Email is still the go-to communication method for most people, and wipes the floor with the other options for business use
Manchester (PRWEB UK) 3 April 2013
Sales expert, Ian Brodie, believes the email is still king when it comes to business, and has dismissed claims that its effectiveness for direct marketing has diminished.
Brodie uses an article on Find the Edge to explain why it would be foolish to write off the email, even in the face of increasing threats from social media and other forms of electronic communication.
He said: "While there’s little doubt that social media is making something of an impression on how people communicate – especially in the younger age groups – it’s equally clear that email is still the go-to communication method for most people, and wipes the floor with the other options for business use.
"For commercial purposes, a study by Merkle in 'View from the Digital Inbox' (2011) revealed that email is still way ahead. The data showed it was preferred by 65%-78% of those questioned."
He also uses evidence to debunk claims that email marketing is less effective than it used to be, and allay the fears many marketers have about bombarding subscribers with too many messages.
He said: "I recently chatted with a marketer who had begun emailing on a daily basis.
"Amazingly, his open rates had been completely unaffected, and his unsubscribes had all but dried up. He was also receiving more enquiries than ever before.
"I believe it can only really be classed as bombarding if the emails are valueless. Anyone who’s going to become irritated and unsubscribe because of an extra email each week is unlikely to ever realistically become a client anyway."
The article also contains valuable information relating to the format emails should take.
Graphically intensive ones are becoming more common, but evidence suggests that these receive 35% fewer clicks than plain text ones.
Emails with a small amount of formatting were shown to be most effective.
Ian Brodie is an award winning sales and marketing consultant, who works with clients across the world. More about him can be read here: http://www.findtheedge.co.uk/expert-panelist/ian-brodie.
The full article can be viewed here: http://www.findtheedge.co.uk/sales-marketing/direct-marketing/the-death-of-the-email.
Kenny Goodman, founder of Find the Edge, said: "It's tempting to think that social media has all the answers.
"In reality, email is still essential for all marketers, and Ian systematically takes the arguments against it apart in this article."
The article has been published on Find the Edge, which is a recently launched business website. It features news, advice, tips and insight.