In marketing circles, it's all about what's shiny and new. Marketing execs fresh out of school dream about being able to put together their next 'viral' social media campaign, preferably delivered via flashmob from Trafalgar Square, live-streamed to youtube.
But the stubborn fact remains that if you want results, email delivers the best ROI, and it's not even close. Typically email achieves an astonishing 50 times better reach than just posting on your company's social media page.
Here's a great article that explains how to ensure you get your targeting right & how to ensure that your email campaigns get maximum reach on the plethora of modern devices.
You could argue that Amazon founded a business on the back of email marketing: it’s the master of combining purchases with browsing habits to build customer-specific newsletters for daily, weekly and monthly distribution. These are cheap to distribute, give customers a real benefit and – most important of all – are incredibly effective. However, with more active email addresses in existence than Twitter and Facebook accounts combined, how can you apply the same practices as multinational retailers to drive sales and grow your business?