I used to think that email marketing’s days were numbered. But, as a recent study from marketing technology pioneer Zeta Global and market research firm The Relevancy Group found, there’s even more value for email marketing today than in years past. Why? Mobile trends have brought new life and relevance to the dated technology.
With more and more consumers going mobile, they’re now staying connected to their personal inboxes 24/7, wherever they go. This e-commerce study, surveying 1,000 U.S. adults, found that email marketing’s value in the mobile era can be broken down to three major factors:
1. Everybody loves a bargain.
If you’re like me, you’re actually looking forward to the Ann Taylor email with a “hidden surprise” that translates to 70 percent off the sale price. Promotional email marketing is an effective way to drive engagement, especially around popular shopping holidays when consumer interest in making purchases is higher and an email’s call to action can help tip a decision in a particular direction. Deals such as discounts and special offers are very helpful for consumers, signified by 62 percent of survey respondents saying these promotions have aided them in making shopping decisions.
Executed properly…