Fiona Robson, Managing Director of Rocketseed UK, was featured in the July edition of Database Marketing magazine.
Fiona writes about one-to-one email, the everyday tool we all take for granted and how this channel, email media, is entirely different from its more familiar cousin ‘email marketing’.
You can download a copy of the article and magazine here or read below.
One-to-one email, the everyday tool we all take for granted, that existed when the Internet began and before some of the tech world’s most noted revolutionaries were even born, is actually one of the marketer’s most powerful tools, driving four times more engagement than fancier digital campaigns.
Despite this, recent analysis shows that companies are wasting thousands of opportunities to drive brand and service messages via this highly trusted – yet radically under-utilised – everyday channel.
According to research commissioned by Rocketseed and conducted by Gleanster, a typical organisation comprising 150 employees who each send an average of 1,000 emails every month to potential customers and existing clients will generate a whopping 1.8 million Email Marketing Opportunities (EMO) annually.
Furthermore, it is likely that over half of all email addresses within these communications are not associated to an existing customer record, so there are also valuable data opportunities. Based on Rocketseed case studies of clients*, this humble one-to-one mode of digital communication can:
- Generate 80 times more click-through than any other web-based campaign.
- Drive four times more engagement than achieved with the dissemination of a dedicated newsletter.
- Nurture visitors who are 20% more likely to buy-in, sign-up and spend as a result of this personalised interaction
- Provide insights not currently captured by CRM and generate new data on what products and services interest your customers
Pundits more than ever, to predict the imminent death of email, the dinosaur of the digital age. But in a tech world governed by innovation and change, email has remained the principal way that employees in a business communicate with their customers.And in the email sphere, a quiet revolution is occurring – according to Rocketseed, the phenomenon of ‘email media’ has restructured the DNA of traditional business email so that it has become more than just a vehicle for plain text communication;
‘Email media’ is entirely different from its more familiar cousin ‘email marketing’. Simply, it optimises and enhances the existing email traffic between your employees and customers. This enables you to deliver messaging to your customers right at the time that they are talking to people in your business, turning that personal email into an enormously powerful business tool, which drives four times more engagement than traditional email marketing.
Futurologists talk about the next generation of email, and how it will evolve to allow senders to add in rich content, improve the customer experience and use analytics and tracking. But the ‘future’ is here and it’s called ‘email media’.
Email media allows companies to serve rich content or media within each email. This can be anything from a consistent email signature to fully interactive sales messaging or surveys.
The key difference between email media and email marketing is that the latter focuses on pre-defined automated campaigns to a database, whereas email media is real-time trusted communications between people. You open emails from people you know, so email media is a way for companies to use this trusted channel to get their messages out to their customers and to drive real business results.
By integrating with web analytics and CRM platforms, email media will transform employee email into your most valuable asset.