L’EMAIL MARKETING HA PERSO LA SUA EFFICACIA?

Email is dead, no one reads emails anymore, now there are social networks…

Are you one of those who think so too? Let's do a little summary…

Towards the end of the century a new marketing model begins to emerge one-to-one marketing. In addition to the usual mass communication, indistinct, based on the same message for everyone, a new way of communicating is born based on the personalization of the message and the content, adapting it according to the customer or potential customer we want to reach.
The goal of marketing has also changed, which is no longer to sell but educate and instruct the potential customer preparing him for the sale.

Email marketing therefore made it possible to establish a personalized relationship on a large scale based on the type of contact. This is because not all of us are ready in the same way and at the same time to receive a purchase offer.

To answer the initial question let's say that email is still in excellent health given that:

- In 2017 the number of email users was 3.7 billion and by 2021 it will reach 4.7
- The number of email accounts will grow from 1.70 accounts per person to 1.80
- The total number of emails sent and received each day is 269 billion and will grow to 319 by the end of 2021

[source: Rooted Group]

Email marketing is therefore still very effective. In fact, other statistics argue that:

- The 80% of Marketers Use Email Marketing to Spread Content [source: CMI]
- Email is the most effective way to increase buyer awareness and desire to purchase [source: Gigaom research]
- Email is 40 times better than Twitter and Facebook for acquiring new customers [source: McKinsey & Company]

But what are the reasons why emails are so effective?

In the first place everyone has and uses an email, while the same cannot be said of social networks, from Facebook which in any case many companies use to Linkedn which is less used. Furthermore, those who read emails are concentrated on this type of activity while surfing Facebook mostly for leisure.
Secondly emails are perceived as personal because we find them in our mailbox and because they can be made personal and remain in our mailbox until we delete them. The perception of what we read on social media instead is something that is written without distinction for everyone. In addition, a post passes very quickly in the news feed and has a fairly short duration.
Email marketing is perfect for that activity defined as follow up, or the fact, as we said before, that the contact must be educated little by little to the purchase by sending regular messages that have precisely this purpose. People shouldn't be convinced, forcing them to buy, you have to inform them of the advantages they will have by choosing your company.
Follow-up allows you to transform a contact from "cold" to "warm"
In the end email marketing is scalable. You can create personalized communications based on the type of contact, whether it's a customer, a potential customer, a new newsletter subscriber or an old inactive contact. In addition to being able to further subdivide these lists into more specific groups with the segmentation which can be based, for example, on interests.