It is no longer a matter of clever slogans and appealing advertisements — consumers are demanding a realtionship with their favorite companies and brands. In today’s market, it is all about RELATIONSHIP BUILDING.
Earlier this year Jupiter Research suggested that email marketing will reach 2.1 billion by 2012. In large part, this growth will be due to consumer use of social media sites and the attempts of marketing professionals to reach this audience. According to Forrester Research, “in five years consumers will opt-in to receive more than 9,000 email marketing messages annually.”
Susan Coppersmith, Director of Sales at iEntry, Inc said, “companies that have the most success within our B2B network opt for more complex email campaigns, which include follow up sponsorships, banners, and dedicated email. They understand they need to invest in their target if they want their target to invest in them.”
Key Growth Areas for Email Marketing
One key area of email marketing that is expected to experience a vast growth is Retention Email. What is Retention Email? These emails are permission based, meaning they have been acknowledged and accepted by the recipient. Forrester reveals Retention Email is expected to account for more than one-third of all marketing messages reaching consumer in-boxes by 2014.
Where else in email marketing will you see change? In newsletters either supported by ads or opt-in ad sponsored. Due to falling print circulation, ad revenue, and readership, these kinds of newsletters are expected to experience a heavy growth cycle within the next five years.
The impact of social media websites on email marketing cannot be overlooked. As a matter of fact, in large part, social media sites are reinforcing the growth spurt of email marketing. Many companies will be searching for ways in which to integrate email marketing campaigns and social media sites. The key will be to reach an audience that demands personalization and novelty, just like technology consumers are ever changing.
One thing is certain, email marketing is a sure fire way to reach consumers! According to a study conducted by Epsilon and ROI Research -
84 percent of recipients liked receiving email from companies with whom they have subscribed to their e-newsletters.
A Successful Email Marketing Campaign
A successful email marketing campaign will not only entice your consumer to take action, it will keep them coming back for more! Consider the following when conducting any email marketing campaign: track your campaign, consider spam filters, dazzle with subject lines, provide valuable content, and lastly provide timely content. Remember, an email marketing campaign is more than an email and much more than advertising, it is an attractive and informative way of letting consumers know about your company’s services.
*Did You Know - online advertising contributes $300 billion to the U.S. economy. It generated $3.4 billion in 2008.