The State of Email Newsletter Marketing
Email newsletters are here to stay. Regardless of the numerous email newsletters
currently available to readers, they continue to sign-up for new ones. This
is great news for B-to-B marketers.
MarketingSherpa's Email
Marketing Metrics Guide for 2005 reports that more than half the managers
at technology companies signed up for five or more newsletters in 2004.
That's a significant sized readership when you include managers and
non-managers in other fields who also read email newsletters.
Email newsletters have come of age and response rates have stabilized. The
rate at which email newsletters are opened has dropped slightly, but that's
to be expected. Spam filters are largely to blame. Because of spam, receiving
and reading email is more of a chore than it once was. People will do just
about anything to avoid spam. But don't worry. If done correctly your
email newsletter will never be associated with one of the yuckiest food products
ever invented.
According to Proven Systems, 90 percent of interested prospects agree to
receive company information. These are the targeted prospects that you want.
Produced correctly, the readers will want to receive
your email newsletter, and will save it in the inbox instead of
leaving it with unsolicited credit card offers and requests for financial
assistance to Zimbabwe.
Many marketing professionals consider email newsletters just as important
as brochures and print ads. How many companies currently use email newsletters?
A recent survey conducted by MarketingSherpa found that:
- 89 percent of B-to-B marketers say their company publishes an email newsletter.
- Among B-to-B marketers, 72 percent reported an improvement or steadiness
in their click rates.
Email newsletters are popular because they get results. Just ask the 89
percent of marketers that continue to use them. A 2004 study conducted by The
Direct Marketing Association found that email newsletters are among the
most important ways to communicate with customers on the Internet. Newsletters
build relationships with users and offer an added benefit in that relevant
newsletters can be shared with friends and colleagues.
Email newsletters still remain a great way to communicate with prospects
and customers. They offer a way to effectively cross-sell products and services
and increase the close ratio. What are you waiting for? If you don't
already have an email newsletter, consider starting one today by contacting
Proven Systems at www.provensystems.com or
calling 970-223-6565. |
