Marketing Profs has published an infographic that lays out a data-driven plan for winning the email communication battle. For those who view email as archaic—a broadsword in a B-52 bomber world—the graphic offers a reminder that “72 percent of consumers prefer email as their primary means of communicating with brands.”
Also, consulting firm McKinsey found that email was “40 times more effective at acquiring new customers than social media.” Email still rules in the office, too.
Of course, victory will not just automatically materialize. List building, personalization and segmentation are paramount to command and conquer. According to the graphic, tailoring email to recipients’ interests or affinities can boost conversion rates by 10 percent, and adding a personal touch can increase open rates by 26 percent.