Camping gear. Tupperware. Alcohol. Generic brands. Discount stores. These are the products and industries that thrived during the last recession, gaining wallet share as consumers abandoned high-end brands and luxury spending.
Marketing budgets certainly felt the strain of recent market downturns, forcing marketers to abandon costly endeavors, such as traditional advertising (T.V., radio, print), video projects, expensive printing (newsletters, direct mail, brochures) and in-person events (trade shows, customer conferences) that required travel. But through the down years, one marketing medium continued to prove its mettle and deliver valuable return-on-investment (ROI): email. And now that the economy has recovered and is gathering momentum, email is only gaining in strength and effectiveness.
Does this make email a “recession-proof” marketing medium? The answer appears to be “yes.”
MediaPost reports that email use keeps growing at 10 percent a year in marketing spend, while VentureBeat says that marketers view email consistently as the highest revenue-generating marketing channel. Furthermore, the latter report asserts email is poised to increase in budget, scope and importance, particularly as email platforms continue to evolve and email marketers embrace more personalization and automation features, crafting strategies to target prospects through various stages of the sales funnel.
What keeps email as the most robust tool for marketers during the good times and not-so-good times?
With customer data and campaign management readily available through myriad email service providers, marketers now more than ever are able to better craft authentic and contextual emails, and use email as a connective tool to engage prospects and customers across multiple channels. The marketing identity conundrum – the right message, right screen, right person, right time – is effectively solved with a robust, well-managed email marketing program, making email a truly reliable medium for all prospect and customer communications and interactions.
There’s no doubt it’s the ultimate, recession-proof marketing standard in good times and bad.
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