Now, wait just a minute. Before you roll your eyes and say that email marketing is passé and “so three years ago”, consider this: A recent study by predictive analytics firm Custora discovered that,
Customer acquisition via email has quadrupled in the last four years and now accounts for almost 7 percent of customer acquisitions.
Most medium size businesses have spent a small fortune on their websites, yet have given little attention to their customer and prospect email addresses and how these can be leveraged to drive more people to that website. The good news is it’s fairly inexpensive for you to farm these lists and use them to drive revenue.
Consider your own interactions with email marketing. Are you receiving regular updates from stores like Costco, Best Buy, Staples, The Gap, or Dick’s Sporting Goods? Chances are you are a customer or prospect of a company that sends you regular email communications. You probably already know instinctively what makes you open these emails, trash them, unsubscribe or even worse, report them as spam.
Below is a sample of data from Constant Contact showing average email campaign stats by industry.
Even if you are not strictly an ecommerce website, regular email communications are important because they can work to keep you top of mind with customers and prospects. This is much different than your website, which in many ways is passive in its approach. Customers will likely not visit your site monthly to find out “what’s new.” Prospects most certainly will not, but by communicating with them regularly via email, say, once or twice per month, you stand a much better chance to be selected when they finally do make a purchasing decision.
At Tangent, we were recently recognized by Constant Contact as a 2013 All Star company in email marketing, a recognition given to only 10% of all Constant Contact clients. Qualifiers for the award include consistently high open rates (greater than 25%), click through rates, and low bounce rates, plus regular contact with audience, among others. We are pretty chuffed with this recognition and plan to work to maintain it for years to come.
As always, the journey of 1,000 miles begins with one step. You can do it yourself, but if you need help, drop us a line and we can work with you to get started.