Gary Thuerk, famously known as the ‘Father of Spam’, sent the very first marketing email almost 40 years ago back in 1978. One day, during his time at Digital Equipment Corp, Thuerk wanted to promote one of his company’s products and sent an email to 400 people. Thuerk’s email resulted in $13 million worth of sales for DEC, and thus began the practice of email marketing.
Now we’re in 2017 and with the fast pace that technology and businesses are evolving it’s easy to overlook traditional marketing methods such as email marketing. While the boom of social media and the digital industry seem years ahead of simple e-newsletters and something, email marketing is just as powerful as other kinds of campaigns. Here are 3 reasons why email marketing is still a prominent tool for businesses of today:
1. Suits Current Digital Habits.
Every modern person spends their day with some form of mobile and desktop device. The seamless accessibility of the Internet wherever, whenever, makes it so much easier to check your emails. It is estimated that there will be a total of 4.9 billion active email accounts by the end of 2017. Due to past limitations of mobile browsing, people only had access to their emails through a desktop. But now more than 55% of all emails are accessed through a handheld device (https://litmus.com/lp/2016-state-of-email-report). Not only does this give campaigns a massive pool of potential clients to convert, but also helps target specific demographics, ultimately optimising leads and ROIs.
2. Versatile And Constantly Evolving.
With the introduction of free email services like Hotmail, well-intended marketing efforts led to the birth of spam. Back then inboxes were filled with unwanted ads, email marketing has grown, and techniques have been developed to suit current communication styles. Now there’s a clear distinction between spam and a well-crafted and planned email marketing campaign. Instead of mass sending the same generic sales ad, successful newsletters connect with its targeted subscribers through personalised language. And with the rise of mobile device use, email layouts can now be adapted to both big and small screens to suit people’s daily routines.
3. Available For Big And Small Businesses.
With so many email marketing tools available it can be hard to find the right one to use for your small business. When you’re just starting out your budget usually determines what kind of email marketing services you can access, but with Microsoft’s latest update this could be a thing of the past. Microsoft Connections launched this June and allows users to create basic email marketing campaigns for free, giving startups the chance to familiarise themselves with the tools that could get them competing with big brands.