Why Email Marketing Campaigns are here to stay....

  Email Marketing is definitely NOT dead but there are some helpful tips and best practices that need to be taken into consideration if a company or business' email marketing campaign is to succeed. In today's day and age, email is the most dominant medium used to share information to others.

The Radicati Group reports over 100 billion email messages are generated each day. Considering these mind-blowing statistics, it is extremely safe to say email marketing is alive and present; email marketing doesn't seem to be going away nor does it seem to be in danger of being "deleted" from the Integrated Marketing Communication "inbox" anytime soon.If marketing communications professionals want to continue to drive and increase conversion rates, sales, and revenue through email marketing, they need to consider these informative and enlightening statistics when planning their email marketing strategy:

1. 44% of email recipients made at least one purchase last year based on a promotional email. (Convinceandconvert.com)
2. 33% of email recipients open email based on subject line alone. (Convinceandconvert.com)
3. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report)
4. Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012 Report)
5. 64% of people say they open an email because of the subject line. (Chadwick Martin Bailey)
6. 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior    week. (2012 Blue Kangaroo Study)
7. Monday emails had the highest revenue per email. (Experian 2012 Q4 Email Benchmark Report)
8. 27% of consumers were more likely to say their favorite companies should invest in more email. (ExactTarget)
9. Emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse)

11. 82% of consumers open emails from companies. (Litmus)


A thorough understanding of these statistics will push marketing professionals closer to their loyal as well as prospective customers. Marketing professionals can also  ensure that email marketing is kept alive in this saturated media place through technological evolution. By this, I mean marketing professionals need to make sure their email marketing campaigns are up to bar with the latest technological platforms that are able to receive emails. Studies show that email is the primary reason why 79% of people are using smartphones. This statistic along with the fact that 69% of smartphone users and 71% of tablet owners indicate that direct emails from businesses influence their buying behavior reveal why it is extremely important and necessary for marketing professionals to have email marketing campaigns that are mobile/tablet friendly. The majority of us are almost always "on-the-go" so it is no surprise that we check our emails on our smartphones. Marketing professionals need to make sure that their emails have mobile friendly layouts that are easy to navigate and read as well, since this is the platform in which  the majority of their consumers will be receiving the email.

Alongside those best practices and tips, it is also necessary for emails to be relevant and personalized/customized to the reader (when possible), consistent with brand identity,  address who the company is and why they matter, explain what the companies' offers are and why those offers are valuable to the consumer, provide a call to action, incorporate compelling images, and contain social buttons so that their message can be magnified to a wider audience. The Implementation of social sharing buttons and links in emails is a FREE way for marketing professionals to reach a completely different avenue of potential customers without having to put forth any effort. Social sharing buttons also make it easier to pass the "message" along to other potentials who may be interested in what that company or business has to offer.

At the end of the day you want to be able to push the contents of that email out to as many people as possible. By incorporating social sharing buttons, one is destined to accomplishing that objective.
With most of us relying heavily on emails to provide us with the most up-to-date information and news, it is definitely necessary for businesses and companies to keep email marketing as part of their Integrated Marketing Campaigns.



As I mentioned earlier, in todays day and age we are always on the go and because of this many of us would be hard for marketers to effectively reach if it weren't for our smartphones. For that reason alone, I believe it necessary for marketing professionals to continue to use email marketing campaigns. As long as they ensure those emails are mobile compatible and friendly, I believe they are making a good choice by continuing to use emails to reach out to their audience. At the end of the day, studies only predict that the number of emails an individual receives will only continue to rise and checking our email is as much of a part of many of our daily routines as is breathing air.