By Zuko Mbewu

I love people, I love words and I love to communicate. A world without linguistic interaction or some form of engagement that involves words and such is frighteningly silent. Where there are words there is life, and where there is life there are dreams, where there are dreams there is business. I am a freelance translator, conference interpreter and writer for business based in Johannesburg. My roots are in the former Transkei, in Mount Frere, but I live and work between Johannesburg and Latin America.

Over the past year, I have had the pleasure of facilitating linguistically for business, between South African, Spanish, and Latin American enterprises in English, Spanish and Portuguese. There is, however, a less obvious need that exists for interpreting one’s message, even from English to English. I am talking about the products and services that you offer your clients here in our local markets. You may know what product or service you offer, but does your client really understand your intentions concerning their business? Does your prospective client know where to find the very service that they are looking for which you are unequalled in rendering? These are the questions that all enterprises ought to ask themselves and this is where intelligent or accordant marketing comes into its own.

Accordant or relevant email marketing, for example is still the most trusted form of marketing goods and services. It is not at all a negative vehicle for conveying your message, but rather it is the precise presentation and reflection of your corporation in a few but relevant game-changing words. This does not involve the filling of your sent items folder, or your client’s inbox with messages they cannot use, but it involves a single message that goes out to bring two enterprises together for mutual benefit. It is simply the artful expression of what you can do best in order to help your customers grow their businesses.

Perhaps the negative stigma attached to email marketing has come about because mass mailing so far, seems to have been divided between messages you can use and others that we could class as irrelevant. For me email marketing or marketing in general, is best viewed as a sharing a single piece of vital information for the survival of your business. Accordant email marketing still comprises of the 56% of the overall marketing that you need to do in order to grow your business.

Here are a few curious statistics from the global stats monitor:

  1. The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. (Radicati Group)
  2. It is projected that in 2014, 191.4 billion emails will be sent and received each day with about 108 billion of those being from the business sector. (Radicati Group)
  3. 78% of marketing emails are sent to a personal email account. (ChoozOn)
  4. There are 3x more email accounts than Twitter and Facebook accounts combined. (Radicati Group)
  5. 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. (ChoozOn)
  6. Knowledge workers on average spend 13 of their working hours each week in their email inbox. (McKinsey & Company)
  7. 92% of online adults use email, with 61% using it on an average day. Those who were most likely to use email on a daily basis were those with a college degree or an income of <$75,000. (Pew Research)
  8. One survey found that 90% of business people use email as much, or more than they did last year. (Osterman Research)

    Email Preference & Usage Statistics
    So, email has an incredible reach – but how are people using it and what are their preferences?

  9. When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. (Nielsen Norman Group)
  10. Mobile matters: 41% of emails are opened on a mobile device. (Campaign Monitor)
  11. Email triage is a growing trend. 23% of readers who open an email on a mobile device open it again later. (Campaign Monitor)

  12. Email Effectiveness Statistics

    1. 70% of email readers open emails from a brand or company in search of a deal, discount, or coupon. (The Social Habit)
    2. Email is 40x more successful at acquiring new clients than either Facebook and Twitter. (McKinsey & Company)
    3. You are 6x more likely to get a click-through from an email campaign than you are from a tweet. (Campaign Monitor)

    4. 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. (eMarketer)
    5.42% of B2B organizations say email is one of their most effective lead generators for targeting new clients. (Circle Research)
    6. Companies sending over 100,000 emails each month see a 94% return on investment. (MECLabs)
    7. Newsletters are still considered to a great way to grow or maintain relationships, even during times when people aren’t actively making purchasing decisions. (Nielsen Norman Group)
    8. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. (The DMA)
    9. One study showed that email is the second most used marketing tool (after a company website) for B2B companies. (eMarketer)

    Can you really afford to go on without an email marketing campaign in place for your business?

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