It’s true; email marketing is not the newest or shiniest marketing tool. Many think that social media and mobile marketing are the best ways to reach people now. However, studies have shown that email still has its place in the marketing mix. It’s an oldie, but a goody!
User adoption and engagement continue to be higher when marketers use email marketing to educate users about the event planning tools available to them, than when they do not. It’s much like the old adage, “You can lead a horse to water, but you can’t make it drink.” Social and mobile marketing are very good at leading people to products and tools, but the limited space does not always explain or give details about how to use these tools. Email can more easily tell the full story. At a2z, we have seen well planned email communications result in higher utilization of tools and better satisfied users.
Salesforce released a recent study, 2015 State of Marketing, that offers details on what types of marketing businesses are investing in this year. They found that 59% of the companies surveyed plan to increase email marketing spending substantially, 35% will continue with the same spending, and only 5% plan to decrease their email marketing investment.
The study also found that email marketing, social media advertising, and social media listening received the highest ratings for effectiveness. Therefore, 73% of those surveyed agree that email marketing is a core component of their business.
In addition, most people can and do receive their emails on their mobile devices increasing the window of opportunity for email marketing. Emails offering responsive design can lead to a 130% increase in email clicks. With more content and better mobile experiences, email marketing will continue to be an integral piece of many businesses success.
More to explore:
- 4 Ideas for Recognizing Your Exhibitors and Sponsors on Social Media
- 15 tips for exhibitors on how to engage on social media
- Put the power of digital promotion behind your mobile app