Email Marketing: Win or Fail?

Consumers have been switching their shopping habits from the brick and motor shops to online shops over the past few years. We have seen a huge increase in online sales over the last year, and as this continues to grow we will see more and more companies adapt to this online shopping trend. Some say that it is of the past, but is it really? Maybe we are at the tipping point of connecting with consumers online. How can companies make a shopping experience more pleasing through their website? Any company that has a web presence is entering a whirl pool of sharks (competition), because almost every business has a website. Online marketing (digital marketing) is vastly different than traditional marketing (word of mouth, promotional pamphlets, events, and ect.)

So without the need for sales associates in the store, online business use email marketing to drive sales. It is an appropriate  direct channel for communication between companies and consumers. According to a study by ExacTarget, "94% of consumers prefer at least one form of marketing communication come through email."

The communication process is more digital now than ever, with 91% of adults owning a cell phone. Most of those mobile devices have an email app, where consumers continually check their email on a daily basis. As you can see, email marketing is essential for any business today. Email marketing is affordable, reaches a wide range of consumers, and very measurable. Through the analytics of the email marketing  software, a company can view whether a customer clicked on the email, trashed the email, or redeemed a coupon from that email. This information collected from the analytics will help the company better create their future emails and give them more insight of their target markets behaviors.