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Nearly 30 years ago, the internet was born, and along with it came this new, weird way of communicating with people all around the world… many times with people you've never met. Email and chat rooms. Chat rooms have transformed into social media and chat applications.
But even in the overwhelming presence of social media, real-time conversations, and live video, it's pretty impressive how email has held its ground over the years. Even when the naysayers all proclaim that email is dead, somehow it evolves and stays current. It may seem old-school from time to time. Still, then something happens, and it's all caught up again, even in a time when virtual reality and machine learning are becoming household terms.
ROI and cost-effectiveness
Even though it may seem cutting-edge and cool to invest time and energy into an email, or it may not be as easy to convince your boss, it's worth it is… I bet if you share with them that, on average, businesses in the US get a $38 return for every dollar spent might turn the tables a bit. One in five companies sees a $70 return on every dollar spent. If that's not an ROI to be happy about, I don't know what is.
It's an effective means of spreading brand awareness, obtaining new customers, and retaining customers in the long run. However, email is constantly changing, and you'll have to put some effort into it if you want to get it right.
Mobile is a must
Making sure your emails look good on mobile devices isn't just something that'd be nice to do. It's something you have to do, or you might as well forget about email marketing. Over half of consumers surveyed said that if they open your email on their mobile device and it doesn't look great, they'll delete it. And since over half of them also said that a marketing or retail email leads to one purchase or more per month, you want them reading your email.
Millennials and email
You probably know how important it is to keep millennials in mind when sorting out your marketing plan. But you may also think that millennials are too sophisticated and attached to social media to worry about email. If so, think again. Nearly 90% of them check their email with their mobile, and fun fact: 70% check their email while in bed, so… know your customers and know when they're likely to be in bed and make a send time for them! It should be noted that email is actually and quite surprisingly the preferred method of communication with you.
Written by Brandon Fournier / January 27, 2017