Targeting Consumers With Email

Email is considered to be the granddaddy of digital marketing tools.  Just because email has been around for a while, doesn’t mean that it has lost its effectiveness or become passé. Email remains one of the most effective and efficient ways to develop a loyal customer base.

• Email open rates continue to climb – In Q4 2011, 21% of email was opened.  In Q4  2012, open rates climbed t 24%.  That’s equals an annual increase of 15%

• While total email click rates have fallen slightly, the amount of unique clicks climbed in the past year

• The average sale that comes from an email offer is just over $180.  That’s an increase of 12% from last year.

•Bounce rates for email are falling as well.  The current bounce rate is 2.3%.  That’s down 28% from last year

• Unsubscribe rates are also on the decline.  Year over year, the unsubscribe rate has fallen roughly 17%

What Does This Mean To You?

The reason email is such an effective marketing tool is the target-ability it provides.  The more relevant your offer is, the more likely a consumer is going to open it and the more likely they will make a purchase.
Think of your email communication as content.  They message has to be important enough to open and be read.  The juice has to be worth the squeeze.  The closer your email marketing campaigns are tied to your CMR system the better.  By knowing what consumers have purchased and how much they’ve spent lets you construct offers they are more likely to respond to and by featuring products or services they are likely buyers of makes the email valuable to the customer.  The more important thing to remember with email is that the person who get’s it, shouldn’t be surprised that you are sending them something.  Don’t farm email addresses from social websites, don’t harvest them from search engines and don’t SPAM.  The most successful email campaigns are organically created.  For more information on email campaigns that deliver results, please contact:
Al Fiala

Source: eMarketer; CheetahMail


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