Consumers Want to Engage with Brands Through Email
Social media has been at the center of marketers’ attention for years now, as many still grapple with finding their ideal strategies. There’s no question that social media has opened up many new doors, and should not be ignored. That said, email marketing is still one of the most effective channels.
WebProNews recently had a chat with Chris Brogan at the Inbound Marketing Summit, and while most of the discussion centered around online video, email marketing came up, and some pretty good points were raised.
As our own Michael McDonald noted, “Social’s great, but not everybody goes to Twitter everyday, and maybe I have Twitter and Facebook, but not LinkedIn…but all of these people have email, and they check that every day.”
“I’ve got a stat like that for consumer brands,” said Brogan. “93% of people have a daily opt-in relationship with at least one consumer brand. 15% on Facebook. 4% on Twitter.”
“93% of people say, ‘I would like to get mail from this company every day…15% Facebook. 4% Twitter,” Brogan reiterated. “…and there’s no age skew in that. It starts at age 13, I think, in the study. And it’s young people just the same…maybe don’t want to be friends with Coke, but they do necessarily want the deals…”
“Send me an email, and tell me, you know, if I can get a deal on Mello Yello this week…” Mike agreed.
You might be amazed at how many email marketing companies there are out there. Just walking around the exhibit hall at ad:tech NY last week, there were seemingly countless booths for such companies. If you have any doubts about the health of email marketing, that should tell you something right there.
Despite the claims that pop up from time to time, email is far from dead, and many consumers would rather engage with brands through this channel than through their social networks.
If anything, smartphones have made email marketing as attractive as ever. My phone alerts me every time I get an email. That’s pretty powerful.