With the explosion of social media in business, some believe that email is no longer an effective tool for communicating with your prospects and customers. Companies and marketing professionals are shifting their focus away from email in their marketing and sales strategy. If that describes you, then some findings in a recent report by Regalix may surprise you. You may not want to abandon email just yet.
Timing is everything
Email fatigue is defined as mental exhaustion from receiving large numbers of emails every day. The common fear in business is that too many emails will result in prospects or customers becoming desensitized to your brand and losing interest. However, this article from eMarketer tells a different story:
According to B2B marketing execs worldwide, email was most effective during the awareness and consideration stages of the buying process, at 72% and 69% of respondents. Once the purchase stage came about, the number dropped to 36%. B2Bs who get their email marketing in tip-top shape stand a good chance at seeing returns. November 2014 polling by Webmarketing123 found that email was the No. 1 channel for which US B2B marketers could prove clear return on investment.
Even though the risk of email fatigue is very real, it appears that emails used at the right time in the sales process still work very well.
Automation is key
Email contact management software has evolved into a sophisticated tool with plenty of features to make your work easier. Reports on email performance are critical to understanding what works and what doesn’t work for your audience. Auto-responders are another feature that greatly improve the user experience. An immediate confirmation can make all the difference between a sale or a lost opportunity. The same article we quoted above also stated that nearly half of the respondents did not utilize the auto-responder feature. A well written immediate response is becoming an expectation among our audiences.
It’s all in the strategy
We talk about strategy and planning quite a bit in this blog. Quite simply the value of a good plan goes far beyond outlining the immediate step by step process. Thinking through your customer’s experience from start to finish sets you apart. It means you look organized, polished and professional. It means that your customer feels appreciated and well-served. And it means increased probability of repeat sales. Strategy can do that for you. Integrating email into that strategy will allow you to serve your customers effectively while avoiding the fatigue syndrome.
Clear return on investment. That’s what business owners and marketers are seeking. Make email a part of your strategy and investment. If you are struggling to figure how to pull it all together, give us a call. We’ve helped clients from many industries and we can help you, too.