Email marketing’s popularity is attributable to its low cost, high ROI (Return-On-Investment) and focus on customer retention. While the economic crisis will force retailers to cut back on many important marketing and technology initiatives, email programs will survive relatively unscathed. Email marketing has remained a staple due to its cost-effectiveness, highly measurable results and flexibility. At a fraction of a penny per message, the value of an email campaign compared to an expensive direct mail communication is substantial. However, getting the most from your email marketing campaigns during tough economic times may require a different approach than what you’ve done before. Also, in email’s favor is its measurability. Marketers can quickly and effectively measure who is responding to messages, which promotions work best and so much more.
Today, with the growing reach of the Internet, broadband connectivity, search engines, social networks, and increased demand for Smart Phones, we have arrived at an era on which the consumer is truly the manager. Taking into account that technology has to facilitate things, but it is not everything, advertisers have to give the consumers the value they demand. Looking forward, some of the most exciting possibilities for email marketing are appearing in social networks. The social inbox, for instance, promises to provide an integrated view of a user’s email and other communication channels. Email marketing data offers incredible segmentation power and the ability to take advantage of small audience segments that might otherwise be financially or technically difficult to reach. Developing a good email marketing campaign is the key factor to the success of your business.
Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.