Not sure if email is effective as a marketing tool? A recent Target Marketing Media Usage Survey1 shows that 42.7% of marketers use direct mail and email to acquire customers, and 58.6% use these channels to retain them. In addition, according to research conducted by The Relevancy Group and MessageGears2, email is shown to outperform social media when calculating revenue it generates, and from a customer perspective 75% of technically-savvy social media users prefer receiving marketing material via email.
Email as a marketing tool is an important part of the marketing mix. For it to be effective however there are some critical steps that need to be taken prior to beginning an email campaign that will make it successful and deliver the ROI you expect. Here are a few things to remember: