Email marketing continues to evolve. Some may feel that it has become a marketing channel that was more effective before the social media revolution but quite the opposite is true. Email marketing has become even more important to organizations that take the time to use it in its most powerful manner - as a tool to engage their customers with their brand.
EXECUTE Email Marketing
One may ask, is it time to execute email marketing all together? The resounding answer is no, as this infographic illustrates, 2016 projections suggest that spending on email marketing are set to exceed $2.5 billion:
Image Source
So if the consensus is that email marketing should not be "executed" as a central part of a successful internet marketing strategy, the question then becomes how to "execute" it properly. To that end, there are several best practices that can be taken under consideration to tailor an effective and successful campaign:
- Ensure those receiving your email marketing have confirmed their subscription
- Your email marketing complies with all requirements of the CAN-SPAM act
- The coding and writing of your email avoids SPAM triggers
- Build enticing emails that encourage response and engage the consumer
- Have well conceived and fully optimized landing pages to capture conversions
- Multi-channel support has been given close attention and strategic consideration
- When devising a schedule insider frequency and timing
As with all things in marketing, tweaking and adjusting strategy generally leads to success - email marketing is no exception - with these tools in hand, the labyrinth of email marketing can be tamed and manipulated to compliment the most aggressive strategy. Remember that the key is to engage the recipient with each an every component of your internet marketing strategy and, over time, the relationship will yield the desired results.
Excellent post on e-mail marketing. Before this class, I didn't even realize that people believed e-mail marketing was potentially dead because for me personally it is by far the best channel with which companies to develop a relationship with me.
ReplyDeleteI think your post very nicely summarizes why it is still valuable and how it should be used!
I think this post goes hand-in-hand with the previous post regarding cross-channel marketing. I know many people who rely on Twitter for their information, anything slower than real-time is simply not fast enough. Yet I think for marketing purposes, there is still a need for email, there is simply a different approach to email marketing than there was several years ago. Knowing which customers are most engaged with email is key to any successful campaign.
ReplyDelete