SPAM. Even just hearing the word makes you cringe.
Spam email is an irrelevant and non-personalised form of bulk advertising that is unsolicited by the receiver. For many, this online communication is simply unnecessary and undesirable. But, for the sender, it is a cost effective way of distributing mass amounts of marketing material to current and potential consumers.
As of June 2016, 55.7% of email traffic was accounted as global spam. While the volume has decreased significantly over the past two years (in April 2014, 71.1% of worldwide email traffic were spam messages), for most consumers it still remains to be extremely frustrating.
While spam is bad news for everyone and has tainted many forms of online communication, don’t give up hope just yet! Email marketing is still a viable and powerful tool businesses should be utilising.
Why? Well here are a few reasons:
These statistics are certainly convincing, but the winning element of email marketing is its high ROI, which delivers the highest ROI when compared to other platforms.
Interestingly, it was also discovered that when trying to grow a business, acquire new customers, launch a product, or offer a promotion, email marketing was once again the winner. Unlike social media platforms, such as Facebook and Twitter, email marketing was 40 times more effective in acquiring new customers!
Unmistakably, email marketing is an effective channel that can enhance businesses marketing objectives, but it is important to distinguish between sending meaningful content to consumers and spam. But if you’re going to successfully go down the path of email marketing, make sure that the email is tailored to your consumers likes and preferences as 58% of consumers would not open an email if they thought it was irrelevant to them or their needs. Or, in other words, if they thought it was spam!
What are your thoughts? Let me know and pop a comment below 🙂