‘Experts in the email industry seem to think that email matters now more than it ever did due to the introduction of smart watches and wearable computer devices, all of which provide new ways of accessing email.’
One may wonder if investing in an email campaign will offer the returns that a campaign in the past may have. With the influx of social media and the ability to interact with the customer in an instant, some may argue that to embark on an email campaign is outdated and redundant. Email marketing is still alive and well. MarketingCharts.com (Anon. 2014) explains that email subscriptions are growing and email is still a strategic marketing tool. Where some may consider repositioning email under traditional marketing, others will argue that email is still digital media and still an integral part of any e-marketing strategy. However the approach to email marketing has changed. Experts in the email industry seem to think that email matters now more than ever did due to the introduction of smart watches and wearable computer devices, all of which provide new ways of accessing email.
- By 2017, email users will expand from 2.4 billion users to 2.8 billion users, an increase of 16%.
- As of 2013 there were 3.9 billion email accounts worldwide and that the number of accounts is expected to grow to 4.9 billion by 2017.
- 247 billion emails are sent daily, which is the equivalent of one email every 0.00000035 seconds (or 1 000 000 emails every 35 seconds).
- 60% of marketers see some Return on Investment (ROI) on their email campaigns.
- 90% of consumers chose email as their preferred medium to receive updates from a company.
When choosing email as a marketing tool, the objectives that email marketers are looking to achieve are:
- Improving lead nurturing (52%);
- Improving click-through rates (50%);
- Increasing website traffic (49%).
Figure 1: The graph idicates current customer acquisition through various e-marketing channels. Malamut, C (2014).
‘The construction of pertinent and compelling content is by far the single most effective email tactic’
Email marketing is no longer about just creating awareness of a brand or company and it is no longer a tool for sharing generalised messages. Many specialists suggest that in order for email marketing to be successful, the construction of pertinent and compelling content is by far the single most effective email tactic.
Research shows that of the many email strategies used when designing an email campaign, the single most effective method is:
- Relevant and compelling content, (chosen by 51% of respondents);
- Personalization (15%);
- Segmentation (15%).
Along with the paradigm shift in email marketing, there have been innovations in the technology used by customers to receive email and changes in digital and online usage. All the components need to be considered in order to gain the best ROI of an email campaign.
Mobile devices and the impact on email.
Malamut, C (2014) suggests as many as
- 48% of emails are opened on mobile devices.
- Of mobile device users, 69% are deleting emails that are not optimised for mobile devices.
- 89% of email marketers are losing business opportunities through emails that are not optimised for mobile devices.
Emails need to be designed around the screen resolutions of mobile devices (the majority of which would be smartphones) so that images are not lost, or are not too large to allow for quick downloading.
Figure 2: Malamut, C (2014) The graph shows that 48% of emails are read on mobile devices. Malamut, C (2014).
‘Users of mobile devices for email, have much shorter attention spans and are often on the move, when compared to traditional desktop users. Marketers need to ensure that the message is clear from the start and the call to action is presented early on.’
Although there is a high percentage of emails being opened on mobile devices, readers have much shorter attention spans and are often on the move (thus, the use of mobile instrumentation). Marketers need to ensure that the message is clear from the start and the call to action is present early on as mobile device users have shorter attention spans than those behind a computer screen. Many mobile phone and tablet users are also easily distracted by social media. The users are often compelled to share interesting content on social media pages and may just as regularly interact with companies through sites such as Facebook and Twitter as they would through email.
Email marketing is still going strong and so it is still a marketing tool of choice for the RS Components’ marketing team. Emails are designed around current market trends and current affairs, product launches and provide useful information to readers across all of our market segments.
Emails are sent to our customer base on regular basis with information on new products launched and on product specials. To become part of the network and to ‘opt in’ to receive emails:
- Register on our website at: https://za.rs-online.com/web/registration/registrationPageOneAction.html?method=register
- If you are already registered, you can adjust your account settings at: https://za.rs-online.com/web/ma/myaccount/
- 2014. Email Marketers Say It’s All About Relevant, Compelling Content. MarketingCharts. Available at: campaignmonitor.com. (Accessed: 23/10/2014).
- Durrant, M-. 2014. Is email marketing in 2014 still relevant? Direct Marketing opinion. Available at: http://www.bizcommunity.com/Article/196/14/109536.html#contact (Accessed: 23/10/2014).
- Malamut, C. 2014. 15 Statistics that Prove Email Marketing is (Still) Not Dead in 2014. Capterra Sales & Marketing Tech Blog. Available at: http://blog.capterra.com/statistics-email-marketing-not-dead/. (Accessed: 23/10/2014).
- Waldow, D. J. 2012. 9 Ways to Integrate Email and Social Media Marketing. Socialmedia Examiner. Available at: http://www.socialmediaexaminer.com/9-ways-to-integrate-email-and-social-media-marketing/ . (Accessed: 23/10/2014).
- Shah, N (2013). How to Optimize Your Emails for Mobile Devices. Available at: http://blog.hubspot.com/marketing/optimize-email-mobile-list (Accessed: 23/10/2014).