Whoever said spam folders were going to wipe out email marketing?

 Email marketing is here to stay and many businesses are finding that it works very well. Today’s internet is forever evolving and these days consumers are using all different kinds of media outlets to communicate online, not to mention multiple email accounts. Popular email marketing platforms like Exact Target, Vertical Response and Constant Contact are providing the tools necessary for businesses to successfully launch their own email marketing campaigns.

After releasing a 2009 study on online marketing, Forbes Media affirmed that email and e-newsletter marketing proved to be the second-most effective tool for generating business, following search engine optimization (SEO).

But, why is it so successful? How do we know its working?

You Can See the Results

There are several benefits to email marketing that are directly related to generating results. You can send thousands of emails with targeted messages in less than a minute. Then you can track them to see how many were opened and how many "click-throughs" were generated. Not only are these messages personalized, they are sent to targeted audiences as well; increasing your odds for a successful campaign.

Here are five reasons WHY email marketing is working:

1. Builds a loyal brand: If your customers trust your brand, they’re going to trust your message. Sending an email to customers and prospects builds a rapport with them, strengthening their trust and loyalty in your brand.
2. Drives Measurable Results: Email marketing can bring in a flow of actionable information, which you can use to improve your marketing ROI. Web analytics can show you the details of how your users interact with your message.
3. Timing is Everything: You can choose an optimal time to send your marketing email. Studies have shown that 34% of internet users check email throughout the day, where others check it first thing in the morning or at night. How many times have you heard the expression, “the right place at the right time?”
4. Generates Direct Sales: Email marketing produces immediate sales, downloads, requests, etc., sending customers to events, stores, meetings, and more. All of which are direct sales or opportunities.
5. A Cost-effective Option: The time and cost to design and execute an email marketing campaign can be significantly less than other marketing solutions.

Make Sure Its Effective

Email marketing works, but it has to be done right. There are many different tactics a business can use to deliver an email marketing campaign. The overall goal is to make sure the message is targeted and professional. An effective campaign can increase sales at a fraction of the cost of a regular web project. In 2009, email marketing produced an ROI of $43.62 for every dollar spent on it, according to studies done by the Direct Marketing Association. Repetition is also important in order to remain visible to your targeted audience, as visitors may be apt to click through the email if they are seeing it for the second time.