Email Marketing: 40 Years Young and Still Going Strong!
Hard to believe, right? But it’s true! The very first email marketing message was sent in 1978 by Gary Thuerk promoting Digital Equipment Corp. Even way back then, email produced results – it generated $13 million in sales! Flash forward a few decades and the ROI for email marketing – even with all the other digital platforms now available – is still impressive with a median ROI of 122%
Are you still not convinced about the advantages of implementing email into your marketing mix? Well, let’s go over a few important reasons to bring email on board. After all, next week National Email Week:
1) Your Prospective Students Are on Email
In fact, more than 230 million Americans are active on email and that number is expected to grow to over 250 million by the end of 2019. To give you a perspective of how many people use email – the entire US population is around 320 million, which means over 70% of our country is actively using email.
Young people are especially attached to email. They’re apt to engage with email no matter where they are, including in bed, watching TV, working out and even visiting the restroom! According to survey results, people between the ages of 18 and 34 are only increasing their time on email.
Email personalization has grown leaps and bounds over the years. Big data and improved technology allow marketing managers to target their messaging to the specific interests of their subscribers from the simplest terms of addressing your subscriber by name to showing imagery that resonates with their educational interests and even gender.
Carefully curated data, strategic segmenting and technical buildouts can turn your email from spam to personalized emails that feel like one-to-one communications. Plus, by implementing automation into your campaign, you can limit your day-to-day management commitment.
3) People Prefer Email
According to research, 74% of people prefer email to other forms of communication such as text message and social media. Email allows recipients to engage on their terms and when they’re ready. Recipients can simply delete (but hopefully not!), file it off in a folder for later, forward to a friend or reply. It’s not like an ad – tv, radio, search – where it’s there one minute and gone the next. Furthermore, recipients often have control over the frequency and the specific content they receive from a marketer, providing them more control over the medium. And offering this content control through preference settings can be a great way to keep a subscriber active – instead of simply opting out because three emails a week is just a bit too much for the subscriber. Let them select to receive one email a week instead.
4) It All Comes Down to Money
Email has consistently proven to be more cost effective, providing a better ROI than other marketing channels including social media, direct mail and paid search. In fact, a recent study reported that email marketing had over four times the ROI of social media, the nearest medium covered in the study.2
Part of the reason that the ROI is so impressive is because of the minimal expense associated with reaching such a broad audience. The expense of your marketing campaign comes down to a number of different factors including the complexity of the overall strategy, the design and the email service provider being used to execute the strategy. However, most companies spend anywhere from 0-20% of their marketing budget on email. How much do you dedicate?
Are you convinced yet? Are you ready to invest in a comprehensive email strategy? Connect with our team of email experts including data geeks, copy writers, designers and automation gurus!