Stop the vigils! Stop the eulogies! Email marketing is NOT dead, or so says an MarketingProfs and this stellar infographic. Far from it, actually. In fact, “9 in 10 marketers says email is their primary channel for lead generation.” Additionally, only around 4% of B2B marketers consider email “not very important” in the same sample. According to the infographic, the top objectives of emails, in ranked order, are lead generation, brand building, driving sales and finally thought leadership.
Even so, the study found that the average open rate is only about 24% with a click through rate of 13%. So what’s the deal? Coupled with the above story, here’s a piece from Direct Marketing News’ Daphne Fink Taber on how to keep email recipients from becoming numb to your message. The post outlines three rules to keep in mind while you craft your communications with clients. Check it out, and don’t let those eyes go numb!
On the other hand, many opponents of email claim that it has been made obsolete by social media. Is this true? It’s hard to know, but here’s a interesting, albeit somewhat sobering fact: we spent 121 billion minutes on social media in one month. That’s about 230,060 years split between every person in the US.
Are you surprised? Even if the estimate is on the tall side, it still speaks to the prevalence of social media in both our casual and our professional routines. It’s homeostatic. So, then, why are so many senior executives still blithely distasteful towards social media? If you’re trying to rationalize a social campaign to an upper, try checking out Marketing Land’s article on selling social media to senior execs. Here’s a hint: make your case with data.
And, speaking of data, here’s a great piece from the (new and improved) Marketing Profs that outlines three metrics for measuring the success of video campaigns. If social media is hot right now, video is the blue core of that flame; the hottest part. Check out the piece and see if you can integrate any of these measurements into current or future video endeavors.
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