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APRIL TIP

If your digital piece looks and works like a piece of paper it might be time to get creative. Try incorporating multi-media and social media assets such as video, audio, slideshows, a social media footprint, surveys and more. We see greater engagement on email projects that are dynamic.

See more tips here.
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PROJECT SPOTLIGHT

We created this site for a Japanese non-profit that works to clean up Japan’s beaches. When the tsunami hit, we donated all profits to do our small part.
You can too...click here to donate to the Red Cross.

Fujisawa

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Four Reasons Email is Still the Hottest Thing

With the buzz surrounding social media and mobile, it sometimes seems like email is the dowdy old aunt, sporting a hat covered in fake fruit with one foot in the grave. But when you look a bit deeper, you realize that old aunty is rockin'! She’s practically jumping out of airplanes and strutting her stuff on the catwalk!

The truth is, email is still the number one online activity engaged in by Americans across age groups, according to a study by the Pew Internet & American Life Project. There are over 2.9 billion email users worldwide, a number that just keeps growing, while over 94% of US online adults use email and 74% of prefer email for commercial communications.

It’s not just that email is still hanging on. Email continues to reinvent itself, teaming up with social and mobile, growing relationships with target audiences, doing its part for the environment, and generally getting hotter and stronger than ever. Why? Here are four main reasons:


ONE...Email Works

imageAccording to a recent DMA survey, e-mail returned more revenue per dollar spent than any other medium (a whopping $43.62 versus the second highest marketing ROI, Internet Search advertising, which returned a healthy $21.85 for every dollar spent).

Doubt its effectiveness? Here’s one word for you: Groupon!

Simply put, email is the platform of business, it’s insinuated itself into our professional and social lives, which now revolved around email, resulting in new, long-lasting habits (you know, like your Crackberry addiction).

Email is the number one tool for engaging target audiences online. This survey also showed that when asked to receive updates from companies, "only 10% elected to do so through Facebook, while 90% opted for a newsletter.” Another recent survey asked people how they share information on line with friends and family: 78% said email followed by 22% who said social media.

And the idea that email is only for the old and feeble is...well, we’ll be polite and call it horse-pucky. Even the hipsters rely on social. In fact, social media users are more than 60% more likely to check email at least four times a day than those who don’t use social media!

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  TACTICAL TAKE-AWAY  
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If you’re not reaching people in their inboxes, where they live and work, you should be. Consider using E-newsletters or New Media Releases to engage your target audience. With information at their fingertips, you'll gain—and hold—their attention.
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TWO…Email is Social

imageThose stats above aren’t to suggest that social media isn’t pretty fabulous too. It is, and getting better all the time. Rather, the point is—and this is number two—email IS social.

Social and email complement each other, indeed rely on each other. Email has quickly become the currency in an online identity—you need an email address to connect to social networks and receive those DMs. People are hanging up the phone, relying on digital communications more and more, using their email address to establish an online identity.

Moreover, social and email are not “cannibalizing one another, they are fueling one another.” That’s why some of social’s leading gurus are turning to email and thought leaders from many spaces are defending the medium with gusto.

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  TACTICAL TAKE-AWAY  
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Incorporate social elements into your email—a social media footprint inviting recipients to join you on other platforms, a Twitter wiki so recipients can follow your hashtag or Twitter ID, a Facebook “like” button. And don’t forget to cross-pollinate your digital efforts for maximum effectiveness—invite your E-newsletter recipients to join you on LinkedIn and remind your Twitter followers to subscribe to your email list.
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THREE…Email is Mobile

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By the end of 2010, 43.5 million people in the U.S. were reading email daily on a mobile device. In fact, almost half of every hour spent on a mobile device is spent on email, that’s 300% more time spent on email than on any other task (we can’t all tweet on the go!).

It’s not just that your inbox now fits in your pocket. Smartphones are driving a revival in email and mobile is appealing in part because it untethers us from our computer. (There is, moreover, a perception among young consumers especially that email is cheap since it comes “free” with mobile data plans, verses text messaging.)

Just as social media and email work well together, so too do mobile and email work in tandem, fueling one another’s growth

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  TACTICAL TAKE-AWAY  
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Make sure you design with mobile in mind and include a text only version for devices that still can’t accept HTML. And check to see how your email renders on iPhone, iPad, Blackberry and other common devices before you hit the send button.
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FOUR…Email is Green

imagePulp and paper is the third largest industrial polluter to air, water and land in both Canada and the U.S. And, paper manufacturing is the third largest user of fossil fuels worldwide and the single largest user of water per pound.

So when you replace that paper holiday card, annual report, newsletter or invitation with a digital version, you’re not only giving folks a more interactive communications tool, you’re doing something good for the environment. That, along with decreased costs and increased effectiveness, is one of the reasons we’ve seen such a dramatic increase in business emails, paperless bank statements and the like. Companies are increasingly reliant on email for communication, slowly replacing some snail mail with email, improving costs, effectiveness and carbon footprints.

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Did you know checking your email on your computer used more energy than checking on your phone? So with Earth Day coming up, think twice and pick up your handheld when you need to check the inbox, leaving your laptop off.
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The medium of email continues to evolve, getting more dynamic and effective as it adapts to other communications platforms. Maximizing the medium is a must for any good PR or marketing effort. We’re happy to chat about your email needs anytime—just get in touch.