New study affirms the continued importance of email marketing

New study affirms continued importance of email marketing

The list of reasons why marketers shouldn't listen too closely to detractors who prophesy the death of email as a platform for promotional messages grew recently, as Marketo released results of a survey that showed email marketing lists are as relevant a tool as ever.

Granted, the sheer number of claims about email's decline makes this idea hard to ignore. The Marketo study showed that a Google search of the phrase "email is dead" yielded 1,500,000 results, compared to 280,000 for "blogging is dead" and 180,000 for "social media is dead." 

However, responses from consumers don't support the hypothesis that email is dead, as 94 percent of Americans check their messages regularly, the study revealed, and more than half log into their email accounts upon waking up in the morning. 

Furthermore, 64 percent of companies surveyed said they planned to increase spending on email marketing campaigns in 2013. They have good reason to do so: the study also showed that every dollar spent on email promotions in 2011 yielded a $40.56 return.

While email remains strong, the rules of marketing on the platform are changing. More than ever, customers need to feel that an email is relevant. In light of the Marketo study, Business 2 Community suggested that companies should lean toward a conversational tone rather than come off as out-and-out promotional, and they might consider dividing their marketing lists based on demographics and other factors in order to tailor messages to specific customer groups.

Honesty and CAN Spam compliance
Trustworthiness was one of the key qualities of effective marketing emails cited by the Marketo study. Business 2 Community expressed a similar viewpoint, pointing out that emails should be transparent and comply with CAN Spam.

"What is CAN Spam?" you might ask, if you're not already well acquainted with the term.

Far from being something you could buy in a supermarket, the CAN Spam Act is a law that outlines penalties for businesses who impede a consumer's right to unsubscribe from their emails, HubSpot noted. The source went on to point out that under the act, not only are emails not allowed to overcomplicate the process for users who want to unsubscribe, they also cannot include subject lines that mislead the reader about the message's contents and must include a valid physical address for the company.

Compliance with these guidelines can help ensure that when customers in your email database read your messages, they trust your brand as a source of honest content and want to follow up on what they read.

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