E-MAIL MARKETING CAMPAIGNS
As you start spending more time on marketing activities, you'll quickly realize that social media will not capture your entire market. First, not all your prospective clients utilize social media in the first place, and even if they do... they certainly won't all be your current "friends or followers" already. As we begin posting our content on social media, we quickly come to this realization: our postings are not "guaranteed" to show up in our friends' news feeds - because each social media platform has unique and ever-changing algorithmic conditions.
And that's precisely the reason WHY social media cannot be your whole marketing strategy. When utilized properly and effectively, e-mail marketing campaigns can become quite valuable when looking to increase your reach and draw more people to your actual website.
As a vital element of your marketing strategy, you'll choose the types (and frequencies) of communications that will be needed. All pricing is completely customized and will be quoted based on the complexity of campaign. Individual e-mail campaigns can range anywhere from $75 to $500 per communication. Schedule a free, 60-min Clarity Session to learn more!
But Isn’t the Concept of E-mail “Dying”?
E-mail Marketing has one problem, it’s not as shiny and sexy as Social Media.
Fortunately, that’s the only problem. Because when it comes to comparing them as marketing vehicles and return-on-investment, e-mail is by far the most effective way of directly affecting your bottom line and actually growing your business. Here are 8 reasons why:
There are over 3 billion e-mail accounts today. 95% of online consumers use e-mail and, 91% check their e-mail at least once a day (Source: Exact Target). There is simply no competition. More importantly, it’s such an integral part in our lives, no human being walks around saying “I’m quitting e-mail.”
The concept of reach is completely different between social media and e-mail. In social media, we usually talk about “Potential Reach” to refer to the number of followers. Granted, email is only opened by a fraction of subscribers, but here’s the difference, the actual message will reach its destination, then the individual has the option to not read it.
3) Life Span
In a recent study, Wisemetrics (via SproutSocial), revealed that 75% of Facebook post impressions or the “reach” happens in the first two hours. The life span of a Tweet is even shorter, with its popularity being predicted in the first five minutes. But e-mail doesn’t die on its own, it needs to be killed. E-mail sits there inside your subscriber’s inbox waiting to be acknowledged, even if it’s just to delete it, it requires of an action to end its life.
Even the simple task of tracking traffic from social media is complicated. E-mail, on the other hand, has a solid set of metrics that have been the standard for years: Growth, Open Rate, Click Rate, Complaints, Unsubscribes, and you can take it from there and even track sales and revenue. A simple formula can tell you what the monetary value of your email subscriber is. Good luck figuring out the value of your Twitter follower.
It is a beautiful thing that e-mail and social media are friends, especially Facebook. If you’re failing to see these potential connections, you’re probably wasting great opportunities not only for growth but to establish cross platform initiatives.
Over 75% of consumers admit they prefer email as the method to receive promotional content, while only 4% prefer Facebook. Let’s think about the natural perception users have for different networks and how that affects conversion. Facebook, for example, is viewed by the average user as a place to connect and interact with friends and family. I never heard anybody say “I can’t wait to see what McDonalds put on Facebook today”. E-mail is perceived differently, perhaps due to its privacy or simply because we’ve grown used to receiving promotional items in the mix with other types. In a recent study by Blue Kangaroo, 70% of recipients said they’ve used coupons and discounts from promotional email.
Over 60 percent of e-mail messages are opened in mobile devices. Not everyone waits to check their email from a laptop or desktop.
E-mail has the power to send one piece of content to thousands of people and still have some level of personalization. But that’s just the tip of the iceberg, “Segmentation” of your list allows you to separate subscribers in different groups to send highly targeted messages depending on actions taken or specific times.
Therefore, email is the only channel of communication that remains private, that is a direct connection between you and your prospect, and most importantly, it has an opt-in process that turns it into the purest form of Permission Marketing.
I love social media but, as they say, the money is in the list…
Where are you going to do today to improve your e-mail marketing efforts?