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The world has changed. The number of Internet users has grown
from 6 million in 1994 to 605.60 million by September of 2002.
That’s a 100 fold increase in only 8 years! Since most
Internet users have at least one email account – that’s
650 million people whom you are now able to reach with a click
of a button.
The simple fact is that email has become the “killer
app” of the internet and is the most commonly used aspect
of “being online.” Savvy businesses are using
email to stay in touch with customers and prospects. The statistics
tell a compelling story – but here is the bottom line:
If you are not using email to help market your organization
- you are missing out.
In a large 2003 email industry
survey,
the following facts were compiled about email marketing:
:: 91% of consumers receive some form of permission-based
email with 57.2% receiving specials from on-line retailers,
55.4% receiving them from traditional retailers, and 48.5%
receiving them from catalogers.
:: 67% of respondents received an email offer from a retailer,
cataloger or online merchant that resulted in a purchase.
Top purchasing categories were:
1. Apparel/shoes at 83.4% making a purchase,
2. Computer software/hardware at 81.4%,
3. Gifts/flowers at 77.6%,
4. Travel at 77.2%,
5. Electronics at 77.1%
6. Food at 71.7%.
7. Home furnishings/garden at 68.5%
:: Of categories in which consumers do not currently receive
emails respondents are most interested in receiving grocery
coupons (cited by 22.1%) and household tips/recipes/crafts
(13.6%).
:: Other categories of strong interest were electronics and
computer software/hardware 13.8%, and apparel/shoes at 12.3%.
:: Permission-based email also continues to be the preferred
method of contact from the favorite retailer regarding new
products, services, or promotions (preferred by 59% of consumers)
while only 32.1% preferred direct mail.
:: Latent impact was measured: nearly 46% purchased online
or offline some time after clicking through an email.
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Here are 8 simple
benefits of using email in your marketing efforts:
:: Personalization: With our
powerful technology, you will address each reader by name for
a higher impact and increased client loyalty. You can even personalize
the “subject line” to make sure your email gets
noticed, opened, and read.
:: Speed:. You can create and
send a message to thousands of people today.
::
Response:. Response rates for email are 5-15%
versus direct mail’s response of only 1-3%. When email
recipients receive a message, they can easily click a link back
to your website, or reply to your email with a response. This
ease of use lowers the barriers to response.
::
No postage:. Whereas direct mail has a direct
cost for each additional piece, there is no postage paid on
an email.
::
Viral effect:. Good email that gets peoples attention
can be easily forwarded – creating a viral effect so that
your message reaches even more people.
::
Dynamic content:. By using HTML templates you
can create visually stimulating and graphically rich content
to catch your reader’s attention. Sometimes a picture
is worth a thousand words.
:: Internet
Links:. Even though you may keep your message short
or use simple text, you can provide valuable links to detailed
and powerful information available on the world-wide-web.
:: Environmentally
friendly:. Email does not fill up landfills with paper.
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DM
News:Email marketing contributes
to increased sales.
April 05 2002: Two thirds of US companies claim that sales increased
in 2001, as a result of using email marketing. This is according
to a survey
conducted by the Direct Marketing Association.
Medium sized businesses reported the best results with a 59.8
percent increase in sales in 2001. Large enterprises saw a 47.1
percent increase in sales, and small companies, a 42.6 increase.
Sixty three percent of respondents said that email marketing
was their most effective customer retention tool, while 37 percent,
said that it was an effective customer acquisition tool. |
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Gartner Group:
Email takes over from direct mail
March 21 2002: More US businesses are using email marketing
campaigns instead of traditional direct mailings, according
to GartnerG2. The research firm suggests that e-mail marketing
has become a more cost-effective way to acquire and retain customers.
It also claims that direct mail campaigns have reached their
peak.
GartnerG2 says that direct mail will account for less than 50
percent of mail received by US households by 2005, a decline
of 15 percent on 2001.
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DoubleClick Inc: Email marketing
encourages online purchases
October 30 2002: Around 69 percent of American email users have
made purchases online after receiving permission-based email
marketing, according to a recent DoubleClick survey. The study
indicates that 59 percent of US consumers have purchased offline
as a result of receiving a permission-based email, while 39
percent have bought from a catalog.
Additionally, 34 percent of American consumers have purchased
via a phone after receiving marketing emails, while 20 percent
have purchased via postal mail.
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eMarketer: Good
email marketing wins over consumers
October 15 2002: eMarketer reports that well-executed email
marketing permission campaigns can have a positive impact on
consumers attitudes towards companies. This is according to
a recent survey from Quris which found that a large number of
consumers believe that the quality of email permission programs
influence their opinions about the companies sending them.
The study found that 67 percent of US consumers said they liked
companies who, in their opinion, did a good job with permission
email marketing. Around 58 percent of consumers said they opened
those companies’ emails, while 53 percent said that such
emails affected their personal buying decisions.
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DoubleClick Inc: Email
marketing budgets to rise
June 27 2002: Around 61 percent of Marketers in the US expect
their email marketing budgets to increase over the next 12 months.
The study indicates that spending on email marketing is expected
to rise by 17 percent over the next year, while online marketing
spending will rise by 9 percent.
US marketers cited online advertising as the third most commonly
used form of advertising, behind print and direct mail, but
slightly ahead of television, radio and email.
Email marketing ranked consistently high by respondents for
achieving all marketing objectives including lead generation,
information dissemination, retention, building awareness and
generating immediate sales.
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Our No Spam
Policy:
Axis 24/7 Marketing, Inc. exists to serve legitimate organizations
with their “Opt-In” email lists. We do not support
and will not do business with any company wishing to send unsolicited
email (SPAM) to people with which they do not have a current
business relationship, or express written permission. Please
contact us with any questions,
or if you think you have been sent unsolicited mail. |
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