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How Your Email Marketing Can Rock In 2016

December 22, 2015

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When it comes to figuring out your company’s marketing strategy, you have to be absolutely clear on how email marketing can help you. So many companies are ignoring email because they think it’s no longer worthwhile. This is a mistake. Stats tell us that over 200 million emails are being sent out every 60 or so seconds – so you can see that if you’re ignoring email marketing, you’re missing out on a heavily used platform.

So many people are under the false impression that email marketing is dead. It isn’t. Here are three reasons why you need to take note of this:

1. Email has many advantages over social marketing

Those who talk about the demise of email marketing tend to be focused on the benefits of social media marketing. It’s true social media has changed the face of marketing and it can be attributed as the reason why many no longer have as much faith in using email.

However, it would be naïve to think that social can beat email in every single marketing aspect. To be most effective in your marketing campaigns, you need to use multiple marketing channels. Marketers can get too distracted by all the ‘fun’ things that social media has to offer and, in fact, end up alienating their audience.

Email marketing provides companies with a dedicated, professional manner in which to connect with customers and clients, and provides a way to provide audiences with insightful, useful content (instead of ridiculous and useless memes!) You should take time to think about how many of your customers/clients are likely to have an email account (probably the majority) versus the number who have a social media account (probably a lot less).

The main benefit of social over email is customer engagement but email is a far superior channel to drive sales, gain new customers and helps you to retain customers as well!

2. Email marketing is still evolving to suit the times

Email marketing has come on leaps and bounds over the past few years, so don’t discount it just yet! It is now so much easier to measure the success of email marketing too, enabling companies to monitor, measure, test, and of course adapt emails to make sure they’re as effective as possible.

Improvements in technology has also changed the game as far as email marketing is concerned and has ensured that email can now help your company deliver cross-channel experiences. Liga Bizune, a marketer at ZoomCharts, recently wrote an article exploring a number of key email marketing trends which brands should be looking out for, since they indicate that email is by no means dead just yet:

  • The take up of wearable technology will alter how companies interact with their customers via email.
  • With the transition of email to mobile, there is an increased requirement to generate a higher quality of content.
  • With the integration of proximity and geolocation applications into emails, hyper-targeted, location-based email marketing will arise.
  • Multimedia (i.e. video) will begin to play an even greater role.
  • Behavioural email marketing will be driven by predictive analytics.

3. Email marketing is very effective, provided it is correctly implemented

Most people who complain about the ineffectiveness of email marketing are more than likely not using it properly.

A perfect example of this is when a company sends out a newsletter and finds that the read or open rate is really low amongst their subscribers. The company takes this to mean that email marketing is no longer effective. However, what this really means is that the content of your newsletter is not up to scratch. It is not doing its job properly.

If any of this rings true, you need to ask yourself the following:

  • What is the tone of your content like? For instance is it too impersonal? Is it too promotional? Or do you think it comes across as friendly and useful?
  • Is your content too direct? I.e. does it sound like you’re talking at your subscribers rather than having a conversation with them?
  • Are you managing to create content that delivers on the idea of one-on-one engagement?

Email is not dead or dying. If you believe this then you are missing out on a vital part of your marketing strategy. Email marketing can support your other email marketing tools in a very effective manner – so don’t dismiss it. To do so would be to deny your company an extremely useful marketing tool.

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