Email is one of the most cost-effective ways to reach potential customers. Better yet, it has an impressive ROI of 4,300% (Direct Marketing Association). Consider that 91% of consumers check their email daily, 66% of US online consumers have made a purchase as a result of email marketing messages and 70% admit they have used a coupon or discount from an email, and you will begin to see its power.
Companies that integrate email marketing into their overall marketing plan will increase their overall digital “footprint,” which will boost their ROI even more. Repurposing and cross posting will save both time and money. For example, blogs can be incorporated into an email newsletter, the email can contain social sharing buttons (which increases click-throughs by 158%) and links to Facebook coupons and special offers can be added to the email with an invitation to “like” the page.
Incorporating and effective email program into the marketing plan can best be done by a team experienced in marketing, design and content creation. Using an email service provider like Constant Contact or Mail Chimp can streamline the process, but must be used by someone who can:
- Design an attractive template that matches the company’s branding
- Maintain a regular email delivery schedule (daily or weekly)
- Develop, repurpose and curate content, including interesting images
- Design ads and coupons that get attention and results
- Add a winning Subject Line (64% of people open email because of the subject line)
- Keep the email delivery list current
- Track and report email metrics to company management
Finally, in todays’ world, optimizing for mobile devices should be at the center of any email marketing plan. While it is important to note that email is the most popular activity among smart phone users ages 18-44, the more impressive statistic is that 64% of decision makers read email via mobile, and 69% admit that they will delete emails that are not optimized for mobile.
At the Word Pro, we have been helping companies with their email marketing since 2007. Call us today to hear more about our email packages, as well as our other digital marketing packages.
