Internet Marketing: Getting More Out of Email
According to a recent survey reviewing consumer use of email during the recent holiday season, Return Path, an email performance management company, found that consumers respond best to email from those companies with which they presently have a positive relationship.
The Good News: Email Promotions Work!
Based on some industry estimates, nearly 25% of all e-commerce business is driven by e-mail. In fact, according to the Return Path survey, while some 60% of people open email from those they trust and 47% of consumers actually watch for email from those organizations which they have enjoyed in the past, some 50% took advantage of email offers. Clearly, as an internet marketing tool, email promotions work. However, in order to reap the rewards of this kind of internet marketing, you not only need to focus on getting your email message opened and providing an incentive to purchase, but also on avoiding being deleted or reported as spam. The secret? Just as with any other kind of marketing you need to find out what your e-commerce customers want and give it to them. How important is it to understand your audience? Well when it comes to email promotions and internet marketing it's critical. For example, while 68% of respondents noted that they delete unwanted e-mail, some 30% will flat out unsubscribe! And once you have identified what your customers want, you need to position your offer correctly. That's because 42% of e-commerce customers surveyed will open your email based solely on your subject line, while 23% will open based upon what they see in the preview pane.Getting Ahead In E-Commerce
While keeping up-to-date on the latest industry statistics is one effective way to improve your internet marketing, another is to consider taking an e-commerce course. By taking e-commerce courses or pursuing an advance degree in e-commerce, you will not only have a better understanding of the technology involved in executing a successful email promotion, but you will understand how to develop, run, market and manage an online business.Source
About the Author
Amy J. Fanter is a direct response writer based in Reno, NV.
