Why do email marketing? Mark Brownlow’s post on of that title on Email Marketing Reports presents an excellent argument about why email marketing is still relevant, despite all the claims of its death. Here are the highlights:
- Email generates over $48 for every $1 spent, outperforming every other direct marketing channel.
- Email has a lower Cost Per Order than almost every other channel.
- 95% of marketers use email marketing, with the rest largely planning to do it within the year.
- Money spent on email marketing is predicted to reach $2 billion in 2012, double its current amount.
- Email works because it allows for targeting, database integration, and segmentation, which creates a more personal experience for the user. This experience, in turn, helps build loyalty and trust.
- Every email you send will generate actionable data.
- Email generates an immediate action - you don’t have to wait years to see the fruits of your labors.
In a day when we have some of the top thought leaders in screaming for a more streamlined, efficient atmosphere in higher education, you simply cannot ignore the continued effectiveness of the medium. Higher ed is generally light years behind the corporate world when it comes to integration of technology into marketing plans and I think it speaks volumes that the corporate world is going to significantly increase the amount of money its dedicating to email over the next four to five years.
They’re doing it because it generates results.
And it can do the same for higher education. I’ve seen it first hand - I saw a doubling of online applications in the first year after a comprehensive, targeted email program was launched. In fundraising, I’ve seen hundreds of thousands of dollars in online gifts generated as a direct result of email…in a month’s time. This is something that is very achievable at every school. I’ve got a couple of upcoming presentations, where I’ll be discussing how your institution can see the same results:
- American Marketing Association’s Symposium for the Marketing of Higher Education: I’ll be presenting a session called Taking Email to the Next Level: Practical Advice for Creating an Integrated Email Marketing Strategy that will Get Results.
- Higher Ed Experts Webinar: A two-part series called “Email Marketing 360″. I’ll be presenting alongside Carmella Manges of St. Edward’s University.