had reached over a billion active users. It’s easy to believe then that social media would be the most effective way to reach large numbers of people. This is partially correct in that social media does serve a massive purpose within digital marketing efforts. However when compared to the number of active email users, that number becomes wildly less impressive. According to Radicati Group in a study they performed in January of 2017, there will be more than 3.7 BILLION email users worldwide by the end of the year. And to get a growth comparison rate: the same group reported 1.9 billion users in 2009.
Not only is email not on its way out despite all the new technologies available, it is also larger than ever and expanding its reach at a rapid rate.
It’s time for your business to start getting the most out of your marketing efforts. And that means getting the absolute most out of your email sends. Check out advisordatabases.com (or contact us here to have a quick conversation) and see for yourself how we can not only help you create the right email, but also how we can help you build your agent email list and make sure it gets in front of the right people.