The original article, “Why Email Marketing is King” by Arthur Middleton Hughes can be found here.
In comparison to television, print ads and internet advertising, email marketing is the most affordable, effective method. But companies are spending the least amount of money using it. In “Why Email Marketing is King” by Arthur Middleton Hughes, he explains how people are currently using email marketing and how it is an effective advertising strategy. And, we agree with him.
Frequently, people associate email marketing with spam and are turned away from it. But by allowing people to opt-in to emails, it helps lead the reader to the idea that this email will be useful to them. Follow this concept by simple and clear emails that clearly deliver a benefit to the reader and you will further engage your audience. Using email marketing the way Hughes suggests will make it successful for both the advertiser and the consumer.
Television and direct mail cannot be tracked in the same way an email can. You don’t know what programs people are watching on television, or how often they read mail. But after an email is sent you can monitor when it was opened, what links were clicked on or if it was forwarded. You can also give direct access to your site where the consumer can research the product or brand, check reviews and make a purchase.
This gives us insight to our customers that wouldn’t be possible with other forms of media. Tracking a customer from the time they get the concept of a purchase to the time when the actual purchase is made would be extremely difficult considering all of the outside variables. But through email marketing, many of the variables are removed or minimized, and it leads to optimal results. Once you find your off-email multiplier, it is easy to see how effective email marketing can be as an advertising strategy.
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