The Email Marketing Media Channel – The Tool of “Digital Dialogue”

In the world of “Digital Dialogue” Email  is possibly one of the most accessible forms of media and communication for consumers and as such should be considered as a pivotal media channel.  In todays marketing world where the  pundits description of  a consumers exposure to media is “fragmented “,  it is best to consider Email  as a marketing imperative not  a “nice to have” or  a one off throw away campaign .  Email impacts  brand relationships and loyalty and should be considered as a integral personalized communication channel in any marketing mix.  

 Its use  or misuse can also effect a brand’s image or the trust a consumer can have in a brand. In a time where we consider the consumer in control of their media consumption, via a myriad of choices, Email,  in the consumers mind  has become the most convenient and controllable channel available. In the digital world where consumers are taking charge, Email is a tangible, flexible media they can control. Take it. Leave it. Delete it. Opt in, Opt out. Respond to it. Pass it on:  Think about it ,  who do you know that hasn’t received an email that contains a witty piece of humour, movie, picture, or  link passed on from a trusted colleague or friend who knows them well?    

And when it comes to looking at consumers and consumer trends surrounding Email marketing the question of whether you want a Digital Dialogue channel with your consumer base  it becomes a no brainer. 

• Consumer have the power to choice with  an Email  e.g. do I  want to receive , open,  save , delete or act on an email
• 90% of consumers will use email to engage in and determine the value of a relationship with a company -JupiterResearch
• Consumers ranked email ahead of traditional media like newspapers, magazines and radio as a good way to learn about new products - American Marketing Association, Mplanet
• •68% of consumers said they were prompted to browse a Web site after receiving an email from a retailer  -RightNow Technologies & Harris Interactive 
•  25% of US internet users share content via Email (word-of-mouth) on a daily basis; 63% share on a weekly basis - eMarketer, Email and Word-of-Mouth

Here are some other facts  to mull upon:

• 50 million people per day  check email 5 times per day
• Email drives 80% on retail sales
• Email is an everyday activity for most us
• 94 % of companies use email
• Marketers worldwide are sending 5.2 million  promotional Emails per month
• On average email users receive 41 messages per day – 34% receive 31 or more messages per day
• 45% of Email users say they are interested in receiving email about products and services
• 53% say they unsubscribe when the Emails are irrelevant

Source: Jupiter Research LLC 05.2007

•  Email is a Highly Effective Branding Tool
• As advertisers ask for accountability, more agencies are launching email disciplines
• In 2007 email marketing generated $21.9 Billion in sales**
• Email will be a $4 Billion industry by 2011*
• Email is the 3rd Major Media Channel!

Source:  Forrester Research 2008

Tags: digital dialogue, digital marketing, Digital PR, email marketing, engagement, media, media channel, word of mouth