The average British household gets many emails every month. All are carefully worded and temptingly designed to persuade you into opening them and shelling out: a revolutionary face cream waiting for you to try, a financial institution after your money and a charity eagerly looking for a donation. Response rates are surprisingly high, with 72 per cent of companies surveyed at the beginning of 2011 described return on investment (ROI) as excellent or good. So why and how does an email marketing solution work?
Email is a popular means of communication
A recent study reveals email is rated as the most popular and the most frequently used Internet application. There are more than half a billion email boxes, with the number skyrocketing every day. According to estimates, 96 per cent of web surfers stay online because of checking email boxes and 34 per cent check them consistently during the day. Besides, a great many companies prefer email to other forms of communication including phone calls and postal mail unless it’s an important document to be signed.
An email marketing solution is cost-effective
Businesses using electronic messages are reported to cut down on mail expenses, since neither printing nor postage fees are needed when email is forwarded to the customer. A traditional mail costs £1-3 per recipient and can take a good deal of time to complete, whereas an email costs peanuts and can be delivered within a few minutes or seconds. It is estimated that the return on investment in emails is 40 times bigger than in postal mails. When it comes to TV commercials, an email marketing solution is the obvious winner regarding expenses. A few seconds of a TV commercial broadcast during prime time may cost you a fortune.
Email marketing is a strategic game
Email marketing is more about having customers that want to hear from you rather than having lots of contacts that ignore your email. Ideally, when subscribers see your message in the inbox, it should be the first thing they click on. For most companies, it’s hard to achieve this especially when they send daily mail without any news. The average subscriber receiving lots of newsletters usually open them when there are more than 5 unread messages in the inbox or when they haven’t received any email from family and friends to read or respond to.
Having considered customer behaviour, a number of companies have adopted a novelty email marketing solution based on delay. At some point, they start forwarding email not so often as they did before, making customers look forward towards the next message. Certainly, there is always temptation to send more newsletters but overloading subscribers with mail can force them to opt out. This approach has been a success with some companies concentrating on a consumer-oriented policy.
Email marketing as an industry has been an impressive performer in the recent years. The amount spent on adopting an email marketing solution has nearly trebled, and email now comes third after television and the press on the list of the most preferred advertising media. Techniques have been gradually gaining status and recognition for its effectiveness. The main players tend to be financial services, travel agencies and shops that use email as a constant reminder of their products and services and a contributor to a strong business-to-consumer relationship.