Increased ability to target consumers in critical no matter what your marketing vehicle is. Within the digital space, and specifically as it relates to email marketing, creating targeted segments is as easy as you make it. The key is to start early.
According to a study conducted by Target Marketing, Email and Direct Mail continue to be the most used marketing channels. Surveys of almost 20,000 marketers concluded that Email is the highest return on investment of any of 19 marketing methods listed in the survey. Why might this be?
Recently, industry leader StrongMail.com released the results of a 2012 email delivery performance survey. The purpose of the survey was to explore how the timing of email delivery directly affects performance of key engagement indicators.
This suggests that while email marketers are consistently effective at writing catchy email subject lines, the content is not good enough to encourage the marketplace to click through. Clicks ultimately drive the sales and actions from which advertisers measure engagement and return on investment.
It would seem that consumers are becoming more responsive to emails and/or marketers are getting better are finding relevant information for relevant markets. Either way I’d say its good news for you and your business.