A lot of attention is paid to social media marketing, but did you know that e-mail continues to be one of the most profitable channels for marketers these days? According to researchers, 77% of consumers prefer to receive permission-based marketing communications through e-mail. Despite the excitement surrounding numerous other digital marketing channels, e-mail still commands a larger share of marketing spend than any of its contemporaries. As a result, e-mail remains the leader of customer touch points.
E-mail Wins in the Multi-Channel Marketing
Companies are designing customer communications strategies that utilize multi-channels like social media and the Web, but e-mail marketing leads the way. According to the 13th Annual Email Marketing Metrics Report, unique open rates for e-mail in 2013 were up year-over-year by 7.2%. Over a quarter of those hits were to open online deals and coupons (26.2%), making targeted e-mail incentive and loyalty campaigns a powerful marketing tool for companies from all industry segments. Indeed, 44% of email recipients made at least one purchase last year based on a promotional email.
Competition for Consumer Attention
E-mail marketing can be effective but it is competitive as well. The number of email accounts is exploding: According to the Radicati Group, the number of worldwide email accounts is projected to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. Today’s brands are using e-mail as the hub of cross-channel marketing to create more integrated, customer-centric programs. But with all the electronic clutter, it will be hard to stand out; this year about 84% of all e-mail traffic will be spam.
A New Degree of Success with Email Integration
How can you take advantage of e-mail marketing as a cornerstone of your customer communications strategy? One way is 366° Degrees℠ from OMI. We provide a single platform to manage all of your campaigns, establish email marketing automation, and customer communications no matter what form they take. Leveraging the power and pervasiveness of e-mail is and much easier and more profitable as a result. From there you can easily reach across communication channels in social media, mobile and online formats and then quickly analyze the effectiveness of those social connections. More than that, you’ll have all the tools you need to do things like message personalization, target segmentation and in-depth campaign analytics. Whether you are seeking to improve your Salesforce automation solution or to create a separate platform for your multi-channel marketing, our application can be customized to meet your particular business requirements.
The bottom line is that 366° Degrees℠ gives you the ability to create and manage more strategic and thoughtful e-mail integration that will drive improvements in how your company engages with customers on an ongoing basis.