Dive Brief:
- With the exciting draw of social and display marketing, some have left email behind, but email still accounts for 40 times the acquired customers of Facebook and Twitter combined.
- Email continues to remain important, but marketers need to adapt to a new kind of inbox. For example, emails must be viewed as one part of an entire customer journey, so landing pages need to be optimized — especially for mobile — and the entire experience should be pleasant.
- To stand out in a sea of noise, emails also need to be personalized by aggregating customer data into a view of each customer, with emails sent accordingly via the assistance of a targeting engine.
Dive Insight:
Email usage may have fallen 20% between 2008 and 2012 due to the continuing rise of social networks, but it's definitely not something you should count out just yet. With 91% of consumers still reporting daily email usage and conversion rates being a minimum of 3 times higher than social, it's not something marketers should close the door on just yet.
