If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works.
E-mail remains a significantly more effective way to acquire customers than social media – nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily,1 and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.
Yet, consumer behavior is shifting: McKinsey’s iConsumer survey reported a 20 percent decline in e-mail usage between 2008 and 2012 as a share of time spent on communications, with the medium surrendering ground to social networks, instant messaging, and mobile-messaging apps.
Investments in these new channels are absolutely necessary for marketers to make increasingly sophisticated use of social networks and other channels to engage with consumers and convert interest to sales. However, marketers shouldn’t be too hasty in shifting budgets away from e-mail – they just need to take a few steps to harness the full power of the inbox.
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