Many professionals point to the premeditated death of email marketing due to the growth of social media and their consequent investment by companies.
However, those who share the opinion that email marketing is no longer effective, forget when this strategy does not work is because the content of the email does not meet the interests of the recipients.
Although it is sometimes difficult to get information about the segments, according to Ascend, 51% of marketers say that the success of this tool is often limited by the lack of relevant information about their contacts.
Another corporate failure is tireless sending of emails, 78% of its recipients claim to have canceled email subscriptions because they are receiving too many (Hubspot 2016). This way, it is important to reduce the number of emails and not always be bombarding people with information about companies.
There is no efficiency without a previously planned strategy. In addition to the content having to be relevant, it must also have some call-to-actions to motivate people to click where we want.
Email marketing has many advantages associated with it. When used properly, it can leverage sales, generate new customers and help in their retention. While social networks first need to engage people so that they can become customers.
Through email marketing you can opt for various communication strategies, they are the following :
• Commercial: These strategies are considered to be the most traditional and are intended to increase impulsive behavior when announcing promotions or a new product.
• Loyalty: In order to retain customers, this type of campaign aims to promote their relationship with the brand or company, in order to generate more sales.
• Informational: These campaigns are intended mainly to inform clients, for example about future events or to get feedback on a particular service or product.
• Location: This is a strategy used to inform people about the location of the physical store, so that they can go in it and become customers.
These strategies associated with relevant content can achieve good results for companies. Unlike to what happens in social media, in email marketing there is a base of subscribers who are already interested in the subjects sent by companies. They can choose whether or not to open and read the emails.
Now in social media, content is filtered by them and do not reach all people. Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. The same study also shows that the buying process happens 3 times faster than in social media.
Statistically, there are indicators that show the growing potential of email marketing. Based on surveys conducted by the Channel Preferences Survey, these indicate that 91% of people access their email at least once a day. Moreover, it is also said that they prefer to receive business information via email.
According to the Fourth Source website, 92% of internet users have at least one email account. That is, practically everyone has email unlike what happens with social media, not everyone has an account, which can difficult and minimize the reach and coverage of the desired segment.
To contradict the rumor that dictates the death of email marketing, according by The Radicati Group, the number of email users will grow to 3 billion in 2020.