Have You Ever Met Anyone Who Loves Email?
You hear it on Zoom meetings and in staff meetings; we all hate email. Many (me) do email on vacation just to not have hundreds or thousands of emails to sort through the first day back at work. At one time, we all hated direct mail that arrived once a day. Now it is electronic and floats in all day.
Yet email is here to stay. And a good email is always welcome in the storm of spam, offers and e-newsletters. In spite of the pandemic and all other marketing put on hold, email increased last year. A new report, The State of Email Marketing, from Validity and Demand Metric/Marketing Charts found that most feel email’s effectiveness is holding steady and 38% say it is “improving.”
Email is not without its issues. Email marketers found that competition in the inbox is increasing. Other obstacles in the research were staffing/resource constraints, low understanding of performance and poorly defined metrics.
Email is a strong sales tool, but it is also one of the best ways to maintain communications with current customers. It is the preferred way to connect with customers to improve customer lifetime value. Marketing Charts says: “Marketers have used several tactics in order to improve customer lifetime value, but one that has been found to be effective is having personalized interactions with customers. Email remains one of the most effective channels when it comes to connecting with customers, with more than half of respondents finding it extremely (17%) or very (39%) effective.” Granted, this email is required to be highly personalized and relevant to the customer to be effective.
We may not love email, but it is one of the best ways to communicate. In fact, many of you receive an email about this blog. And I thank you for the clicks.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.