25 Mar What You Need to Know About Today’s Email Marketing
It’s true – today’s environment affords your access to thousands of tools and techniques for delivering your message. How do you keep them relevant and effective? For a successful marketing campaign, you have to approach it holistically and strategically with communication goals, then craft your messages to best fit the individual delivery channels.
This includes email marketing. It is still very much alive and kicking, but you need to be aware of how it’s changed in order to reach your market successfully with your email message.
Content is King, but CUSTOM Content Rules
Useful content is one of the top reasons people follow brands on social media, so why not take use that information to make the customer or client experience even better? Creative and customized email content likely motivates the consumer to take the action you have defined: 90% of consumers find custom content useful, and 78% say organizations providing custom content are interested in building good relationships with them.
The stakes are higher as our inboxes flood with offers and email systems get more adept at filtering out promotions. Your emails need captivating, creative techniques to ensure delivery, stand out from spammers, and drive them to take action.
As if that weren’t challenging enough, you’ve got multiple mediums in which people view their email – phones, tablets, and now wearable technology! Consumer behavior varies based on where they access messages.
A smartwatch is used to filter nonessential emails from important messages, a smartphone for quick interactions and short replies, and a laptop or desktop for the rest.
That being said, the trend is still moving toward the transition of email being “triaged” on mobile devices first and away from PCs.
All that renders the creativity of subject lines, header text, and visuals more important than ever. You must be able to hold the attention of consumers on their mobile device and inspire a second look once they get to their laptop or desktop.
Another factor in the equation is geolocation marketing. It may be prudent to automatically segment your email list and send campaign information to specifically designated areas.
With geolocation technology, email marketers are able to deliver hyper-targeted information and use smart automation for driving more brand loyalty and introducing new customers to products or services.
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