2014年1月13日 星期一

Show me the amazing power of email marketing !

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What do you think about Email Marketing?

1.      Purchase a list and blast
2.      Blast promotion poster with a rented list


Concept of email marketing
Many marketers perceive email marketing in these two ways. These two perceptions turn email marketing as useless and ineffective marketing tool. Blasting without recipients’ permission will break your brand image as no email users want to get messages from unknown and unauthorized party. Not only will you breach the Unsolicited Electronic Messages Ordinance, but also being reported as SPAM. Once you are regarded as SPAM by Internet Service Providers and mailbox providers, your domain will be seriously affected. Also, your email will become SPAM if you only include a promotion or sales poster in the email. Users may not read your email if the email clients do not auto load images. Let’s forget these two concepts and know the true power of email marketing.
 
Amazing power of email marketing
 
ROI of email marketing

As a two-ways communication channel, email marketing can generate highest return on investment [ROI] among online marketing tools, say $40 revenue for every $1 investment.





Engagement ladder

A smart marketer can build up his / her brand and customers’ loyalty thru email marketing with extremely low cost (say, HK0.05 for 1 email sent on average). By listening and responding, you will reach the top of engagement ladder: word-of-mouth marketing, which is nearly free and the most effective marketing strategy. The utilization of email marketing maximizes your business value and optimizes the audience relationship.





Sales & leads generation

No words needed to prove the sales power of email marketing. Let’s see the statistic.
Sales power of email marketing

66% of consumers have made purchase after receiving compelling promotional email. Do not ignore the long tail of email marketing too. 25% of the sales generated by an email campaign take place more than 3 weeks after the release of campaign. This means the revenue generated by one email campaign is not one-off, but is long term. The sales power of email marketing is astonishing and lasting.

Comparison with other social media (Facebook & Twitter)

Here is a case study showing the astonishing power of email marketing.

The founder of AppSumo, Noah Kagan, had sent a tweet to 13,000 Twitter followers. Only 109 clicks were induced and the click-through rate was extremely low as 0.8%.


Comparison with Twitter






(Macdonald, M.)

However, when he sent the same information via email to 3,547 users, the eDM campaign got 882 clicks and achieved 24.8% click-through rate.

Power of email marketing





(Macdonald, M.)


Regarding Facebook, only 16% of fans could read the updates. It is because Facebook adopts a policy that it would not update every feed of your fan page. You will have to spend extra budget on online marketing if you would like to update your fans on Facebook.

It is an obvious experiment showing the true power of email marketing. Email is a must in online marketing world. No matter which social media you adopt for emarketing, emails would be the ultimate personal touch space for loyal engagement.

Yet, many emarketers may still regard email marketing as useless and troublesome promotional tool. Why? To reap the harvest of email marketing, you must sow it with effort and smart strategies. I will share more effective email marketing strategies in the next blog.

Stay tuned for the amazing power of email marketing!


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Source:
Alchemy Worx
Direct Marketing Association
ExactTarget
Macdonald, M.

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