Wondering about the effectiveness of email marketing? Think the sun’s setting on email as social media like Facebook and Twitter gain popularity with small business marketers? Forget that.
Yeah, social is HUGE, no doubt about it, but what’s the first thing a business page tries to get you to do — after Like?
Get your email address, that’s what.
I’ve compiled a short list of the most convincing reasons to do email marketing for your business. None of this data is more than 2 years old, including the last bit, so it’s worth reading this whole list; this news just came out Friday!
Here’s why email marketing is still on top:
65% of businesses are increasing spending on email marketing in 2011. As a comparison, 57% are spending money on social media and just 18% are going to increase spending on tradshows and events; and direct mail.The StrongMail “2011 Marketing Trends” survey was conducted online by Zoomerang on behalf of strongMail. The poll, which gathered feedback from 925 business leaders across a wide range ofo industries, was conducted from November 18 – 29, 2010.
62% of online users start their day with email. Compare the next two highest groups: 11% on Facebook and 17% on a search portal.ExactTarget.com survey, 2010
More online consumers use email than social networks for brand interaction, a new study from digital marketing firms Exact Target and CoTweet
Nine in 10 Online Consumers Get Daily Permission-based Email
Data from the “Daily Morning” report indicates that 93% of online consumers aged 15 and older receive at least one permission-based email per day, putting them into the category of “subscribers.”
88% of B2C firms currently use e-mail marketing and another 10% planning to use before December 2011.Forrester. “How US Marketers Use Email” (2011)/ Email Stat Center
Email is the preferred method of commercial communication by 74% of all online adults.Merkle “View From the Digital Inbox 2011” (2011)/Email Stat Center
Only about 5% of online holiday shoppers report being primarily influenced to visit top retailer sites by social media channels, yet retailers continue to put vast resources into this type of marketing. Meanwhile, 19% came to the website primarily as a result of a promotional email and 8% as a result of search engine results, suggesting that tried-and-true online marketing tactics should not be abandoned or ignored in favor of newer media.”Jeffrey Rohrs Exact Target Blog Jan. 6, 2011
According to Econsultancy survey in early 2011, 72% of respondents answered that Return-of-Investment (ROI) of their email marketing campaigns is excellent or really good, and only Search Engine Optimization (SEO) technologies scored better. Also 39.4% of marketing industry executives called Email Marketing the most powerful advertising channel for their business (according to Datran Media’s 2010 Annual Marketing and Media Survey).Atomic email marketing blog
US adult internet users subscribe to an average of almost three daily or weekly shopping emails or newsletters.Yahoo! Mail and Ipsos OTX MediaCT, “Consumer Pulse” (2011) — from Email Experience Council
Email has been used by nearly 90% of consumers since 2005.MarketingProfs, “2010 Digital Marketing Fact Book” — from Email Experience Council
And finally, this from the Wall Street Journal/Dow Jones Industrial last Friday:
LiveIntent Scales For Email Ads As Valuation Tops $30M
by Lizette Chapman, 16 September 2011
Eschewing new social platforms for old-fashioned email as the “killer app,” LiveIntent Inc. has raised $8 million at a post-money valuation between $30 million and $35 million to scale its email ad display platform.
Shasta Ventures led the Series B round, with participation from existing backers Battery Ventures, First Round Capital and Grape Arbor VC. The infusion, which the New York-based company will use to more than triple its sales staff and improve its technology, hikes the company’s total funding to $13 million since launching in 2009.
“Our challenge is reminding people that email is still the killer app,” said LiveIntent Chief Operating Officer Dave Hendricks. “Everyone uses it and depends on it. It’s not going anywhere. In an era where social media gets all the attention, [our challenge is] reminding people that fads come and go, but email is here to stay.”
LiveIntent delivers display advertising to an email the moment that email is opened. The company counts MediaNews Group, Daily Beast/Newsweek, Grandparents.com, InteractiveOne/BlackPlanet, Acxiom and NY Daily News among its newly won customers.”
The facts prove that email makes business money, so if making money is important to you, then EMAIL IS WHERE YOU SHOULD START!
I doubt any venture capitalist worth her salt would give money to a dying marketing platform; so even though it’s not a real “stat,” this last point gives me confidence that we’re on the right track with helping small business with email marketing…still.