“ Before you create any more “great content”, figure out how you are going to market it first”
-Joe Pulizzi & Newt Barrett
Being well-established in the world of social media and organic search can make even the most well-formed search strategist forget about the significance of email marketing. However, it’s necessary to consider the need of upgrading email marketing campaigns in order to expand your digital marketing portfolio. So what are we talking about? Let us make clear what exactly we are discussing about…
What is email marketing?
You need to distribute your marketing messages to a group of people to attract potential customers or retain current customers. What do you do? You will contact people to market your product or service. You may send ads, solicit sales or try to build a brand of your own! And all these are done through emails and only emails. That is why it is termed as email marketing and traditionally it takes the form of direct mails and transactional mails. Want to know the difference between the two?
Direct emails : You want to announce a special offer associated with your new product and you would like to attract all your customers. In order to send promotional messages, you collect a list of email addresses from service companies or so and send it directly to your customers.
Transactional emails: Order status emails, password reset emails, purchase confirmation emails, and reorder emails….It involves all those emails that involve the action of customers with your company.
What are the benefits of email marketing?
Your customers will eagerly wait for your emails if they find your content valuable and worth reading. So, email marketing is the perfect way for you to boast about your business’ real strength and attract customers in every possible way. The attributes that compel companies to boost its email marketing campaigns are as follows:
Speed: Messages can be sent to your customers fast.
Push: Unlike websites where you pull your customers to visit your site, email marketing services takes the other way round. You send messages directly to your customers in order to remind and re-engage them.
Viral: Your message is forwarded by your customers to other people very easily thereby enhancing your promotional activities.
Personalized: The ability to segment people into smaller lists allows you to personalize your messages based on the information you collect.
Opt-in: Having permission to contact the person is very important and that is why opt-in advertising has an edge over the others.
Tracking: Tracking the number of emails opened and individual link click will be helpful in improving your techniques and performance.
What is the future of email marketing?
So what do you think is the future of email marketing? With the explosion of social media and the changing business environment, email marketing has acquired a new level where customers are targeted much more precisely than social media channels might.
According to last year’s National Client email Report of DMA, email marketing spends were set to increase in the coming years based on the data that 90% of companies view email marketing services as an essential component of their marketing strategy.
What consumers demand?
You need to be dynamic and fluid in order to satisfy the demand from your customers for content that is ‘relevant’. As the competition becomes tight you need to take advantage of the changing market as early as possible. The sooner the better!