The Death of Email Marketing is Greatly Exaggerated!
The the main thing when it comes to our marketing efforts is how well they convert, that is, succeed in getting us the actions we desire, whether that be opt-ins to a mailing list, direct sales, click or other responses. Over the years, email marketing has been a staple in this regard, providing new customers and sales. Recently as the interest has shifted to the far more fascinating and sexy world of social media marketing, email has sometimes become the unloved stepchild, and largely forgotten, at least so far as popular marketing methods go.
That is what we call, a HUGE mistake!
While decidedly not as "new" and exciting as the latest social media darling may be, email continues to perform at what can only be termed as outstanding levels! A major new study by Custora sheds a lot of light on just how rewarding email is in the hands of smart marketers. Rather than being in decline, customer acquisition using email has quadrupled in the last four years, and that these customers were at least 10 times as valuable as those originating from either Facebook or twitter. This is due in no small part to the fact that we are much more used to seeing marketing show up in email, while it's still fairly new to social media. With time the social media platforms may in fact prove useful in this regard. It's just not happening yet, so you would be wise to allocate your marketing activities accordingly.
How to parse your marketing efforts
Since email still leads to an ROI in excess of $40 for every $1 spent, while social media continues to be mired well beneath $1, you'd be wise to use your assets accordingly. One terrific use of social media at this moment in time is to funnel prospects onto your email lists, by offering a taste of what your brand is about, and saving the selling for email down the road. The bottom line here is to not subscribe to all of the hype about email being a dead marketing channel. That could be a very costly misstep!
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