Sunday, 10 November 2019

S1E3 – Email Marketing: Does it still work like it did in 1978?

As per State of Inbound Report published by HubSpot, 30% Sales reps prefer Email as a channel to connect with a prospect. The same report also states that 32% of C level executives (CEO, CMOs) prefer to communicate over email. This means that email marketing does work in 2019.
So which email clients are most used: Gmail 28%, Apple iPhone 28%, Outlook 9%
Gmail Promotions tab:  What impact did it have on marketers?
To everyone’s surprise, the new Gmail categorization did not negatively impact marketers. As a matter of fact, the Promotions tab is the second most adopted tab (right behind Social), with a 60 percent adoption rate as per a study conducted by ReturnPath. Almost half of Gmail users (45.1 percent to be exact) check their Promotions tab at least once a day.
Email Trivia
Ray Tomlinson sent the first ever email 48 years ago.
Billed as the ‘Father of Spam’ Gary Thuerk, a Marketing Manager at Digital Equipment Corp started the ball rolling for commercial email by sending the first mass emailing. In 1978, Thuerk sent an email promoting DEC machines to 400 users via Arpanet. What would have then been a complete novelty for recipients resulted in $13 million worth of sales for DEC machines
When Hotmail launched as the first free web based email service in 1996 it gave marketers a whole new way to reach customers.  I remember my email id on hotmail was – which means I got an account in 2001. I got my first gmail account in 2004 and the first email i sent out was to a Vineet, who is a very close friend from my engineering days. The email which i sent on 4th September, 2004 read “How r u just tryin the gmail concept”.
So how do you get your email marketing to work?
  • Collect emails the right way – Use double opt in for subscriptions
  • Segment your email list
  • Prune your list every quarter
  • Send good emails. Try to be as relevant and contextual as possible.

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