Melon Corporate Blog
The Death of Email Marketing
The Death of Email Marketing…
...is a long way off.
The cynic in you may say “of course you have to say that, you are an email marketing company!”
Well yes, email marketing is our specialty and it is what many of our clients pay us to assist them with.
But most of our clients have been with us for years and even though we are a team of great people - I know that altruism only goes so far.
If our clients don’t enjoy positive results from their campaigns they would move quickly budget elsewhere.
Why all this talk of death and email marketing?
The results of a survey that was released last week got me thinking as to how email marketing is here to stay BUT at the same time requires more intent than ever achieve ongoing positive results.
The survey received responses from 2512 American adults age 18 and over who check and/or send email at least once a week.
Key findings of the survey were:
- Fifty-eight percent of respondents said they believe email is a good way for companies to stay in touch, up from 45% three years ago.
- Half of the respondents made an online purchase in the previous year as a result of permission-based marketing - up three percentage points from one year ago.
But an even more important result was that about one-third (32%) of survey respondents have stopped doing business with at least one company as a result of poor email marketing practices.
Email is a very intimate yet unforgiving medium.
Technical errors, campaigns that are too frequent, self indulgent content, clunky creatives and deliverability issues are all problems that can alienate your customers in a heartbeat.
What do these survey results mean for you?
- Email marketing is more "alive" than ever, but campaigns require intent, planning and effective execution otherwise you risk more value instead of generating positive results.
- There is a good chance that your competitors email marketing campaigns are doing more harm than good to their own company.
If you implement professional email marketing campaigns you will widen the gap between yourself and your competitors.
Actions that you can take:
- Conduct an audit across your organisation of all your email marketing and transactional emails - be brutally honest about the quality of content, design, timing and other aspects of the email campaigns.
- Write 32% on a notice board in the marketing department as a reminder that bad campaigns will alienate at least 32% of your database.
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Comments - oldest entries appear first, most recent entries at the end.
Kevin
As always some good points.
I am predicting that email will never die, but we will get better tools to manage it, and one day genuine spam will disappear totally.
Case in point re your other points: I get annoyed with ugly email campaigns, whilst the good ones sometimes I just keep coming back to for inspiration.
lise - Brizzy
By Lise Stevenson on 21 04 2008
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