Email can be boring or annoying, and it certainly is not the new kid on the block. But as a consistent revenue driver with an unmatched ROI, it can be a boon to businesses new and old.
Email marketing to your company's customer list is one of the most overlooked avenues to consistent results and revenue–bar none. I think there are a few reasons for this.
The first is the stigma of spam–we don't want to annoy our customers; we all loathe bloated inboxes stuffed with email promotions.
The second is that unlike SEO (where you can see intuitively the value of being No. 1 for a particular keyword) or pay-per-click marketing, which has hard media costs associated with it, it is very hard to understand the difference between where your email marketing campaign is now and how good it could be.
The third is that "email marketing" is nearly always one of a dozen bullet points in a marketing person's job description. And because of the above two issues, it stays at or near the bottom of that list.
Getting It Right
At Wpromote, we spent years failing to do email well–for, basically, all of the above reasons–before we finally took the plunge and started providing email marketing management for our clients.
Here are the six biggest things we have learned so far.
Email may be boring, it can be annoying, and it certainly is not the new kid on the block. But it is a consistent revenue driver with an unmatched ROI–and can be a boon to businesses new and old.