Contrary to what most people assume, emails are not just necessary to create
social media accounts and are not only used for business correspondence. Emails
are also—and still—an effective way to do personalized online marketing.
According to Mapp Digital’s fifth annual Consumer
Views of Email Marketing Whitepaper, more than 98% of consumers (aged 18 to
64) check their email at
least one to three times a day. This means that email marketing can still reach
your target market for as long as it’s customized, which makes it more relevant
and enticing to be clicked.
Moreover, the findings of the whitepaper mentioned above show that the
younger generation seems to be more receptive to email marketing, wherein only
38% of 18 to 24-year-olds will delete such emails compared to the 64% of
respondents aged 55 to 64 who do the same. Having at least a 50% chance of
getting seen or clicked on is already quite promising, so you have to invest in
email marketing strategies to strengthen your approach, turning run-of-the-mill
promotional emails into irresistible offers for consumers.
Take note that 91% of young respondents stated that they check their
emails on their smartphones. Such a statistic should encourage you to insert or
attach mobile-friendly ads and links into the emails that you send out. By
ensuring that your email marketing strategies are catering to the needs of
millennials and Gen Y audiences—giving them what they want and how they want
it—there’s a greater chance for them to engage with your brand.
Email marketing is a complex landscape and you’d do well to work with
marketing professionals who have the experience and know-how to navigate email
marketing’s twists and turns, allowing you to get to the ultimate
destination—success.
Source:
Email marketing still vital for targeting young
US consumers, CMO Innovation
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