…and the internet killed pretty much everything else.
A recent study conducted by the Chief Marketing Officer Council found that 64% of consumers find that promotional offers account for the bulk of the email and direct mail they receive and that only 41% consider them must-read brand communications. Of the opt-outs, 46% cite relevancy as the primary reason they no longer wish to receive that brand’s messaging. With inbox growth expected to double or triple within the next five years, how can you stay ahead of the curve (or at a minimum catch up)?
The first and last rule of email marketing: Stay Relevant
What do you know about your database? If the answer is “not much” then you have some work to do. Email marketing has evolved to a place where you no longer need to position your brand and message to the lowest common denominator. There’s no longer a need to simply say everything to everyone (and there hasn’t been for a while now) when you can say something to someone. Technology has enabled us to deliver extremely relevant information based on behavioral, demographic and psychographic information. And, most importantly, consumer choice.
Instead of inundating inboxes with branded “stuff” develop your online relationships and truly engage your consumers with meaningful, beneficial and segmented content. Imagine what happens when you take your email marketing to the next level. Increases in open rates and clicks, decreases in opt-outs and spam… what more could you ask for? The added value of this approach not only deepens the relationships you have with your regular users, but has the potential to re-energize and engage your less active users.
PowerPoint at its finest
So where’s the ROI? With the right acquisition and retention programs you build scale. With scale and proper motivation your database is no longer a faceless group of people referred to only in opens and clicks, rather, a powerful resource to leverage at a moment’s notice.