Welcome!

API Journal Authors: Rishi Bhargava, John Basso, Liz McMillan, Steven Lamb, Pat Romanski

News Feed Item

Rich Gorman: Direct Response Marketing Pioneer Cautions, Don't Discount E-mail Marketing

A New Study Reveals That E-mail Still Carries a Lot of Clout With Consumers -- More So Than Social Networking, Even; The Study Has Won a Comment From Rich Gorman

NEW YORK, NY -- (Marketwire) -- 01/30/13 -- According to online marketing trailblazer Rich Gorman, e-mail gets a bad rap among many digital marketing professionals. Ever since the advent of social media, e-mail has become increasingly relegated to second-tier technology status, with new reports coming out on a regular basis that claim e-mail open rates are down, and as such, marketers are better served by focusing their efforts on social media marketing. A new study, reported in Search Engine Watch, calls this popular wisdom into question, however, and indicates that e-mail might still be a pivotal resource for online marketers. The report has won a comment from Gorman.

"There are countless avenues for directly reaching out to consumers, and for cultivating strong user engagement -- and as social networks continue to flourish, those avenues are growing more numerous all the time," says Gorman, in a new statement to the press. "The temptation, among online marketers, is to totally focus on these new technologies and the latest trends, but there is a danger here -- namely, that we might lose sight of more familiar technologies that are still plenty capable of delivering."

The study cited by Search Engine Watch was conducted by ExactTarget. What it finds is that, despite the plethora of new social technologies out there, e-mail remains "the most effective and inclusive" way for marketing professionals to reach consumers. The study finds that, among marketers and consumers, checking e-mail is widely named as the first online task of the day, by a rate of 76 percent and 69 percent, respectively. The results of the study also indicate that one in four marketers, as well as one in three consumers, believe businesses and brands would do well to invest more of their time and money into e-mail marketing. Conversely, only 21 percent of marketers and 20 percent of consumers believe businesses should increase their Facebook marketing efforts; for Twitter, those figures are even lower.

"Social networks are popular, for a wide variety of reasons -- but for many consumers, e-mail is still the preferred form of direct communication," comments Gorman. "Really, it is as simple as that, and yet many online marketers believe social media is the be-all and end-all in today's digital environment."

According to ExactTarget, a big part of the chasm between e-mail and social media preference has to do with technology. Perhaps surprisingly, the article finds that only 51 percent of consumers have smartphones. For consumers with smartphones, the study notes, online behavior is completely different, and may help to explain the relatively low showing for social media sites.

The article's conclusion is that virtually all marketers, and an overwhelming majority of consumers -- including those who own smartphones, and those who do not -- check e-mail on a daily basis. Daily Facebook use is much lower, and Twitter use lower still. Thus, for the online marketer seeking to optimize his or her chances of really reaching consumers, the article suggests that e-mail is the preferred tool.

"Of course, it is really not so simple," opines Gorman. "The savvy online marketer will use a variety of strategies and approaches, and will target his or her marketing channels to match the behaviors of the target audience. For instance, while Facebook may not be the best tool for reaching those who do not own smartphones, Facebook is probably a very good way of reaching college students, or other marketing professionals."

Even so, Gorman says, e-mail marketing offers a wider range of benefits than it is sometimes given credit for. "For all of the talk about e-mail use being on the decline, this article reveals that it is still an inclusive and effective way to reach consumers," concludes Gorman. "As such, marketers are foolish to neglect it."

Rich Gorman is a pioneer in the direct response marketing field; he is also active on Twitter, @richgorman101.

ABOUT:

Online marketing pro and direct response pioneer Rich Gorman is known for his personal brand, Direct Response, and for the Direct Response blog, which gives away countless thousands of dollars in trade secrets and insider tips, day in and day out. Additionally, Gorman is a widely praised technology pundit, social media guru, and search engine expert. He routinely offers his thoughts, predictions, and comments on new and breaking developments in the online world.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
“delaPlex Software provides software outsourcing services. We have a hybrid model where we have onshore developers and project managers that we can place anywhere in the U.S. or in Europe,” explained Manish Sachdeva, CEO at delaPlex Software, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
From wearable activity trackers to fantasy e-sports, data and technology are transforming the way athletes train for the game and fans engage with their teams. In his session at @ThingsExpo, will present key data findings from leading sports organizations San Francisco 49ers, Orlando Magic NBA team. By utilizing data analytics these sports orgs have recognized new revenue streams, doubled its fan base and streamlined costs at its stadiums. John Paul is the CEO and Founder of VenueNext. Prior ...
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, will demonstrate how to move beyond today's coding paradigm ...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Big Data engines are powering a lot of service businesses right now. Data is collected from users from wearable technologies, web behaviors, purchase behavior as well as several arbitrary data points we’d never think of. The demand for faster and bigger engines to crunch and serve up the data to services is growing exponentially. You see a LOT of correlation between “Cloud” and “Big Data” but on Big Data and “Hybrid,” where hybrid hosting is the sanest approach to the Big Data Infrastructure pro...
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
With 15% of enterprises adopting a hybrid IT strategy, you need to set a plan to integrate hybrid cloud throughout your infrastructure. In his session at 18th Cloud Expo, Steven Dreher, Director of Solutions Architecture at Green House Data, discussed how to plan for shifting resource requirements, overcome challenges, and implement hybrid IT alongside your existing data center assets. Highlights included anticipating workload, cost and resource calculations, integrating services on both sides...
"We are a well-established player in the application life cycle management market and we also have a very strong version control product," stated Flint Brenton, CEO of CollabNet,, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Unless your company can spend a lot of money on new technology, re-engineering your environment and hiring a comprehensive cybersecurity team, you will most likely move to the cloud or seek external service partnerships. In his session at 18th Cloud Expo, Darren Guccione, CEO of Keeper Security, revealed what you need to know when it comes to encryption in the cloud.
We're entering the post-smartphone era, where wearable gadgets from watches and fitness bands to glasses and health aids will power the next technological revolution. With mass adoption of wearable devices comes a new data ecosystem that must be protected. Wearables open new pathways that facilitate the tracking, sharing and storing of consumers’ personal health, location and daily activity data. Consumers have some idea of the data these devices capture, but most don’t realize how revealing and...
What are the successful IoT innovations from emerging markets? What are the unique challenges and opportunities from these markets? How did the constraints in connectivity among others lead to groundbreaking insights? In her session at @ThingsExpo, Carmen Feliciano, a Principal at AMDG, will answer all these questions and share how you can apply IoT best practices and frameworks from the emerging markets to your own business.
Ask someone to architect an Internet of Things (IoT) solution and you are guaranteed to see a reference to the cloud. This would lead you to believe that IoT requires the cloud to exist. However, there are many IoT use cases where the cloud is not feasible or desirable. In his session at @ThingsExpo, Dave McCarthy, Director of Products at Bsquare Corporation, will discuss the strategies that exist to extend intelligence directly to IoT devices and sensors, freeing them from the constraints of ...
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Traditional IT, great for stable systems of record, is struggling to cope with newer, agile systems of engagement requirements coming straight from the business. In his session at 18th Cloud Expo, William Morrish, General Manager of Product Sales at Interoute, outlined ways of exploiting new architectures to enable both systems and building them to support your existing platforms, with an eye for the future. Technologies such as Docker and the hyper-convergence of computing, networking and sto...
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...