When It Comes To Advertising, Email Remains King

Email Is King

Why Email Still Rules the World of Digital Marketing

Sure, social media, mobile, and video are sexy. But despite their allure, email remains the most powerful force driving advertising efficiency in 2016. The numbers don’t lie. Email:

Email stands strong on its own. No doubt. But it also plays an integral role in just about every other popular advertising channel.

How Email Makes Other Advertising Mediums More Effective

Let’s take a look at 7 other popular ad mediums and how email makes them stronger:

  1. Mobile: When consumers aren’t texting, surfing the web, or using apps, they’re checking email. In fact, an estimated 91% of consumers check email at least once a day on their smartphones.
  2. Online Display: Successful programs drive people to click a link and enter their email address. This way, marketers can begin to build a long-term relationship with otherwise flighty searchers.
  3. Video: Marketers often rely on email to amplify their video advertising efforts. This one is a no-brainer. Why not share video content via email if you have a database full of subscribers to send it to? It sure beats the strategy of only posting it on your website and/or social media profile.
  4. Social Media: Today’s most successful programs rely on email addresses to build their target audiences. Facebook Custom Audiences are a prime example.
  5. Paid Search: Same as for online display. Marketers are wasting money if they’re not capturing an email address at first click.
  6. Telephone: Successful and legitimate telemarketers need to capture email addresses. If they don’t, they risk not being able to reach their leads again.  The comprehensiveness of the Do Not Call registries makes email capture a necessity for this channel.
  7. Direct Mail:  Postage prices continue to rise. Scary, since it’s estimated that direct mail can already cost up to 100X more than email. This makes stand-alone programs hard to justify these days. What’s the solution?  Drive recipients online to opt-in with their email address. Marketers can then deliver future offers and communications at a fraction of the cost.

How to Position Your Company for Success

Great! We’ve established email’s position as king of the digital marketing hill. So, how do you get the most out of this powerful channel? You need to ensure that each of your emails reaches the right person at the right address. This is the most important part of email marketing! Keeping your list clean and up-to-date is a great place to start.

Email Hygiene Whitepaper

Recent Posts

Time for a pop quiz! Which is more important for email success: clean data or solid creative? Okay, we admit it – that’s a trick question. You need both – and more – to build an email program of campaigns that engage, convert and deliver the results you want. Geoff Wolf, Executive Vice President Client […]

FreshAddress had the chance to volunteer at Rosie’s Place in Boston last week as part of our 20th anniversary celebration. Thirteen of our team members worked alongside Rosie’s staff to prepare lunch for more than 150 people. Simply put, they put us to work! We chopped vegetables, served meals, cleared tables, washed dishes and much […]

Calling all Bronto customers! We’re excited to announce that SafeToSend is now integrated with Bronto! If you’re using automated SafeToSend, you can now connect your FreshAddress Client Portal account with your Bronto account. This allows you to easily upload your lists and segments for SafeToSend processing and import your results back into Bronto without ever […]
Chat with us