I was recently asked if email is still viable in 2012. It certainly is.
Based on a recent report by Forrester Research, consumer attitudes toward emails have changed in the past four years.
- Consumers delete fewer promotional email messages without reading them and are more likely to forward messages to other.
- Just 10 percent of consumers say they have separate email accounts created for receiving email advertisements, down from 15 percent in 2008.
- Fifty-nine percent of survey respondents delete most email messages without reading them — down from 63 percent in 2008 and 73 percent in 2006.
- The percentage of consumers who often buy things advertised via email has stayed around five percent for the past four years.
- More consumers are sharing promotional emails with others — 12 percent in 2011 versus 10 percent in 2008 and four percent in 2006.
Email continues to be a viable marketing tactic because it is ubiquitous, easy to personalize and cost-effective.
While social media drives conversations, email drives conversion rates.
Is email still part of your marketing plan in 2012?