From Our Brains to Yours
Isn’t email sooo 2008?
Email is dead. Email is dying. Email is sick? Email might have a bit of a cough. Every few months we have a conversation about the impending death of email. Whether due to spam or decreased attention or too much noise, reportedly email will cease being the “killer app” of the internet any day now.
That day may be pretty far off still. It turns out that even in this Web 2.0 (3.0?) world of twitter, facebook, texting, instant messages, and distributed content, good old email remains incredibly effective for building loyalty and driving action.
Recent studies by Epsilon and ROI Research (written up by eMarketer) and Datran found that:
- 84% of consumers report that they like receiving email from companies when they’ve signed up for it, even if they don’t read every email they get
- 73% report clicking on links in emails to get more information
- 50% report feeling more loyal to the companies that send them information
- 80% of companies report email is their most effective advertising channel
While the study is geared toward corporate communications, there’s no reason to believe the same trends aren’t true for cause and non-profit communications.
Sending email to people who have a relationship with your organization – evidenced by their willingness to sign up on your email list – remains an important part of any communications program.