Don't place all your ad spend in social media just yet. In the latest McKinsey report, it revealed that trusty, good old email marketing is more than just relevant in today's digitalised world, it's actually the best method for hitting sales target.
According to the insight, email remains a significantly more effective way to acquire customers than social media—nearly 40 times than Facebook and Twitter combined.
- Higher click-through rates
The rate at which e-mails prompt purchases is estimated to be three times more than social media, with an order value of 17%.
Smartphones have paved ways for users to access social media with the click of a button, but that also means that consumers are now carrying their desktop emails with them as well. Nearly 45% of all marketing emails today are opened through mobile devices; therefore, it is crucial for marketers to compose eDMs that are not only engaging, but user-friendly as well.
According to a separate Google research, 61% of users reported that the won't return to a mobile site if they had trouble accessing it and more over, 40% of that audience group would visit a competitor's website as an alternative.
- Personal communication
Flash-sale site, Gilt Groupe, reportedly sends over 3,000 variations of its daily emails to cater to its users. Emails enable marketers to speak directly to their target audience based on a set of data collected via browsing history, purchase history and click-through behaviours.
Just before you consider burying the somewhat traditional method of marketing, some considerations should be made.