Success of Online Marketing Boosts Old-School Marketing

Email marketing is one of the defining aspects of our tech-driven age. It’s as commonplace as online ads as well as the many marketing stunts brands pull off on social media. But perhaps the best part is that these same technologies continue to improve methods that were already being used long before the internet.


But first, let’s start with the success that email marketing has generated so far. According to Express Pigeon:

  • Asides from broadcast email, today’s email marketers also demand measurement & analytics, personalization, automation, and segmentation in their campaigns.


  • 91% of consumers check their email at least once a day.


  • 56% of businesses say they plan to increase their use of email marketing in 2014.


  • 42% of marketers use email service providers for services beyond email broadcasting. This is up 12% from 2010.


  • Companies that use an email service provider are more likely to be satisfied with their email marketing than companies who do not.


  • Businesses are looking for deeper integration of email with other business functions.


It wasn’t long ago that technologies like email was considered the death of print and direct mail marketing. But in truth, it continues to thrive because of the support of new online technologies.

Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.


The same interaction between email and print can be emulated in telemarketing as well. For example:


Email can be used to enable CTAs after a telemarketing call.

First you start with the usual. You make the call, check the needs of a prospect, and then make sure they qualify. But instead of wasting time spelling out a URL, you simply send them an email with all the links they need to finalize an appointment (and their own leisure too).


People don’t make calls as often either

In an age of digital communication, print isn’t the only form that’s used less frequently. With the right subject line and the right copy, the promise of a live phone call can show prospects how seriously you take their interest.


Granted these are just some of the ways you can mix old and new forms of marketing. But if the stats indicate anything, the success of online marketing can only contribute more to the success of older methods as well.


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