Businesses engaged in a course of managed emarketing should never overlook email’s potential, as it still gives the best return on investment, ForeSee claims.
Email ‘still one of best managed emarketing options’
Traditional marketing still continues to provide a better return on investment for retailers than social media, according to a new report from ForeSee Results.
The report found that social media interactions form a major spending influence as part of a website promotion strategy for just five per cent of visitors to retail websites. This is comparable to 19 per cent for email marketing – a traditional tactic – while search engine results (eight per cent) and internet advertising (seven per cent) also held higher influence.
ForeSee also noted that traditional marketing techniques like emails also influence more than just traffic volume – they also deliver better-quality traffic. The organisation revealed that the most satisfied site visitors arrived because of familiarity with a brand, promotional emails, word-of-mouth, and product review websites.
It also detailed how people are more satisfied with retailer presence on Facebook than Facebook itself, and that most people want to engage with retailers but prefer to do so via email or on retail websites instead of social sites.
Larry Freed, the chief executive officer of ForeSee Results and the author of the report, said that retailers need to know how customers are influenced by emails, as well as the groups most likely to respond to such tactics.
He added: “They should also know how people want to hear from them and how well they’re doing when it comes to communicating through those channels.
“Serious thought needs to be given to finding out whether social media is worth the investment for their business, and then if the answer is yes, they need to make the most of it by making sure that interactions on social media meet the needs and expectations of customers.”
This week, eMarketer reported how men, particularly fathers, are not being catered for by website promotion and managed emarketing, which instead aims for mothers.
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