With the onset of social media and its advertising opportunities, marketers would do well not to forget email marketing – still the most effective digital marketing medium today.

91 Percent of all US consumers still use e-mail daily*

Email marketing has long been considered by some as the “outdated” and slightly embarrassing uncle of the digital advertising family. While successful, it is old and steadily being outshone by its hip and trendy new cousins. Social media advertising have hit the digital advertising world by storm and illustrated how many new and creative advertising opportunities are available to track our consumers throughout their daily lives. But while social media is still in its infancy, there are many valuable insights available on digital marketing’s oldest marketing medium, helping brands better define and refine their strategies for a better end result.

77% of consumers prefer to receive permission-based communications through email

Email marketing owes its effectiveness to its permission-based nature. In sharp contrast to traditional media, email marketing allows users to choose whether they wish to receive communications from your brand. These are users who have ‘bough into’ your brand and they are listening. By carefully managing your opted in database you have a dedicated customer list of people who want to receive offers and communications from you, resulting in higher click through rates and less wasted budget.

24/7 Email access on mobile devices

Another reason why email is now a more powerful customer-acquisition tool is the continuous access to mobile devices. Users now have 24/7 access to their email, enabling them to read, respond and purchase online. Strong email offers in your user’s inbox is now just as likely to be seen after hours and can generate sales through its relationship with ecommerce. However while mobile devices are giving your clients access to email, it also giving them access to social networks so it is important that your email is optimised for mobile and still connects to your social media accounts in order to create a fully integrated digital marketing campaign.

5 Reasons why you should leverage email marketing

  1. Studies show that there are more than 3.2 billion active email accounts today.
  2. 91% of those 3.2 billion check their email at least once a day.
  3. Email marketing campaigns can be measured in detail through open rates, click-through rates and conversion rates.
  4. Databases allow targeted mailings to specific audience groups i.e. by gender, income and interest – helping to communicate meaningful and relevant offers to your customer base.
  5. International studies show that for every $1 spent on email marketing, $44.25 is the average return on investment. Accordingly to the Direct Marketing Association, that’s a 4 300% ROI**.

* ExactTarget, 2012 Channel Preference Survey.

** ExactTarget, Experian, Copyblogger