Email Marketing and the New Consumer
by Jackie Silseth | October 11th, 2012
Most of the time we go through the day just doing things in ways we find most convenient, without ever really stopping to look at the way that technology has completely influenced the way that we do everything from reading the news to working out to cooking. I can’t remember the last time I opened a physical encyclopedia or bought a physical magazine when I wasn’t in an airport. Looking back at Sci-Fi from the 70′s and 80′s, we saw depictions of “modernized” ways of doing ordinary things, and in a lot of ways, those depictions have come to pass. No, we don’t all wear silver all the time and we don’t live in space, but we do rely on technology twenty-four hours a day.
Do you have a question? Need to go somewhere? Need to buy something? Need to hire someone? There’s an app for that.
This morning, in my less-interesting, science-fiction-future version of coffee and the morning paper, I was drinking my morning energy drink and browsing my Twitter feed for an update on what’s going on in the world. I came across a post by MailChimp (an email service of which I am a huge personal fan) discussing The New York Times’ new focus on email marketing and how their sales have gone up 50%. As I processed this information, I thought through my most recent purchases, and I’ve come to the conclusion that the only time I will enter a physical store is if I need something immediately. I need groceries, a pack of gum, wrapping paper for a gift – I’m going to go to Target or 7-11 or whatever is closest and most convenient. But that gift? Chances are I bought it online.
Every morning as I go through my email, I get at least 50 pieces of email marketing, and I delete 90% of it. But those one or two I open, I am a conversion. I read the whole email and look at the pictures, browse whatever it is – a Groupon promotion telling me that I can get a discount at my favorite restaurant (which happened last week) or a promotion on a new pair of shoes. Even if I don’t buy whatever is being promoted right away, I’m now considering it and I’m that much closer to being a consumer.
This is the power of email marketing. I can reach my clients, potential clients, people who care about technology and business efficiency in the same way I do, all through a click of a button. I can make myself more credible by having an email template that reflects my branding – it’s like designing a fancy newsletter and mailing it out to consumers the we did things in the 90s, all at a fraction of the price — and as evidenced by The New York Times’ success, it’s well worth it.
Are you ready to reach the new consumer? Get a quote today and start reaching the people who want to hear from you.
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