Do you read all your emails? Not all, I expect.
A typical answer from those who receive tens or hundreds of emails from all kinds of people everyday will be: “I just read those emails from friends, colleagues and networks I’m with and delete the rest.”
Plus, spam filters don’t work all the time. I’m sure you get your fair share of Viagra, penis enlargement, breast enlargement, replica watch offers in your InBox every day. I’m certain you just delete them without reading. And sometimes, even when the title is rather inn0cuous like “A Proposal” or “Staff Recruitment Offers”, you would choose to delete the email because you don’t recognize the name on the email address, yes?
It is not surprising that response rates for email based marketing campaigns are hurting, especially when marketers only have one line of text in the subject field to make an impact. Having said that, email marketing is far from dead. Imaging if you have a 25,000 database and this is a click rate of 10%, you still have 2,500 pairs of eyeballs attracted by your offers.
What I like to say here : Don’t ditch email marketing, however, supplement your campaign with good old direct mail. In recent years, many marketers choose to re-connect with those consumers who don’t read e-advertisements in their InBox, and this has resulted in the resurgences of physical (or snail) mail. A flyer left on the table gets seen several time a day, usually unintentionally, and effortlessly; not the email. Naturally, marketers who have deep pockets and are willing to splurge on creative copy and design and huge print-run stands to gain lots.
In short, snail mail promotion need not slow down just because we have modern communications methods online.