Dive summary:
- With the explosion of social media in recent years, marketers may wonder if email is dead, but email users are still growing and is expected to reach 3.8 billion by 2014.
- Email market still turns the biggest profit; according to a study from Direct Marketing Association, the average return on investment for every $1 spent fo email is $40.56, $22.24 for search, $12.71 for social networking and $10.51 for mobile.
- Social media, rather than killing email marketing, actually provides a plethora of data to leverage in email campaigns.
From the article:
"In my view, that reinvention is about how data can form a central part of how marketing campaigns are designed. And in that transformation, email strategies can leverage a plethora of data -- the humble “customer check-ins” for Foursquare being an example.
Social media check-ins provide marketers an unprecedented view into the lives of their customers and prospects. Knowing location, and understanding actual behaviours, creates opportunities to captivate an audience with greater relevance during moments when they are most receptive."
