I know what you’re thinking. What is the point of email marketing when all it does is end up in someone’s Spam folder? Surely spam has effectively killed off email as a marketing vehicle.

And anyway, aren’t people using other methods to find out about products? Twitter, Facebook and the like has overtaken email. Surely it has had its day.

Well, just stop and ask yourself why businesses spend so much time and money sending out all these emails in the first place. Is it because they enjoy nothing better than filling your trash folders? No. They engage in email marketing purely and simply because it works.

A recent econsultancy survey has shown that 72% of businesses that responded said that the return on investment (ROI) from email was excellent or good. In 2010 the Direct Marketing Association were reporting that for every dollar spent worldwide on email marketing they expected a return of over $42. Now, that is what we call a good return!

Email marketing still outperforms all other forms of direct marketing, including catalogues, and offers real advantages to businesses large or small.

Principal among these is its relatively low cost. Designing, producing and initiating email campaigns takes far less time, money and resources than any kind of paper-based alternative such as direct mailing or print advertising.

But that’s only starters. Targeted email marketing has a global reach no matter where you are, and your products will be reaching people even when you are out of the office. 24/7 access to your customers anywhere in the world.

Another attractive aspect of this marketing method is that it is targeted through customised address lists and can be focussed even more by including an opt-in/unsubscribe option, meaning you reach only those who are genuinely interested in your products and services.

While direct mailings might expect a response time of 7-10 days, with email marketing those responding usually do so within in three days, the majority on day one.

Add up all these advantages and it comes as no surprise that in 2010 70% of businesses surveyed in the US and UK said that of all the marketing options available targeted email campaigns would be receiving the biggest boost in funding.

Alongside a host of other support services, email marketing can help database integration, segmentation, strengthening of customer relationships and generate quicker responses and improved sales. What’s not to like?

Ian Spencer works for Clear Web Services, a SEO Web Optimisation and Web Design company serving the Forest Of Dean, Gloucestershire and South Wales. He has worked in the SEO and Internet Marketing world for many years, and working in partnership with another company has launched the new SEO business. http://clearwebservices.com/ For More Information, please call 01594 835 857 or email info@clearwebservices.com

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