In the world of rising social media giants, you may be surprised to hear that email is actually still the best form of internet marketing out there. This was determined recently when Custora, a software provider, performed research that demonstrated finding new customers through email has grown 400% since 2009. To this day, email continues to provide more customers than either Twitter or Facebook.
According to the report, email accounted for only.88 percent of online customers acquired in 2009, but that number grew to 6.84 percent by Q2 2013. Facebook and Twitter’s combined customer acquisitions have accounted for less than one percent this year.
The research was incredibly comprehensive, working with 72 million customers that had dealings with 86 different retailers in the country. These retailers operated in 14 different types of industries. The research took two years to compile, making it the biggest piece of its kind in the world so far. It is a hugely comprehensive piece that has awakened many companies in terms of its relevance.
Over those two years, Custora found that customers who came to retailers from search were more than 50 percent more valuable than average. In other words, they were more likely to shop more and spend more. E-mail customers were nearly 11 percent more valuable than average. Facebook customers were just about average. Twitter customers, meanwhile, were 23 percent less valuable than average during the two years following that first click.
Naturally, this type of high-quality lead generation is only possible with fantastic email content, which is what people still have to work on in order to be truly successful with their marketing campaigns. A study by Radicati Group projects an estimated 2.5 billion email users by 2014, which shows how many you would be able to reach if you just had all of these email addresses. However, it is very important to ensure your message doesn’t end up in the spam box and that your message really stands out from the crowd.
Email is one of the only platform-independent contact mediums out there. […] Essentially, it doesn’t matter what region or decade you grew up, at some point you probably acquired an email address and you can use it to contact any other email address out there.
Besides the fact that you can reach more people, email has a lifetime value that is far higher than any other form of contact. This is one of the most important reasons to stick with email, even if a situation would occur in which social media would take over. Naturally, internet marketing is all about using all the tools that are at your disposal, but the lifetime value of email marketing is perhaps the most important of all.
Email also carries a higher customer lifetime value (the future profit a company expects to earn from a customer throughout his or her relationship with the business) than social media channels. Email delivers a CLV about 12 percent higher than the average – versus Facebook with one percent and Twitter at 23 percent below the average return.
So, does this mean that we should all forget about social media? Obviously not. What matters is that a retailer or business uses everything they can to gather more customers. This means using both social media and email, as well as blogging and any other online and offline tools that are available to them. However, the research does show that email marketing remains stronger than ever and that marketeers should do everything they can to continue to use this resource.