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Using Email as a Marketing Tool: Is It Still Relevant?





October 22, 2019

Clients frequently ask us if email marketing is still a worthy lead-producing marketing. We've all been led to believe that social media is much more “in” and more effective than email in reaching prospective customers—and influencers, who in turn, can perpetuate the message.

The truth is, however, the data does not back up the hype. As we like to tell our clients when in doubt, look at the research or science behind an initiative before making marketing decisions.


For a quick look at why successful companies still use email as a marketing tool, let’s look at some research-based facts, from our friends at Wordstream:

  • Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders

  • Click-through-rates for an email campaign for B2B audiences are 47% higher for B2B email campaigns than B2C email campaigns

  • 59% of B2B marketers say email is their most effective channel in terms of revenue generation

  • 56% of brands using an emoji in their email subject lines had a higher open rate, according to a report by Experian

  • Tuesday is the best day of the week to send an email (according to 10 email marketing studies)

Fortunately for your email campaigns, you can track your KPIs (Key Performance Indicators) and monitor and report the effectiveness of your campaigns, allowing marketers to revise, refocus, and learn from each and every email. If you are not getting the returns you are expecting, it can be a good idea to try an A/B campaign with different subject lines to see which option speaks most to your audience and delivers the best open rates.


The team at Forward Thinking EDU can help you target your campaigns to the right audience and ensure messaging is on target for desired results. Our experienced Advisors understand the pain points of the education industry and we can help you speak to those points and potential customers effectively.


Contact us to set up a complimentary call to discuss your marketing project needs.

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