Embracing Email

Is your email inbox the bane of your existence? We are inundated with email. So much so younger generations are letting the medium go the way of the cassette tape, and digital marketers have been predicting its demise for years. But like its predecessors, email marketing can serve many purposes. And for the same reason you still receive junk mail in your mailbox, your inbox will continue to deliver a myriad of useful and useless information for many years to come.

An article I was reading about email marketing in Website Magazine inspired this week’s update. Here are a few of the “need-to-know” stats that caught my attention:

According to Salesforce…

…the top three uses of email are newsletters (66%), promotional content (54%), and welcome series emails (42%)

…91% of consumers check their inbox at least once per day

…one third of marketers say their subscribers read emails on mobile devices at least 50% of the time

For more insights into email marketing you can find the article online at wsm.co.

If you read between the lines you will notice the most important thing about email marketing today. That is the existing relationship between the sender and the receiver.

The number-one use for email is newsletters, and the marketers who are creating and delivering newsletter content describe the recipients of their emails as subscribers.

Likewise the number-three use is welcome series emails, which again refers to the relationship between a buyer and a seller.

The bottom line – as it has always been - is email marketing is faster and cheaper than other forms of communication. And when it’s used to support an existing relationship with your customers, email can be an extremely effective tool.

Until next week,

Matthew Anderson, President
Milestone Marketing Associates, Inc.