November 14

Why Email Marketing Is Still Relevant

By Danielle Gillette

Social media may be all the rage nowadays, but that doesn’t mean you should abandon your email marketing campaigns just yet. A recent study by the Radicati Group found that there are 3.3 billion email accounts worldwide today compared to just about 2.7 billion active social networking accounts (PDF). Odds are good that your customers are among the 3 billion plus with an active email account.

With email campaigns, you have the advantage of being able to be specific in your messages. Categorize your customers into lists based on their interests and information. That way when you send out your latest promotion, you can be sure it’s getting to the most relevant customers and getting the best results.

Statistics show that 82% of smartphone users check and send emails on their phones and that 56% of smartphone purchases were triggered by receiving a marketing email on that device. Smartphones and tablets are making it easier to access email any time, any place, and consumers are doing exactly that – so make sure your emails are mobile-friendly!

People who sign up to receive your emails are more likely to be interested in your brand and want to purchase from you, so it’s well worth it to keep in contact with them. Remember the rules of content marketing, though, and always make sure your emails are providing value to the customer. Try sending email-exclusive deals and promotions, or send a snippet of your latest educational blog post that they can read more of on your site.

Where do you stand on the importance of email marketing? Tell us in the comments or on Twitter:@BlueWaveBuzz

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