If you still think that email doesn’t work, please read this very recent article from eMarketer. It is an excellent summary of recent consumer direct marketing channel preference.
Some important information from the article:
“Asked to judge the acceptability of various channels for marketing purposes on a scale of 1 to 5, respondents gave direct mail an average score of 3.9, followed by e-mail at 3.7. All other channels averaged under 3.
Nearly two-thirds of those surveyed said they had made a purchase because of a marketing message received through e-mail. More than three-quarters said they had made such a purchase in response to direct mail. …
About two-thirds of respondents to that survey said they preferred e-mail when dealing with businesses, and about as many said they expected to continue to prefer e-mail in five years.”(emphasis added)
The article has more info and very useful tables showing preferences by age groups. Please take a short read of the full one pager.
What the surveys used in the article should reveal is that if you are not getting good results from your email marketing it is probably the result of the marketing message. Don’t settle for poor results.
With the cost of direct email being less than 10% the cost of direct mail while nearly as acceptable to the customer (and the fact that I also offer a unique quality targeted bride-to-be leadstream) one of my objectives is to help wedding professional clients refine their marketing message to reach today’s brides. I do that not only through this blog, but also a weekly ezine newsletter, frequent teleseminars, dedicated small online groups and individual review.
The marketing messages many of us have relied upon have seemingly lost much their effectiveness as our prospective Internet savvy bride-to-be clients have become more sophisticated. Thankfully it usually only takes a minor rethink and some simple changes to recapture marketing success. Direct marketing still works and direct email has the best return on investment.
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