An email marketing company has just released a report containing some interesting year-on-year statistics.
For marketing and communications agencies consulting with clients about the marketing mix of channels available, it’s surely all good news.
The email channel is alive and even still growing. But because getting recipients to click to find out more is getting harder and harder, emailshot marketing very much needs expert hands. It’s not a game for the amateur. Otherwise, in the wrong hands, those precious emails become part of that 98.4% that are never actually clicked.
And the same applies to the creation of the digital journey, the pathway that prospects want to take on their own. If prospects are truly fearful of clicking in case they are sucked into a vortex of sales pressure, they’re going to deliberately not click but might go to the website and social discussion sites anyway. Providers who deliver comprehensive and compelling answers online for the vast majority of the journey will win out.
Again, only an expert team with deep knowledge of the audience and the solutions they want can possibly engage them for long in such a scenario. Great opportunities for marketing, communications and digital agencies, then.
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Source survey, which also covers some mobile vs desktop metrics: http://www.yeslifecyclemarketing.com/resources/benchmarks/email-marketing-benchmarks-best-practices-holiday-season-planningImage by Patrick Hoesly.
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