I recently listen an interview to Facebook Chief Operation Officer Sherly Sandberg, where was said that 11% of teenagers use Email daily, that it is compelling for them, nevertheless the use of sms and social networking is increasingly fast, leaving anyone to clearly concluding that emails are dying. Are they? Do you really think emails are going to disappear? Facebook is well convinced about it, but reality and consumers prove the opposite.
Certainly there will never be a definite answer to the question above – might be it is just matter of time – but at present we can all agree that the number of emails that we are receiving in our mailboxes, on a daily basis, let us to imagine quite the opposite. The number of emails received is considerable, and the majority of them try to get our attention to a product, a service and everything in between.
Two recent surveys from the email industry suggest email is very healthy in terms of account usage and here to stay for the foreseeable future.
The figures represented below can help to inform your investment in email and social media and help argue against colleagues that have been swept away by the social media hype stating emails do not work.
(consumer attitudes survey of 13,000 consumers worldwide- June 2010)
This survey shows the variation in social network account ownership in different countries and the significantly lower level than email marketing.
The well majority of people don’t really understand the concept of email marketing; they just perceive most marketing emails as Spam, while being positive about integrating with brands through social networking sites.
Nevertheless, a similar statistic says that 58% people is driven to make a purchase in a store or over the internet by a marketing e-mail. And while Websites are the preferred place for consumers to opt-in, consumers are also willing to subscribe to e-mail messages offline, for example when placing a catalog order (46%), at the point-of-sale (29%), or via SMS text message (13%).
There should not be a surprise why consumers are then most likely prompt to mark email as spam, and reasons may vary from: suspecting emails as a way of phising attack, frequency of receiving them too high, don’t remembering signing up and ultimately the lack of trust in the brand concerned.
Other reasons are the lack of time to go through the opt-out procedure, or the unsubscribe mechanism being to hard to follow, which drive marking email as spam as it is much easier.
If you are sitting on the other side of the mailbox and are ‘the sender’ certainly you are aiming to get the attention of potential consumers but also avoiding loosing clients, so review your emails in terms of :
– getting the frequency right,
– reminding subscribers of how the opted in and…
– making the unsubscribe or opt-out procedure easy!