Indicators for the past year point to the effectiveness of business messages

Often regarded as a mature broadcast channel, the dynamism of email marketing was confirmed in 2021. Chosen by companies to manage their customer relationship on the Internet, it displayed a record number of sent messages during the past year. But its most notable performance concerns its use as a tool for prospects loyalty. The latest published indicators highlight its commercial qualities, coupled with high profitability.

Email Campaigns, a powerful loyalty tool

By creating a direct and increasing personalized relationship with prospects of a company, emailing represents an ideal solution for fast and repeated actions of loyalty and re-engagement. Subject to a certain measure in the frequency of mailings and to offer truly attractive offers, the figures published in 2015 by Mail Metric recall that the rate of opening of emails in this context can reach 50%. This curiosity is coupled with a real adherence to content since the click percentage often exceeds 20%, four times more than a standard campaign.

Email Marketing, a very profitable loyalty technique

Less complex, the requirements in terms of routing and creation related to the loyalty by emailing represent modest sums, up to ten times less than for business operations. At the same time, the increasing segmentation of recipients ensures optimized revenues and results in higher returns on investment than other web marketing techniques. In a study initially published two years ago but partly updated in 2015, the University of Rochester estimated the profitability of emailing at 4.000%, far ahead of social media networks.

See also:

- Simple tricks to improve the opening rate of your email campaign

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