Email is still #1 & will continue to be in the Future
Despite recent projections that say email marketing’s ROI is on the decline, it will continue to be one of the most effective marketing tools in one’s arsenal. Obviously an effective campaign requires proper list management, effective designs, well written copy, clear subject lines and in depth reporting. Even with all of this work involved, it is really easy to see why email marketing is so effective: it sits at the crossroad of both old school and new school marketing ideologies.
Both traditional marketers and contemporary marketers can agree that a marketing campaigns success is ‘…all in the list’. Granted traditional marketers have different approaches to getting this all important information than contemporary marketers, both schools of thought are still trying to compile a list of people that want to hear their marketing messages. Whether this is through trade shows, content marketing, inbound marketing, or whatever other fancy strategy you employ at your company; most end goals of marketers is to compile a a marketable (email) list.
Though SEO has been said to have a better ROI than email marketing, it is still more difficult to track your SEO ROI and ROE. Even though email marketing is dropping in ROI, it is still very easy to track and report. You can run tests and have real stats that don’t lie, e.g., Open Rate and Click Through Rate. These are the two reasons I think email marketing is the best option for your company.
It still has a high return per dollar
In 2011 studies have shown various returns per every dollar you invest in email marketing. The report I cited above says that you make roughly $40.56 per every $1 that you invest in your campaign in 2011. Simply put, this is an incredible return, and you can do much better than the average if you properly segment your lists and optimize your emails to encourage your readers to click.
In Depth Reporting
If you have an overbearing boss who is always worried about the numbers, email marketing is definitely for you. Email stats are very cut and dry, you can quickly find out what works and what doesn’t work. You can fine tune your campaigns and run conclusive tests.
Do you currently use email marketing? What Email Service Provider do you use?
[Side Note] Any reader of this blog knows that I am very partial to the inbound marketing strategy, and will begin a blog series for all of you email marketers about different ways to increase your leads as well as recommendations on some tools to help segment your lists properly.