7 Reasons Why Email is King in Industrial Marketing


Email is a top priority when it comes to Market Penetration, Reach and ROI.

Though social media marketing often grabs our attention as the “new kid on the block,” the staple of any successful industrial marketing campaign remains email. Socialmouths recently posted 10 reasons why email marketing should be your top priority, and I picked out my favorite 7 to share with you.

1. Penetration

There are more than 3.2 billion email accounts today. 95% of online consumers use email and, 91% check their email at least once a day (Source: Exact Target).

2. Reach

Now, let’s be fair and say that (according to ReturnPath, leader in email intelligence, revealed that in the first half of 2013):

  • 18% of all email messages were either blocked or went missing
  • 4% were delivered to the spam or junk folder

Even if 22% emails get lost, we’re still running with much higher potential than posting on Facebook where 74% of your messages are potentially missed (that percentage is higher in most cases).

3. Life Span

Email doesn’t die, it needs to be killed. Email sits there inside your subscriber’s inbox waiting to be acknowledged, even if it’s just to delete it, it requires of an action to end its life.

4. Return-on-Investment

According to the 2013 Email Marketing Benchmark Report, 60% marketers say email marketing is producing ROI and 32% believe it will eventually.

For every $1 spent, $44.25 is the average return on email marketing investment (Exact Target).

5. Analytics

Email has a set of solid metrics that have been the standard for years: Growth, Open Rate, Click Rate, Complaints, Unsubscribes – and you can take it from there and even track sales and revenue.

A simple formula can tell you what the monetary value of your email subscriber is. Good luck figuring out the value of your Twitter follower.

6. Mobility

Litmus is observing that 66% of Gmail messages are opened in mobile devices, the Experian Q2 2013 Quarterly Email Benchmark Study says that 50% of all “Unique Opens” and 40% of all “Unique Clicks” happen on mobile.

7. Personalization

Email has the power to send one piece of content to thousands of people and still have some level of personalization.

But that’s just the tip of the iceberg, “Segmentation” of your list allows you to separate subscribers in different groups to send highly targeted messages depending on actions taken or specific times.

As you can see, email is a very powerful weapon to have in your industrial marketing arsenal. While it may be tempting to neglect your email list to pursue social media efforts, email marketing is an established, proven tactic that can help your company boost sales.

Photo credit: ganderssen1 via photopin cc

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