Email marketing delivers “best ROI against other online marketing”
Email marketing is still the most useful and effective tool for promoting business, providing the “best ROI against other online marketing,” according to Gadget Magazine.
Provided it is targeted individually at the person receiving it, email marketing offers “enormous reach and flexibility”, claims marketing professional, Richard Mullins, “We do need to use it in a more engaging and sophisticated manner if we are to make the most of its potential in a socially networked world.”
“There are higher email volumes than ever before, which means that content needs to be highly targeted and relevant to break through the noise. Email still plays a central role in most users’ online lives.” Mullins says, “[We] need to tap into the psychology of the online user who likes to be first with important news, or interesting special offers.”
A recent study, published on MarketingSherpa, showed that the most common challenge for email marketers is “targeting recipients with highly relevant content,” cited by 68 percent of marketers, closely followed by “quantifying email marketing ROI,” says 44 percent.
However an additional study undertaken in the USA has shown that email provides the most ROI when compared to other online marketing methods, such as social media. The importance of integrating email marketing with social media should not be underestimated, however, with Mullins suggesting that companies allow customers to “share email promotions via Twitter and Facebook,” making it simple and easy to do.
“[Email marketing] involves a developing a deep understanding of your customers and what makes them tick. What sort of information will a specific kind of customer welcome, act on, and spread. You need to know the answer to that question,” concludes Mullins.