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How marketers are grasping back to email marketing

If you are a frequent visitor of news sites or blogs about digital marketing, you'll have noticed that this sector is rapidly evolving. Every day different sources announce the ‘next big thing' in digital marketing, but only few can really push through. Remember new possibilities like the QR codes? We massively adopted them, only to turn our backs on them once the analysis revealed that they're just a minimal traffic generator. Not to mention the fact that they look absolutely dreadful in a design.

But not all of these phenomena go down the drain. Social is and should be a part of any strategy, just like extensive data analysis is indispensable if you want to be successful. However, there is a new trend on the rise. Marketers who have neglected email marketing investments the last couple of years, are now rethinking their decisions. Recent studies have shown that a significant amount of innovative American companies are shifting their budgets back to their email marketers. The main reason? Email is still the strongest driver for ROI.

And that's a fact. Over the years, multiple new approaches and techniques have been tested, but none seem to yield the same revenue. So, it's fair to say that the 'email is dead' proclaimers lost the battle. Email marketing is very much alive and kicking, still growing and rapidly reclaiming its position as a top digital channel.

But, obviously there are other reasons why email is still such a relevant channel. 
Here's our personal top 5.

ROI

3 rock solid letters your boss is probably hammering on, day in day out. The difficulty in email marketing is at the same time its strength. Because you can accurately measure the complete lifecycle of each individual contact, you can't hide the black on white results. On the other hand, if you do it successfully, email is one of the easiest channels to calculate your exact ROI.

Data ownership

A very important driver for long-term success. When you have your own database, you are becoming platform-independent. Which is imperative in any strategy. This means that no matter which way the market is heading, you can always plug in your database and continue.

Flexibility

Picks up where the above paragraph ends. As you are controlling the communication, you only have to take legislative guidelines into account. It gives you the freedom to build your program and design any way you please.

Email is an online backbone

Most of us have multiple email addresses, which we check regularly, and which we need to perform other online tasks (account verification, login procedures,...). In all honesty, do you really know someone who doesn't have an email address?

Mobile penetration

Mobile is a blessing for email marketers. This may raise an eyebrow, but it's true. People stay connected wherever they go. As they're keeping their inbox in their pocket, it raises your chances of reaching your target audience at any given moment. And because still not all brands are offering a relevant mobile experience, this leaves an interesting opportunity gap for you to fill...

Conclusion

Email is reclaiming its rightful place in the marketing mix again. It's up to us email marketers to take the opportunities left by other channels to turn the ROI up a notch.

Posted on
Jul 10, 2013