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A new survey by Silverpop shows an across-the-board increase in 2010 budget of about 40% email marketing companies. Among the rest, around 47% plan to hold their budget allocation to that of the previous year. Over half – about 52% of businesses engaged in email marketing services expressed that one of their primary business strategy is to broaden their loyal client base. Respondents amounting to 51% asserted that their email campaigns are meant to increase revenue in 2010, a goal agreed by 65% of companies with large budgetary allocation.
Bill Nussey, CEO of Silverpop, opined that businesses should empathize with clients whose buying power has been restricted due to adverse economical conditions. But email marketing companies must be vigilant enough to hold their consumer base by reminding the customers of their brand value so that they remain loyal when the economy looks up. He stressed upon the successful strategy of establishing relationships with consumers which is a sure way to augment the revenue. And for this to work in the right manner email has time and again proved to be the weapon of choice.
While all e-marketers look upon email as the prime business communication tool, they are apprehensive about some problems associated with email. One of these is lost mails which do not bounce back thereby resulting in flawed metrics for ROI calculation. Another is the “inbox clutter” of clients, who while disposing of unwanted and unimportant mails may inadvertently consign the marketing mails to that category.
E-marketing businesses are also eyeing the additional communication media that has come to stay in a big way. About 84% of businesses taking part in the above survey plan to explore the possibility of integrating email with the social media, while 38% would be adding SMS as an added communication tool. Percentage of businesses having increased budget in 2010 to deploy similar strategies is 89% and 44% respectively. Mr. Nussey was quite optimistic about this new weapon in e-marketer’s arsenal. He observed that integrating email to popular social networks such as Facebook, Twitter, YouTube, and LinkedIn could prove to be very fruitful. One successful recipe for this to happen would be to improve upon the quality of the content of the mail. If the message is prompt and without unnecessary frills, it would be likely to be shared among the members of the social network. This would probably translate into strangers joining the rank of loyal clients.
