With the rapid growth of social media marketing, content marketing and even the resurgence of using direct phone calls for marketing, there are some people worried that it will reduce the effectiveness of email marketing. Email marketing has been one of the most effective tools for marketers for many years. Despite the addition of new marketing tools, and the changing way people are reading their email, however, email marketing is still the most effective option out there, according to a new survey.
The Email marketing Census 2014 surveyed marketers across many industries to ask them to rate their different marketing channels based on return on investment. Email marketing received the highest score out of all the marketing techniques used, with 68% of those who responded to the survey listing it as good or excellent. Later in the survey the marketers attributed, on average, 23% of their total sales to email marketing efforts. This is a jump of 5% from the same survey in 2013, indicating the effectiveness of email marketing is actually growing, despite the new competition.
Of course, each industry will have different results. Information marketers, for example, will likely rate email marketing higher than someone in the automotive niche. For virtually every industry, however, email marketing can and should play an important role. For some markets, emails can lead to a high percentage of immediate sales. In others, it is primarily used to develop trust and build a relationship for sales to come in the future.
The most important thing for all marketers to keep in mind is that email marketing needs to be used properly in order to be effective. What really can’t be denied, according to this survey, is that email marketing should be an important marketing strategy for all businesses.