Email marketing is a powerful and dynamic way of reaching your target audience with engaging one-to-one communication that reinforces brand values, encourages loyalty and invites direct interaction with your digital content.
Email marketing messages can be personalised and precisely targeted to existing and potential customers who have elected to receive your correspondance. When used effectively, the immediacy and intrusive ‘push’ nature of email marketing offer significant benefits to sales campaigns and customer service. It may not be as high-profile as some other digital marketing channels, but only SEO is more cost-effective at delivering quality visitors and driving conversions.
The results achieved by email marketing can be tracked from initial delivery to final conversion, making message longevity and return on investment easy to measure and A/B testing easy to manage. The challenge is how to use data analysis for optimum targeting and intelligent personalisation, while following best practice in email creative design and broadcast.
Integrated Email Marketing
In the broadest sense, email marketing involves much more than defined campaigns broadcast en masse. Every external email sent by every member of staff has an impact and represents an opportunity to raise awareness of digital content and social channels. Consistency of presentation and training in best practice are critical. Just because email has become ubiquitous, don’t assume everyone knows how to use it in a way that’s appropriate to your business.
Email marketing campaigns focused on sales or customer acquisition need to be coordinated with offline promotions and other digital activity. By tracking responses, and benchmarking against other campaign results, informed decisions can be made about sales funnel and overall user experience optimisation to improve performance. Email marketing platform choice and the insightful use of web analytics are therefore key.
