In the modern online advertising world new, up-and-coming strategies emerge on a constant basis, and deflect attention from old, time-proven tactics. It’s terribly hard to differentiate which techniques work and which are just the current “shiny new thing” and are soon to fade off into the abyss of unused marketing methods.
Email marketing has been around since the beginning of time, as far as online marketing goes, and its efficiency remains high to this day. Despite the entire buzz around Facebook, Twitter and other social media sites as being “email killers”, Email is still one of the most used ways of communication via the internet and remains a top competitor in the online marketing game.
Below are some of the most important concepts any Email Marketing practitioner should utilize in his work:
8 Crucial Elements of Email Marketing
1. Email Marketing is Immediate
Unlike other online marketing techniques, such as Search Engine Optimization or promoting via Social Media, Email marketing is as fast as you can prepare your mailings: As soon as you acquire enough email addresses to deliver to, you can set an automated mailing service (of which hundreds exist, some even for free) to send any number of emails you desire to a large number of customers in no time at all.
2. Email Marketing is Highly Traceable
Email marketing automation systems today offer a variety of data-driven options for the advertiser: How many people opened the email, how many people clicked on one of the links in the email, which link has the highest conversion rate, etc. This enables for easier optimization and higher profitability as your campaign proceeds.
3. The Line Between Spam & Marketing is a Thin One
Spam filters on modern email providers tend to filter out “good” emails as well as spammy ones into the user’s spam folder. It’s critical to understand how spam filters work, and either follow online guidelines for good email etiquette or use proprietary software that will scan your mailings to ensure they will not end up in the trash can. Comprehend that users might not want to receive future email from services they signed up to once, and therefore might mark your emails as spam in their email client, making your email’s likelihood to remain unopened higher.
4. Email is Personal
Much like in social media, email marketing is usually directed towards people who have expressed interest in your product or service. Therefore, they might have provided you with their name, their country, their age or any other data you should take into account when sending them an email. The biggest mistake email marketing professionals advise marketers to avoid is the misuse of this information: it can be the difference between another read email and your next conversion.
5. Email is Important For Branding
A brand is comprised of many different things: a logo, slogan and TV commercial are parts of it, sure, but the customer service, the availability of the service or product and the common feeling they give is part of it too. Using email to contact your customers is great to ensure your brand doesn’t go unnoticed, and can even help you build your reputation as a valuable, credible and active vendor.
6. Email Marketing is Easy on Your Pocket
The only cost you’re going to encounter if you perform your email marketing yourself is the cost of using an automated system to send and track the emails. There is no additional cost per click or per lead and there aren’t any overhead costs if your campaign is performing better than expected. All you’re paying for is the “juice”, or computer processing power and bandwidth, spent in the delivery of your emails and nothing further. This allows for higher ROI’s (return on investments) than other fields, mainly due to the low preliminary cost.
7. Email Marketing Requires Constant Optimization
The creative material used in an email marketing campaign is, obviously, the prime factor of the success of the campaign. It’s critical that the creative be matched to the message that is being transmitted, as well as being comfortable for the human eye and relevant to the demographics of the recipient. It should also be changed and refreshed from time to time, to engage users in a more efficient way and acquire users that might not have clicked on the first email.
8. Email Marketing Should Have a Responsive Design
A lot of email users today (and internet users in general) access the service on their mobile devices. Thzis calls for two things: First and foremost, an understanding on how your email is viewed on both a regular screen and smaller screens, and an optimization of your content (both your email and your website) to promote compliance with these small devices. A lot of read emails go to waste as users cannot act upon them because they are surfing on their mobile phones and tablets. Adapt yourself to the new age of mobile as soon as possible, thus acquiring users that were neglected before.
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