The Answer is Always Email
If you’re reading this it’s too late
Walking down a crowded street in 2017 your chances of being hit by a bus are higher than making eye contact with another human (*supporting data not found). Why? Because at any given moment everyone’s eyes are on their phone, in fact there’s over a 50% chance that you’re reading this article on your mobile device 1.
Marketers are constantly jockeying for position on user’s mobile devices, leveraging competitive, expensive ad space in top-performing apps. But aside from text messaging, email is the most widely used mobile app across all devices, with 86% of consumers using their mobile device for personal email 2.
“Send me an email” is one of the most common conversation sequiturs we encounter each day, as people defer information to their inbox to then be consumed at their leisure. We willingly hand out our email addresses to retailers, apps, and really anyone who asks, if it means a valuable discount, or exclusive user access. 72% of people prefer to receive promotional content through email, compared to 17% of users who prefer social media 3. While social media channels offer valuable promotion and often stimulate brand conversations, email marketing is far more effective at both customer acquisition and conversion.
Because of the pervasive consumer use of email, email marketing has become a viable channel for all brands spanning industries from airline travel to pharmaceutical healthcare. It’s a versatile tactic that can be leveraged to accomplish any number of business goals from brand awareness, to product promotion and ecommerce sales, and must be accounted for in a brand’s marketing mix. It drives more conversion than any other marketing channel, including search and social, and its effectiveness only improves as email campaigns become more segmented, user-targeted and triggered.
Like an awkward teenager, the world of email marketing is one that is constantly growing and changing, so be sure to check back with us as we continue to explore best practices for database segmentation, progressive profiling, email development and deployment in greater detail. In the meantime keep your eyes on your inbox, unless you’re crossing the street.
Follow us, FORWARD…