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Blog Bling
Dec
6
Despite Predictions, Email Marketing is Not Dead
December 6, 2006 | Anita Campbell
B2B email still works well to reach business decision makers with marketing messages.
Sure, it takes more time and effort today to make sure that emails get through filters and get opened, given the clutter in all our email inboxes. But, dollar for dollar, email still is a very effective channel to reach customers, community members and others who opt in to your list.
Anyway, don’t take my word for it. MarketingSherpa, which does some of the best research around about the effectiveness of email marketing, reaches the same conclusion in their just-released email marketing study:
Ever since 2002, Marketing Sherpa’s Research team have noticed a hype-related trend. Whenever hype-makers try to build up excitement about a new marketing tactic, they knock email. Frequently, their speeches, articles and white papers begin with phrases such as, “Now that email doesn’t work anymore, you should turn instead to ….” We’ve seen this tactic used to promote blogging, RSS feeds, desktop applications, mobile marketing, and, most recently, podcasting. *** However, we would not be so foolish as to say that (a) email is in any kind of serious trouble; (b) email should be replaced by a different channel; or (c) the reason to test a new channel is to replace email.
One of the key conclusions in the survey of 3,637 marketers is that a whopping 78% report that B-to-B email marketing is increasing in effectiveness — not declining. This chart shows it:
Read the entire executive summary of Email Marketing Benchmark Guide 2007.
This study is not a small business market study specifically, but I think it applies. These days I hardly ever run into business owners or their staff, who do not use email.
