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E-mail marketing evolution and how it should be used

October 18, 2016 by in category Digital Marketing, News with 0 and 0

One fact that many people find surprising is that the very first e-mail dates back 46 years. These days people check to see if they have received e-mails on a daily basis, if not more frequently. The channel is a highly cost-effective way to communicate after-all.

This fact was quickly noted and taken advantage of by businesses. Just like that, companies were able to reach clients very fast with e-mail, reaching out to them with promotions and information about what they had to offer. To this day, e-mail marketing is more popular than social media advertisement.

With time came change though and e-mail marketing is much different now to in the 90s. Data protection efforts and spam filters being implemented, along with the different mediums of e-mail access, made it a challenge for organisations to reach their contact’s inboxes. Despite this fact, with the increase in automation, things are far more interesting today to say the least. There are so many possibilities now for businesses with e-mails compared to when they first arrived on the scene.

By driving traffic from blogging, PR and social, and then placing leads into an e-mail campaign with relevance and tiered content, marketers could see the massive increases in sales conversions. This is even more vital with the recent General Data Protection Regulation laws too. They mean that using data that’s not double opted in shall result in large fines. It’s paramount to focus efforts on gathering data opted in now, including current clients and then build lasting relationships with nurturing campaign efforts.

Of all the aspects of e-mail marketing, engagement is the most principal to define because non-engaged and engaged data have to be marketed with unique content. Discovering original ways of measuring this reliably would make a considerable difference in the world of marketing and replies could be a fresh metric to think on. This may pinpoint how e-mails should be formatted for the purpose of greater engagement. For example, the number of replies from Outlook e-mail styles is bigger than that of heavily modelled led templates.

E-mail is astoundingly powerful if utilised in the correct manner, but the smallest of mistakes can net you an unappealing reputation. Accidents happen there’s no doubt about that, but the lasting impression is one that you probably don’t want. This is why the need to use e-mails right is so huge.

Mass e-mails also act as an extensive blockade. Old led mass-market type campaigns are used less, while clever automation with personalised content and senders is on the rise. Today, it’s not great practice to send impersonalised e-mails, as it gives your contacts the wrong kind of message.

Personalisation is something that’s become an irreplaceable aspect of e-mail marketing. We’re beginning to see the various methods of using it for further impact, which is being made particularly clear as sales and marketing teams start to merge. One example of how marketing personalisation has progressed is with the assistance of dynamic content. This allows unique materials to be supplied to numerous contacts depending on their engagement with campaigns and past behaviour.

E-mail marketing continues to evolve, with marketers finding new and inventive ways to take advantage of it. With some fine strategising and a bit of research, any company can benefit immensely from it.

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