Email Marketing: Overview, Success & Challenges
92 percent users go online to send/receive emails, says Pew Research Centers’ Internet and American Life Project. Email usage surpasses other activities like reading news, searching information, buying products or socializing and is popular among all users, irrespective of age, ethnicity, gender, social background, and other factors. The popularity of email is a boon for email marketers and businesses. They have transformed it into a sales opportunity to reach customers and market their products as per the choice of prospects or customers. Of the various marketing campaign budgets, email marketing is going to bag the biggest share, according to StrongView, an award winning provider of contextual email marketing solutions. Currently e-marketers spend 52% of their budgets on email marketing followed by SEO/PPC (41%), social media (46%) and online display advertising (36%). Contribution towards print, tradeshows and events, radio, television ads is very trivial. Besides delivering current success, this helps them maintaining a healthy relationship with their existing customers in the long run.
Understanding the penetration and conversion power of email marketing service, a few software vendors have developed mailing software, which are easy to use. Using the software, businesses or marketers can create and send messages to masses. Nevertheless, based on past responses, user behavior and demographic conditions, selective targeting is possible to achieve business objectives. Generally, emailing software are equipped with marketing analytics tool. Hence, email marketing service provider can easily track the success rate of email marketing campaigns. One can see the entire campaign status on his/her dashboard over a browser. Number of emails that were viewed or opened, bounced, unsubscribed, spam-filtered and more on real-time, can be easily figured out. Generating aggregate email statistics across multiple email messages, marketers can obtain insights to improve the performance of future campaign.
Newsletter is an important component of any email marketing campaign. Whether its designing or content aspects, a newsletter should be complete in carrying the message to customers or clients in an effective manner. Thinking how to make an ideal newsletter to make your email marketing a blast? If yes, here is a brief guide. The basic elements or information that are required are: (a) The Subject Line; (b) A Personal or Business Introduction; (c) Referral Link; (d) Press Mentions; (e) Links to Your Social Networks and (f) Signature & Full Contact Information. More information can be scoured from the Web to make it more appealing and persuasive.
How happy email marketers are? What are the challenges looming in front of them? Answering, StrongView claims that 40% of email marketing companies face challenges in terms of accessing and leveraging customer data from multiple channels and data sources; 34% complained of coordination issues across multiple channels; 20% say that apprehending the customers’ context is a challenge and 34 percent admit developing more relevant customer-engagement as a challenge.
“What type of data is used by marketers?” Questioning 387 business leaders, StrongView found that data pertaining to demographic, purchase history, Web behavior, life stage, sentiment, channel engagement, device engagement, location data, shopping and browse behavior are the prominent ones in devising an effective email marketing campaign.
About the Author
Glitzy Media is an Internet & Digital Marketing Company offers seo, smo, ppc, email marketing services
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Submitted on: 2014-10-07 05:08:16