Is E-mail Marketing Still Useful?

November 17, 2009 · 9 comments

Is e-mail marketing still a good platform to reach out to your customers or do they get completely ignored? What is the biggest benefit email brings to marketers? What’s the most important ingredient in good email outreach?

These are the questions I recently asked Joe Colopy, CEO of email marketing firm Bronto, and he was kind enough to spend a few minutes on video answering them.

What are your thoughts on e-mail marketing? If you have additional questions for Joe, feel free to leave them in the comments.

{ 2 trackbacks }

Is Email Still Useful? Interview with the Communications Catalyst
November 18, 2009 at 12:17 pm
Best of the Blogosphere: Increase engagement, social media and more
November 19, 2009 at 11:24 am

{ 7 comments… read them below or add one }

1 Ari Herzog November 18, 2009 at 1:46 am

Not having watched that video yet, I can say with 150% accuracy email marketing is very useful and receives more eyeballs than any other form of media distribution. The key is to place the right elements in the right places, no different than building a website.

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2 Jackie Adkins November 18, 2009 at 12:01 pm

I’d definitely agree that email marketing is still a very effective tool if you use it correctly. As Joe said, these emails can’t be a standalone effort for a brand, but a piece of a larger marketing campaign. Also, as he mentioned, it makes it extremely easy to measure the ROI of the campaign, which is tremendously valuable.

Another great video interview, David! Keep em coming!

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3 Joe Colopy November 18, 2009 at 12:09 pm

Ari is 100% right. Email marketing is ranked as the #1 customer retention marketing program for a reason — it works. It’s all about turning a 1-time viewers/buyers/donator/… into a repeat one.

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4 David November 18, 2009 at 12:17 pm

A few months ago, my wife and I were shopping online at Land of Nod. We had put some stuff in the “cart,” but didn’t purchase because we wanted to think about it. About 3 or 4 days later, we got a conversationally written email from Land of Nod saying they noticed we had some great stuff in our shopping cart and if we’re still mulling it over, they’d be happen to offer free shipping on the entire purchase, which was about $13, a decent percentage of the entire purchase and one of the reasons we were hesitating to buy. We clicked the link in the email and bought the goods.

My wife and I both commented that it was a great use of email. (She used to be in marketing, too, so we have weird conversations like that.) :)

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5 Joe Colopy November 18, 2009 at 5:14 pm

Sounds like a great example of how email marketing is addressing shopping cart abandonment. We spend much of our time at Bronto making those type of solutions easy to do and move email marketing beyond the monthly newsletter. We’re just starting to scratch the surface of great marketing solutions like these.

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6 Taylor November 19, 2009 at 11:43 am

I’m surprised no one has said anything yet about how cost effective e-mail marketing is (espcially when compared to other forms our promotion outreach such as direct mail…. ). Am I right?

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7 Kalyn Baldwin February 26, 2010 at 7:33 pm

When it comes to e-mail marketing, just like any traditional or non-traditional media, it is just one tool in your toolbox. It’s far too much of a sweeping generalization to assume that a tool such as e-mail marketing is no longer useful. Instead, it should be used, like all other marketing tools, for the right client, product or service and for the right market. After all, how many of you out there have your smartphones glued to your backside? E-mail marketing is still alive and very useful.

http://www.gcgideas.com

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