For many small business marketers, email marketing is an afterthought. It’s something they know they must do but just don’t get around to exploiting to its full potential. This results in subscribers receiving bog-standard, dull and inspiring email newsletters (delivered either monthly or to a rather haphazard schedule).
If only marketers could truly understand the real value in their list. Perhaps then we would see more engaging, targeted and, dare I say it, more interesting emails.
Email marketing is not a standalone retention marketing tool. Instead, it should be viewed as the profitable component of all your expensive acquisition marketing (i.e. PPC, SEO, print, direct mail, TV, radio, etc. etc.). It may be the only profitable component. So perhaps it is time marketers moved their focus back towards creating profitable email marketing campaigns.
iContact, the email marketing company for small and medium-sized businesses, have produced the following infographic to help marketers understand the opportunity available to them via their list.
Have you found success with email marketing? Share your comments below.