The first email was sent out in 1972, and the world of emailing exploded in the ‘90s. We now live in a much more technologically advanced world. So, is email now dead? With large rises in smart phones, handheld devices, VR and so much more, you might think so. However, email is still a huge part of marketing communication. Here are a few ways email has kept up in the world of ever changing benchmarks, and how you can use this tool to effectively market yourself and your products.
Like all smart platforms, innovative email providers have gone mobile. I would strongly suggest you use that to cater to a mobile-friendly world, since more than 48% of users check email on their mobile devices. Users have access to their emails in the palm of their hand, and they use that routinely. So, whether your campaign is good or bad (we’re betting good), it will most likely get significant recognition. Once you have an email platform that is mobile optimized, you’ll be on your way.
2. Targeting Capabilities
Targeting your audience is easy to accomplish through email marketing. Setting up segmented lists has never been more practical. Whether you accumulate emails through landing pages and form functionality, or not, you are creating a database of qualified leads. Not only can you get right down to business with audiences, you can also test the efficacy of campaigns with platforms like Mailchimp, Constant Contact or Emma. The real question is, how often will you send the emails and to whom? Remember, leads and customers have two very different needs, so at least two automated email setups may be necessary—with targeted content, of course.
3. Flexible Platforms
Email has gotten smarter in the last decade. Platforms have become a staple to email marketing because of the responsive design capabilities that they share. Not only can you optimize content with links to articles, blogs and more, but you can add images to help display your brand. Be careful, though, because you don’t want your design to go overboard. Studies have shown that shorter, text-only emails can be more effective. Go with your gut. Also, use a tool that has great social sharing capabilities—without sharing features, you miss out on extended reach and visibility.
Before implementing an email marketing campaign, ensure your tool has integrated marketing analytics capabilities that can show you things beyond lead information. A great analytics tools will help you with the aforementioned social situation. Tools that show you social mentions, for instance, will generate a more tailored list of leads—you can send more targeted emails to subscribers who mention you on social. Additionally, an effective analytics tool will compare your numbers with benchmarks and allow you to adjust your strategy accordingly.
The advantages of using email marketing are numerous, and email should never be ruled out as a tried and true marketing device—and it shouldn't be used without an integrated marketing strategy. Email experts go above and beyond with different platforms and in ways you might not imagine. That’s us. If you have questions or ideas, drop us a line.