Email marketing is becoming an increasingly effective marketing tool and is replacing direct mail marketing more and more each day. Because of the recession, companies who may have taken longer to migrate to email marketing have done so sooner because of its cost effectiveness. Costs associated with mailing and printing are being avoided while marketers are thrilled with email marketing’s flexibility.
So what are you using email marketing for? What objectives are important to you and your bottom line? A recent “Email Marketing Benchmark Survey” was conducted by Marketing Sherpa. It shows which objectives are important and not-so-important to your peers who are relying more and more on email marketing. Here are the results from the six most important email marketing objectives that topped the list from the 1,493 respondents:
To no surprise, retaining existing customers was the most important objective. After all, keeping customers is a lot more cost-effective that finding new ones. Lead generation is typically more important to medium-sized companies than large ones as they are more agile and may be able to seize opportunities quicker to gain market share. B2C companies are putting more value into driving online sales with email marketing while B2B companies are relying on the medium more heavily to drive offline sales.