The article by Sharon Hurley is titled “Is Email Marketing Dead? Here’s what the statistics show”. It raises an important question about email marketing: is it dead? It quickly clarifies that email marketing is far from dead and that it is, in fact, one of the most important tools for a marketer. Some of the statistics explained by the article are key to understanding the significance of email marketing. People exchange 281 billion emails per day, more than 85% of adults send or read email and 78% of teenagers use email and consider it a fact of everyday life (Hurley, 2018). The article quotes “key takeaway is that no matter what age group you are targeting or where they are located, email remains a great way to reach your audience” (Hurley, 2018, para. 9). Our book also points out a very important aspect of emails: “the majority of leads are not passed onto the sales team but rather kept within the marketing team to be nurtured via regular emails from the company” (Larson & Draper, 2018). This clearly explains the importance of the “nurturing emails”.
Email marketing is also believed to be more effective than social media for customer acquisition. Although social media is very important, when it comes to converting people into members, email marketing is the best route to take (Inbound Rocket, 2018). Besides this, email marketing is very economic and cost effective, personal and customizable, action oriented, measurable and constantly checked, especially through mobile (Inbound Rocket, 2018).
It is clear that email marketing is greatly important for any kind of business. There are many different incentives through which marketers get individuals to sign up for their email lists. These include: free e-book or whitepaper, online webinar, online contest or giveaway, collect email addresses at trade shows or other events or including social sharing buttons and “email to a friend” button on emails (Larson & Draper, 2018). It is also recommended to give the customer the option to sign up for the email list, instead of secretly tricking customers into doing it. This is because once they find out that they are getting emails from a company they don’t recall signing up for, they will be most likely to unsubscribe and get annoyed of the company.
Hurley, S. (2018, August 31). Is Email Marketing Dead? Here’s What the Statistics Show [Updated 2018]. Retrieved December 3, 2018, from https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/
Larson, J., & Draper, S. (2018). Digital Marketing Essentials. Idaho Falls, ID: Edify.
6 Reasons Why Email Marketing Is Important For Your Internet Marketing by Inbound Rocket. (2018, September 10). Retrieved December 3, 2018, from https://inboundrocket.co/blog/6-reasons-why-email-marketing-is-important-for-internet-marketing/