Email Marketing Isn't Dead, but How Can Marketers Keep it Alive?
With so many other ways to directly communicate with consumers (think social media, SMS, etc.), some brands have shied away or reduced their use of email. Marketing is expensive, and some brands may not be able to accurately measure email's return on investment, thus lessening its value. Flooding a customer's inbox with promotional emails, they might think, is outdated and annoying.
Well, think again. According to a new report from Yesmail, the "never active" segment of email databases fell below 69 percent for the first time despite an increase in inbox volume. In simple terms, this means that although subscribers were receiving more emails from brands, they were more receptive to them. In general, this year's second quarter was a time of firsts for email marketing in several different aspects:
- the highest number of emails per opener was recorded — consumers opened an average of four brand emails per week;
- for the first time, more than a quarter of all email-driven purchases were completed on a mobile device; and
- smartphones accounted for more mobile revenue and mobile purchases than tablets, another first.
Email marketers are clearly doing something right, but how can they keep subscribers engaged? In short, they should focus on smart and targeted email programs and supplement them with communications in other channels.
Email marketing doesn't need to compete with other channels to get a customer's attention. For example, social media and email can work together to achieve optimal results. Marketers can take advantage of this relationship by doing something as simple as including social share buttons in their emails. Incorporating live tweets or other social feeds into an email is another low-hanging fruit.
Both of these options encourage subscribers to share on the spot, and enable brands to reward their subscribers for doing so. If a customer shares an email promotion on a certain number of social platforms, for example, the retailer can grant him or her additional deals, savings, etc. Blending social media with email marketing creates customer incentive, builds loyalty and spreads brand awareness.
Related story: Improve Inbox Placement to Guarantee Better Email ROI