For a long time, email was one of the easiest ways for businesses to reach their customers; it provided instant contact, and let them keep their clients up to date with new updates and news. Now, however, the market is changing thanks to the innovation of smart phones and applications.
For many years, the fundamental architecture of email remained constant: you send an email, people receive it and hopefully open, read, and click. But those constants are now a distant memory, wiped away by a litany of change that requires smart marketers to fundamentally shift how they use email. Email is at the heart of most brand-to-consumer communication programs, thus all big trends like smartphones, tablets, social media, and even alterations in how companies like Google handle incoming messages impacts email best practices…a lot.
Email Marketing’s Return on Investment
Before we go any further, we’d like to take a minute to look at email marketing’s return on investment. Email marketing’s return on investment is significantly higher than that for paid search and way higher than the ROI of social media, direct marketing, and every other channel. That’s because email marketing has a number of compelling and unique characteristics.
First, email is a one-to-one communication channel and used daily by nearly everyone, giving it unparalleled targeting capabilities and reach.
Second, consumers overwhelmingly prefer to receive commercial messages via email, because it’s less intrusive and more convenient, searchable, and eco-friendly than other channels.
Third, although other channels excel at raising awareness, acquiring customers, and fostering conversations, email marketing is THE power channel for retention marketing. Consumers strongly associate email marketing with deals, product information, and service notifications, making it good at driving sales and boosting loyalty. [Read more…] about New Automation Trends – Push Notification