Do you have a retail outlet, a shop, that serves walk-in customers?  I’ve notice that surprisingly few South African retailers send out email newsletters.  A pity, really, considering this:

In a recent US survey by www.emarketer.com it was found that 37% of in-store consumers preferred receiving promotions via email – 18% preferred being informed of promotions via SMS and only 9% wanted to hear about them on social networks like Facebook.

We’re bombarded with promotional messages daily, but email gives you the power to decide which messages you want to receive and when you want to read them.  Think about it:  When you’re sending out emails to people who subscribed to them these people have already indicated that they’re interested in what you have to offer – and much more likely to be persuaded to participate in a promotion or buy a product.

Email is also one of the most popular methods of communication.  The same study also reflected that more than 90% of all adults in the United States have email accounts, whereas only a select few are on Facebook or Twitter.  So, even though you might think you reach more people with your social media, you're likely to reach a much wider, more engaged audience with email.

So where are the South African retailers?  I want to know what Woolies food products are discounted this week, when Zoom will be getting in their winter boots or when Mr. Price is getting in new stock!  Are you providing your customers with the information they want, the way they want it?

We have so many international clients and franchises that it takes some brainwork catering to everyone’s individual needs.  I find the South African in particular quite tricky, because we’re on par with international markets in some ways, yet obviously very behind in others.  One particularly frustrating aspect is our limited internet access: Too many people don’t have access to the internet at all, or their internet is exasperatingly slow.

BUT

Earlier this week Fin24 reported that South Africa’s online usage has risen by 51% in the last year.

You can read the full article here; it reveals some inspiring statistics. 

Almost the same number of people who read a newspaper every day now use the internet every day.  Last year 5.3 million South Africans were internet users; that number has grown to 9.1 million.

Several factors are listed as possible reasons for this massive boom in web browsing:  The global focus and adaptation of digital media in the business environment does, of course, have an influence, but recently we have also seen many expos and conferences aimed at educating the local market place on online benefits.  More educated users have resulted in people utilizing the internet more effectively and more people installing home connections.  Greater social media interaction is also viewed as a contributing factor, but one of the most important has been the escalated competition and price war among ADSL providers – it’s made it a lot easier for the average Joe Soap to have access to broadband internet. 
This means companies that make use of online marketing can reach larger numbers of people at a relatively low cost.

Good news for South African email marketers?  I think so.