McKinsey & Company, a global management consulting firm, has something to say about email.
“There’s a reason your inbox always seems jam-packed: e-mail marketing works.”
The article is from January–and it’s based on data from last year–but it’s still compelling. Don’t be so infatuated with social media that you give the cold shoulder to email.
If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily, and the rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher.