7 Reasons Why Email is Still Kicking
4. Email is social: While social media is growing, Merkle's View from the Inbox study showed 61 percent of social media users are also regular emailers. As consumers adopt social media, they're not leaving email behind, but rather using both channels. This high degree of overlap also presents opportunity with Facebook Exchange, which can enable campaigns across email and Facebook advertising to be coordinated at the individual customer level.
5. Email is read on mobile devices: Just because consumers are spending more time using their mobile devices doesn't mean they've stopped reading their email. Return Path has forecasted over 50 percent of all emails are expected to be opened on a mobile platform by December 2012. This overlap presents opportunities and challenges in the coordination of SMS and email campaigns to ensure proper coordination of messages at the customer level across the two channels.
6. Email can be triggered: Emails can be sent as triggered messages to consumers in response to their interactions with your brand. Epsilon reports that triggered messages get clickthrough rates 119 percent higher than "business as usual" messages. Building customer-focused, triggered programs is a key way that leading marketers are improving the results of their email programs.
7. Email can be personal: Personalization is sometimes treated like motherhood and apple pie. Few will openly question its benefits, but we don't often measure its effectiveness. Marketing Sherpa estimates that segmented email campaigns can produce 30 percent higher open rates and 50 percent higher clickthrough rates than undifferentiated messages. Personalizing emails is a way to show consumers that your brand understands their wants and needs.
Email isn't dying. Email marketers need to continue to evolve to find ways to use email to its greatest effect in this ever-changing digital landscape. Email's combination of reach, acceptance, effectiveness and capabilities put it in a strong position to help bring together customer-focused marketing efforts now and for the foreseeable future.