Back To The Future: Email Marketing
With ongoing algorithm changes to Facebook and Instagram in particular, the ability to communicate directly with your own database is more important than ever.
One medium of communication that is seeing a resurgence in value by organisations and marketers is the now humble email.
But what is it about email messaging that has lasted and brought it back into vogue as a valuable marketing tool?
Put simply, it is the only guaranteed-delivery option the internet has left.
As The Wall Street Journal’s technology reporter Christopher Mims recently wrote, “In the #deletefacebook era, it’s become a way to fight back against the algorithms that try to dictate what people see.”
Readers sign up to receive email communication and whilst your communication remains relevant, that should prevent them from hitting the unsubscribe button. Email is still free and a direct way of communication which can be personalised.
The key is take the view that you’re building a loyal and engaged community. Members are looking for you to provide insight, authenticity and interesting information — not just sales spiels.
And whilst the Snapchat generation may view email as being antiquated and not immediate, they all have email accounts. The truth is that you can’t rely on email marketing alone and you will ignore social media platforms at your peril. However, email marketing should hold a key place in your marketing communications mix.
Mims quotes Wales-based jeans company Hiut Denim co-founder David Hieatt as saying, “If you ask me, would I want a mailing list with 1,000 people on it or 100,000 followers on Twitter, I’d take the 1,000 emails all day long, because the business you get from 1,000 emails will be much more than you get from 100,000 people on Twitter or Instagram.”
Your email database is valuable and can be maximised from a marketing perspective very cost effectively. Ensure you build your database and gain the contact details of each new client or prospect.
Two very effective marketing programs which enable you to market effectively to your email database include Mailchimp and Marketo.
Mailchimp is a marketing automation platform that helps you to create marketing campaigns and share with clients, customers and other contacts. Mailchimp will assist with your list management and compliance with direct mail requirements. The platform enables you to manage subscribers, generate custom reports, view click-through and success rates, track your emails, and ensure full transparency of campaigns.
Marketo is a powerful engagement service offering a cloud-based email marketing platform with a range of capabilities including marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight, and website personalisation. One of the big benefits is native integration with CRM suites such as Salesforce.com. A leading digital marketing suite, Marketo will streamline your email marketing processes and enable you to provide unique customer offers through personalisation.