The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
I like email. Data says almost all of us do.
Email breathes easier than the social noise pollution of customers and brands trying to shout at each other through a disjointed deluge of disaster and dog photos. Ever notice how your brain feels switching from the overstimulation of Twitter to the one-on-one hush of a list of emails which you can either choose to open or delete? Do you experience a difference? Stats indicate that our private email inboxes are a sort of refuge we’ve come to count on, a quieter corner where people can experience satisfying customer service when done right.
When Moz and SMB email marketing software provider[1] iContact joined hands[2] this past summer, I began looking for an opportunity to explore our shared goals of facilitating brand discovery and brand-consumer communication. Like you, I’ve absorbed years of steady statistics about the outstanding ROI of email marketing amid louder social media hype, but this was my first chance to sit down with an expert like Hank Hoffmeier[3], who is Strategic Insights Manager at iContact.
I believe reading Hank’s tips and talk on trends today will make 2022 the year you center email in your customer service strategy for its welcome privacy, usefulness, familiarity, cost effectiveness, and excellent conversion potentials.
The profit and popularity of email marketing
Miriam: A stat which stunned me is that email marketing generates $42 for every $1 spent[4], yet I sometimes feel like email has been presented as “boring” vs. the glaring busy box of social. What is your take on this, Hank?
Hank: