E Mail Marketing
E-MAIL MARKETING
Advantages
E-mail marketing (on the Internet) is popular with companies for several reasons:
- An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. E-mail marketing is often reported as second only to search marketing as the most effective online marketing tactic.
- Advertisers can reach substantial numbers of e-mail subscribers who have opted in (i.e., consented) to receive e-mail communications on subjects of interest to them.
- Over half of Internet users check or send e-mail on a typical day.
- E-mail is popular with digital marketers, rising to an estimated $1B in 2010 for US companies alone.
Disadvantages
A report issued by the e-mail services company Return Path, as of mid-2008 e-mail deliverability is still an issue for legitimate marketers. According to the report, legitimate e-mail servers averaged a delivery rate of 56%; twenty percent of the messages were rejected, and eight percent were filtered.
Another disadvantage for this type of marketing is that more people every day adjust to simply deleting such inbox items due to the total number of e mails they receive. Others are only interested in e mails from people they know.
In summary, e mail marketing may be right for you but only if administered by specialists who can both measure and report on such activities. PSI maintains an alliance with one of the top Web Marketing support firms in the USA for this type of activity.