By Nick Cassells
Social media and smart applications have turned the digital marketing arena upside down - leaving
some of the old tried and tested tools for lead generation out in the cold. For many, email marketing
is looked on as out-dated, slow and clunky, spammy, and just plain inefficient.
But what many marketers fail to realise is that email marketing techniques have continued to get
better and better and recent research shows it is more efficient than social media. The research
company, Custora, found that over the last 4 years’, customer acquisition via email has increased by
400 %. Search engines still remain the most effective way to boost lead generation but they found
that big names like Twitter and Facebook lagged far behind.
But perhaps the most research interesting finding is email marketing also boosted conversions.
According to Custora, email customers are 11 % more valuable than average. Organic-search
customers are 50 % more valuable than average. Facebook customers are average, and Twitter
customers are 23 % less valuable than average.
So what makes email marketing so productive?
1. It is permission based
You are already one step into the selling cycle. It is likely the email recipients in your campaign have
already freely given you their email address. They are therefore likely to be in your target market
and are happy for further contact to take place.
2. Direct perpetual contact
There are so many channels of communication available now online that it all becomes a little
bewildering. The point about email is it is central to online communication. Whereas not everyone
may check Facebook and twitter accounts all the time – email is always on. With the coming of
mobile it is always available too.
3. It’s easy to customise and integrate into other marketing campaigns
Email marketing can easily be adapted to fit into parallel online campaigns. It is a form of
confirmation, latest news, recommendations and information. It enhances brand awareness and
loyalty and is a way to keep prospective clients on board.
4. It’s inexpensive
Email marketing allows business owners to reach their target market for next to nothing. Where
budgets are restricted, this makes it a better choice than traditional marketing channels like TV,
radio, or direct mail.
5. Spam is history
Well, spam is never going to go away but thanks to better email filters spam can be very
conveniently left in the junk folder. In turn, permission based email campaigns are not considered so
much as irritating and suspect as informative and useful.
To fully understand email marketing and how to use it to effectively complement your digital
marketing strategy, you may consider undertaking a professional qualification such as the
Professional Diploma in Digital Marketing.