Should I make the switch to e-mail marketing?
| Answer: Two factors conspire to present a bleak outlook for those in the direct mail industry. First, the the price of first class postage may rise any moment (sooner or later, it will). Secondly, a study by GartnerG2, a research arm of the consulting firm, Gartner, Inc., concluded emphatically that "direct mail is on the decline," quoting the enormous rise in e-mail advertising revenue (from $948 million in 2001 to $1.26 billion in 2002). For those of us in the direct marketing trade, this shift has meant a radical change in our businesses. Case in point: three years ago, our agency produced ninety percent of its work as direct mail campaigns. Today, eighty percent of our campaigns are delivered online. For marketers in the trenches, however, these trends pose equally important questions, namely: given the (growing) cost advantage of electronic media, does it make sense to consider direct mail as an ongoing part of your marketing mix? The answer is less black-and-white than you might assume. And marketers would do well to ask some hard questions before they jettison direct mail altogether. Before we tackle those questions, however, you should look at the hard facts, and MarketingProfs.com contributor Howard Sewell lays them out for you in his excellent article. Read his whole article here! |
More resources related to Email Marketing
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When Shop.org surveyed retailers for its State of Retailing Online 2009 report, it found that email was the most-mentioned successful tactic overall. What are you waiting for...?
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Odds are, you don't need convincing to get on board with email marketing. Most marketers these days use email. But are you using it to its fullest potential? Here are 14 ways to get the most out of email.
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Host George B. Thomas is joined by bestselling author Matt Treacey, who shares his likening of a healthy email marketing program to a flourishing ecosystem. Learn about the stages of awareness, the stages of succession, the high risks of spam, and more.
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Last April, the last European Union member states implemented Article 13 of the Directive on Privacy and Electronic Communications -- the "Spam Directive." The first paragraph of Article 13 states that sending commercial email messages is only allowed if recipients have given their prior consent. So what's the state of email marketing in the EU a year later?
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Email marketing, though old school, is always evolving, as are its enhancements. HTML has become par for the course, but many are still reluctant to include video in their emails. This article breaks down the possibilities and best-practices.
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It's always a good time to fine-tune your email marketing. Tactics that may have seemed brand new in previous years have become table stakes in 2023.
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Integrating your email marketing application and your internal databases will take time and planning. Start by selecting an email marketing application along with an open CRM application. In doing so, you will increase efficiency and ROI by bringing these powerful tools together.
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Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact loses, because all three emails came from the same company and hit the inbox on the same day. There's a message here.
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How do you upgrade email out of the servants' quarters and into the manor house without causing companywide upheaval that makes a season of Downton-Abbey seem like a child's fairy tale? Focus on these five objectives.
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Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
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Email marketing is likely a vital part of you marketing strategy. You'll need to keep up with these email trends if you want your marketing to remain relevant.
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To step up your digital marketing game, you have to combine your SEO techniques with email marketing to achieve genuine, organic reach for your content. It's how you make sure your content reaches your target audience.
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The episode features Michael Barber, an email marketing maven who has worked with brands like Johnson and Johnson and meundies.com. The topic of the show? Tips, tricks, and hacks for B2B email marketing success.
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Issues like inbox deliverability or rendering are not the real problems that confound email marketers. Here's the real issue: Most companies are uninformed about email-marketing best practices and lack in-house expert resources. But because even poorly done email tends to perform fairly well, companies don't realize how much money they may actually be leaving on the table. How can you leave much less on that table?
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Especially if you're targeting the twenty- and thirty-somethings who make up the core of the Millennial demographic, here's a handful of email marketing tips that will help you to boost engagement.
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All rumors to the contrary, email marketing is not dead or dying. In fact, email is thriving, according to DJ Waldow and his co-conspirator Jason Falls, co-authors of the forthcoming book, The Rebel's Guide to Email Marketing, which explodes many email myths and "best-practices."
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If you're interested in optimizing your email campaigns at all, you'll steer well clear of the all-too-tempting email marketing sins of pride, greed, lust, envy, gluttony, wrath, and sloth!
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Six Email Marketing Reminders
ArticleWhen you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing. Here are some reminders to help you step back and reevaluate your email marketing efforts.
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Nearly three-quarters of marketers (73%) say integrating video with email marketing increases click-through rates (CTR), and fully one-half are now using video in their email marketing programs, according to a survey from the Web Video Marketing Council.
