Dando

Everyone needs their ol’ reliable, and that ol’ reliable doesn’t mean you’re not driving in the fast lane, heading towards the future. Take the Porsche 911. In its fifty years of existence, the classic lines of the Porsche appear to have barely changed. With  820 000 sold, there’s no sign of slowing down for this ol’ reliable sports car. But how? The magic still works because they’ve been designed from a strong base, that’s continually being re-injected with the latest insights into automobile engineering. That’s how you make the “same” car for fifty years. And that’s how you run an Email Direct Marketing campaign.

 

Electronic Direct Marketings: the Porsche of Marketing:The original Porsche 911, next to the current Porsche 911.

EDMs: The Porsche of Marketing

For marketeers, it’s the ol’ reliable: it is still the marketing channel that generates the highest ROI over TV, radio, video and even social media, and has been for the last 10 years consecutively. And it’s infinitely adaptable: capable of remodelling .

Top marketeers use emails, and will continue to use EDMs. Here’s why:

 

  1. It Reaches Far And Wide

Every time you sign up for a social media account, you need an active e-mail account to validate it. Over a third of the population uses email worldwide and that number is still growing healthily. No slowing down here.

 

  1. It Unlocks A Secret Database About Your Consumers

Through carefully designed call-to-actions in an EDM, you can get a lot more out of them than just the number of click-throughs, bounces, forwards and shares on social media. This is your engine to optimise: it’s a test of whether your audiences get what you’re saying in marketing copy and communications, or what products and services your consumers are really after.

 

  1. It Puts You In Control

You have complete control over which customers you want it delivered to and when. There is no email monarchy you have to serve, so you wouldn’t be subject to increasing fees or algorithm-controlled distribution such as of Facebook and Twitter; it’s just your email straight to the customer’s inbox in one fell swoop. You can also create highly personalised and relevant message to segmented audiences, gaining even more insight of different target consumers.

 

So there are obviously wins in EDMs for marketeers that require minimum time and money. You couldn’t buy a Porsche badge with the money an EDM campaign costs. But does it work? There is almost double the chance of a sale from a customer clicking-through from EDMs than search engines and more likely by almost 10 times than social media. And with email being a denominator of the Internet, people are checking and opening their e-mail more than ever before.

If you have a database of customer emails – use it. They’ve already given you the keys: they submitted their emails to you with their own consent and want to keep in touch with you; in fact, consumers prefer to receive promotional content through e-mail. Start your engines, and don’t neglect them any longer!