Email Marketing Can Really Work

I came across an Adweek article today stating that “a recent international study yielded 58% of respondents saying an email-marketing message has prompted them to make a purchase at an offline store or via a call-center order desk.”

The article continues citing “57% said they’d be more likely to buy a product in a store after receiving a marketing email about it, with 54% of U.S. respondents answering likewise.”

The survey also yielded some interesting information relative to where the surveyed parties were most likely to submit their email addresses. “47% said via the company’s web site, 46% when placing an order, and, 45% during a consumer survey.”

We do quite a bit of email marketing at GCGage and what we’ve seen echoes the aforementioned. Two thoughts come to mind.

First, if you haven’t already strongly considered email marketing perhaps you should. In this day and age of extreme target ability - with the right message(s) and audience(s) (using an “in-house” and/or “opt-in” list) I firmly believe you’ll get meaningful results. I know many of you are already already are using this (communication) tool and reaping the benefits, but for those who aren't, there’s an opportunity at hand.

Second, if you aren’t already proactively collecting names, addresses, and permission to capitalize on and engage in conversation with your most important audiences – by all means start now.

When it comes to email quality over quantity is most important (in almost all cases), so, no worries if you don’t have a ton of information right away. If you feel strongly about growing your database quickly, supplementing with a purchased “opt-in” list can provide a “turbo boost” and is always an option.

Visible callouts (and “calls-to-action”) on your home page, basic data entry fields and capability, and simply asking and encouraging prospects and clients in person, via email or over the phone to sign up if they’re interested in meaningful correspondence are great places to begin.