Email marketing is still the most personal form of marketing.
In a previous post, I pointed out that email is the earliest form of social media marketing, predating Facebook, Google+, LinkedIn, Pinterest, Instagram, and the numerous others that have populated the social media universe. Also, with the rise of smartphones and iPads to complement desktops and laptops, people have various devices on which they can check their email.
According to research from The Radicati Group, “The number of worldwide email accounts continues to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. The total number of worldwide email users, including both business and consumer users, is also increasing from over 2.5 billion in 2014 to over 2.8 billion in 2018.”
Marketers are always seeking ways to personalize their messages and to create unique experiences for each customer. Facebook and other social media sites may tell marketers about peoples’ likes and interests. However, beyond that, it is difficult to personalize content for each consumer, unless the brand is a consumer’s ‘friend’, who can then send messages to him or her.
While people’s time on social media varies, sometimes even discontinuing accounts, they stick keep email accounts. With email, companies, especially retailers and restaurants, can craft e-mails with interesting headlines and content that is based on each individual consumer’s unique purchasing history. More than just seeing a person’s likes and interests, this tells marketers what a consumer is spending his or her money on. Learning this information lets marketers put the right product in front of the consumer at the right time.
E-mail allows B2B and B2C marketers to go more in-depth with their target audience. A well-formatted e-mail that goes straight to the point will allow marketers to keep their audience engaged, giving them the opportunity to fully flesh out their product or services.
According to Radicati, for B2B, “Email remains the most pervasive form of communication in the business world, while other technologies such as social networking, instant messaging (IM), mobile IM, and others are also taking hold, email remains the most ubiquitous form of business communication.”
Not sure how to reach your target audience? Contact SPARKS! to see how we can help you.