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Email is Alive and Well, Generating Opportunities for Email Marketing Companies

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November 16, 2011

Email is Alive and Well, Generating Opportunities for Email Marketing Companies

By Susan J. Campbell, TMCnet Contributing Editor

As consumers and business professionals are increasingly mobile, sending marketing messages that can reach these individuals on the go is a strategic approach that can generate results. It is these opportunities that email marketing companies seek to exploit. 

According to this Brafton report, email marketing companies typically work in a field that requires a focus on numbers – the number of hits, clicks, and open rates. The field overall, however, has rapidly transformed and continues to transform itself as new marketing situations pop up and social media takes hold of more and more users.

Email marketing companies are finding success in molding product interests to each user’s needs. For example, Mashable’s email marketing focus looks at the proprietary interests of its targets and molds each email around that user’s interests. That approach for the email marketing company has proven successful with a 20 percent newsletter growth rate.

Granular topic selection allows email marketing companies to pin down the personalization that helps drive this success, which is showing a 10 percent click-through rate. Roughly 20 percent of these successes are coming from social media interactions.By knowing what type of email, the content in it, and how it’s designed, email marketing companies are achieving a better success rate. This can only happen, however, if the email marketing companies are building a databank on their subscribers. 

The important thing for email marketing companies to remember is that 90 percent of social media users are checking their email once per day at a minimum. Up to 40-plus percent of social media users are checking their email at least four times per day. These users are far more engaged with marketing messages than people who do not use social media. These findings suggest that those who projected social media would make email obsolete were in fact wrong.

The youngest users, aged 12 to 17, are growing up with social media and are more likely than older users to ditch email for the communication tools on social media sites. Users in other demographics show only a one percent decline in email usage over the last few years, while 60 percent of social media users and non-users check their email at least once a day, according to one study.

Another study suggests that for every $1 spent by email marketing companies toward email marketing generates a return of $44. As a result, this method is one of the most cost effective tools for spreading your information. Not only is email marketing alive and well, click rates have increased by 2.6 percent over last year. The more links, the better, as email marketing companies that send out emails with 20 or more links see the highest click rate. 

Keeping subject lines short (four to 15 characters) is also proving to be successful. And though some consumers don’t like the personalized subject lines, it’s still a common tactic because it works. Consumers are still linked closely to their email interactions, keeping email marketing companies in high demand.

Susan J. Campbell is a contributing editor for TMCnet and has also written for To read more of Susan’s articles, please visit her columnist page.

Edited by Juliana Kenny

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