Blog post By Paula Chiocchi on 2020-02-12
Despite an infatuation some marketers may have with new channels, email has proven time and time again that it’s still got it. It’s still the one channel that can be relied upon consistently for generating new leads, increasing conversions, and deepening customer relationships. From my perspective, here are five reasons marketers still love email.
With just two data points — email address and first name — email can be personalized, and studies show that personalized emails have 29% higher open rates, 41% higher unique click rates and six times higher transaction rates compared to non-personalized emails. Segmentation offers deeper personalization, delivering relevant messages based on geographic location or demographics; those who have downloaded content or clicked specific links; interests as gathered from surveys or quizzes; purchase history and more. By narrowing your focus and sending targeted messages to specific groups across your email lists, as well as by performing A/B testing, your campaigns will be timelier and more relevant – and get better results. Additionally, as you learn more about your customers you can pursue new prospect data that “looks like” your ideal customer through a process called audience mirroring.
Despite rumors that marketers are breaking up with email, this relationship is stronger than ever. Of course, I may be biased since OMI specializes in email acquisition campaigns and the data that fuels it. But preferences aside, email offers the ability to segment, narrow down targets and personalize in a way that is real, relevant and generates strong ROI. What more could you want from your marketing this Valentine’s Day?
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our video tutorials to find out how you can optimize your acquisition email marketing initiatives.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.