Old school, yeah!

A recent study in the states found that 80% of marketers ranked email as their best performing channel. Whilst 57% said search, 33% said TV and 32% Direct Mail.  

Whilst the marketing world is being whipped into a frenzy about mobile, social media, widgets and emerging channels we'd all do well to remember how successful the digital 'old timer' email can be.

Whether it is buying cold email data or contacting your customers and prospects it shouldn't be overlooked. A recent acquisition email we created for Visit London got 25,000 clicks (forecast 3,000). I've seen emails payback 30x over through actual sales.

As a channel it is also valuable in terms of 'keep warm', Sainsbury's in the UK wish you a happy birthday via email, and even follow it up in the post with a bar of chocolate. Cold Stone Ice Creamery in the US email people on their birthday with a coupon for some free ice-cream - how good is that?!

There has been a significant increase in email use in the US in the last 6 months, partly because email is so cheap to create and send. Brands need to be careful not to over use though, don't bombard people... 

It can also be used to drive a conversation across other social media platforms, more on that here.

One of the common complaints I get is the inability to be that creative. True it can't work like a website and there are multiple email platforms to be wary of, but things are starting to change.

We've recently trialled video in email for the western force, as a teaser to view the rest of the video content online. Open rates were excellent and we'll continue to push this new technology forward.

If you've got any clients out there sitting on an email database, let's start thinking about how we can speak to them in a relevant and targeted manner and make the most of a chance to contact our customers/prospects.

Because there’s nothing wrong with old school.

Nic