There are rumours that email, as a marketing medium is dead. To paraphrase Mark Twain, when he read his own obituary, ‘‘The report of my death was an exaggeration’.
Here are a few facts about email campaigns.
- There are 3.6 billion email accounts in 2013.
- By 2016, the number will reach 4.3 billion.
- 44% of email recipients made at least one purchase last year based on a promotional email.
- 72% of B2B buyers are most likely to share useful content via email.
- 56% of businesses say they plan to increase their use of email marketing in 2013.
- 40% of B2B marketers rated the leads generated by email marketing as high quality.
- For every $1 spent, $44.25 is the average return on email marketing investment.
- 82% of consumers open emails from companies.
Email marketing is not dead; in fact it’s very much alive and thriving. Email campaigns are an essential and extremely cost effective part of any contemporary communication strategy.
Why aren’t you running an email campaign?
If you ask most organisations why they aren’t running an email account, it usually comes down to one of four reasons.
‘We have no database to run an email campaign’
If you don’t have a database, there are techniques you can use to build databases. Our experience is that most organisations do have databases they’ve built up over the years in systems such as accounting systems or rarely used CRM systems. It comes down to knowing what to look for. We can help.
‘We have a database but it hasn’t been updated’
No problem. There are ways to refresh and clean your old databases and even incorporate this into an existing or new CRM system, which will help your sales team. We can show you how this is done.
‘We’ve done emails before and they didn’t work’
Running your own email campaigns can be a bit like doing surgery on yourself; you may get away with it but it’s not a good idea. Your databases are some of your organisations most valuable assets. You have probably spent years and invested countless dollars building them. So why would you chance burning a potential content with a poorly constructed email campaign. That’s not to say those who created the email campaign didn’t have the best intentions. But the fact it didn’t work for you should indicate that the approach was not right.
Developing effective email campaigns are part science, part art. Understanding when how and what to email is important. Doing it in a way that is engaging, entertaining and persuasive is the art of storytelling. Hence, our name ‘Digital Storytelling Collective’.
‘We don’t have the resources to maintain a campaign’
Email campaigns are not your core business. That’s why you should outsource them to have the resources to build, maintain and analyse the effectiveness of your email campaigns.
Is it time to get started your next email campaign?
Done properly, email offers you an opportunity to keep in touch with clients on a regular basis, revitalise cold leads, drive new sales enquiries and drive website participation. The time to start your next email campaign is today. Contact us and find out what we can do to help.