How effective is email marketing?


Quick Answer

Email marketing that is executed properly is very effective, with response rates between 5 and 35 percent, compared to direct mail at just over 3 percent. Emails generally cost only a few cents to send, which is much lower than the cost of sending direct mail.

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Full Answer

Email marketing allows companies to stay in touch with their customers, and it can help build loyalty and brand recognition. Business owners can capture demographic information that people enter when signing up to receive emails, such as age, interests and locations. They can then use that information to evaluate their products and services, ensuring they are focusing on the proper base. A well-written marketing email can have a powerful effect on consumers, similar to receiving a handwritten personalized note.

To write effective email marketing copy, people must first decide if they should use HyperText Markup Language, or HTML, as opposed to plain text. While response rates to HTML emails are generally much higher, they do take longer to load than plain-text emails and may be screened out by email providers or customers. People should also consider adding incentives, such as tips or special offers, which convince people to read their marketing emails. Effective emails contain more than advertisements and sales offers in order to keep readers' interest.

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