Is email the most effective form of content marketing?
It may not be as sexy as SnapChat or as cool as Instagram, but email is re-emerging as the darling of the marketing world. An estimated 205.6 billion emails are sent every day; that’s 88 emails for every woman, man and child on the planet. But, says a recent report from McKinsey, as many as 40% are never read and worse still deleted instantly. However, those that are opened are said to produce a huge return on investment. According to McKinsey’s findings, every dollar spent on email marketing generates a $38 return and delivers a three-fold increase in purchases compared to spend on social.
So, what’s the secret to great email marketing and why should we still use it? Here we highlight what some of the top content marketers say about this traditional tool, look at how the South African food retail giant Pick n Pay uses it to create an uplift in sales, and give you some tips on how you can write emails that your audience will want to open.