Email might seem like an antiquated practice, however current data is revealing that it is actually almost 40 times more powerful than Twitter and Facebook combined in terms of acquiring new customers. The simple truth is that not everyone uses every social media outlet. Some prefer Pinterest while others are diehard Instagram fanatics. The one thing they all have in common is email. There is no way to function on the internet without a valid email address, keeping it a steady and reliable marketing target.
- Of all US consumers, 91% use email on a daily basis.
- Emails get more customers to buy products three times more than social media.
- The order value of purchases gotten though emails averages out to be 17% higher than through social media.
- Since 2009, email has been growing as a way to acquire new customers, hitting 7% in 2013.
Using email to bolster your sales isn’t as easy as mass spamming, though. With today’s technology, you should be using email as a legitimate way to begin creating personalized messages. If you have an email database, and you should, you know what people buy, when they buy it and how much they typically spend. Begin putting in parameters for your automated emails that send targeted sales to those most likely to take advantage of it.
Businesses miss the mark with email marketing when they don’t have access to the metrics of an email campaign. There are more metrics than just “open rate” to look at when analyzing an email you’ve sent.
What was clicked on, who clicked on it, what time they clicked on it, what device they used and how often they looked at your email are basic metrics you need to review. Then, also review how often it was shared on social media and on which channels (your email program should have all that) along with any bounced emails or unsubcribes or even spam reports. Refrain from being romanced by the “open rate” that is one metric and it’s absolutely not the best one to measure since an email can be tracked as “open” when all that happened was that it was “touched” when someone swiped past your email to get to one they really want to read.
Email campaigns are rich with metrics and data on your customer’s behaviors and preferences. No other media platform lets you do this. Take advantage of it to keep your business growth heading upwards.