Two emails hit my desk this morning and they both “sell” the idea that good old-fashioned email marketing still works.
The first was an email from MarketingSherpa promoting their new “2013 Email Marketing Benchmark Report.” My key takeaway is that email marketing continues to have a high ROI for both business and consumer marketing when used to reach and convert a business’s house list. As we all get lost in the social media weeds, we need to remember that email not only works but also can be easily tracked and analyzed. I love reading the real-time stats from an effective email campaign. Who opened the email, who read it, who clicked on and so forth. Here is one of the core charts from the report showing the relative strength of email. Frankly, this isn’t surprising but it should reinforce our decision to use email.
The other email I received was from Portland’s HMH Advertising (with an east coast office in Charlotte, NC.) The email promotes a new campaign for its Montana Lottery client.
HMH deftly uses email marketing to promote one big agency idea. It is a great example of Keep It Simple Stupid. In fact, they call the email series One Idea. It is a simple, direct, informative monthly sales tool sent to the agency’s existing and prospective clients.
This email acts as an announcement of new work, strategic thinking and acts as an example of how the agency knows how to leverage the power of email.
The email clicks through to a dedicated campaign website that shows the TV commercial and the integration of other media including digital, radio, outdoor and a promotional video of the $1 million winner. A man of many words.
