Yet Again, E-mail Wins

Regular readers of this blog know that I make it a practice to cite “B2C” (business to consumer) research from the small/ medium-sized business industry as a proxy for what makes sense for arts marketers. After all, even the biggest arts organizations are by comparison a medium-sized businesses.That’s why today’s research article from eMarketer deserves your attention. One of our competitors in the email world, Constant Contact, has just released a study showing (yet again) that e-mail is the most effective marketing technique out there.

Quoting from the article:

The research found that email, website and in-person interactions were considered the most effective marketing techniques by small businesses.
Where I get frustrated is that when I give seminars or attend arts conferences, the subject of how to optimize e-mail marketing is considered yesterday’s news, crowded out by an intense interest in social media. I’m all for social media; it can surely help you build audiences for the future by targeting a younger demographic. But it makes no sense that we give short shrift to e-mail marketing– especially when the rest of the business market continues to recognize its importance.

– – – – – – – – – – – – – – –

Download Educational Whitepaper "Great Arts Websites: Getting the Fundamentals Right"

Learn More about PatronManager, the powerful CRM platform that helps you sell more tickets, raise more money, and cultivate stronger bonds with your audience, all in one database.