Digital marketing has come a long way in a very short space of time. Those of us who have been using the internet for a few years can no doubt remember generic, badly written spam adverts hitting our email inboxes, and annoying pop up ads disturbing our web use. Now, things couldn’t be more different.
Whereas once online advertising was obtrusive and, if we’re honest, something of a nuisance, it has now developed into being something which can be subtle, intelligent, engaging and very successful if handled correctly. Many people would assume that email marketing is now outdated, but this is not the case. Although socially more people are inclined to use text messages, instant messaging or social media networks like Facebook to communicate with friends and family, email remains the preferred channel of communication for businesses and professionals. Reaching out to your intended audience via email remains an active and potentially successful way to connect with your potential clients.
At this point, you may well ask “hasn’t email marketing been outlawed in the UK and across the EU?” Although that is how some have interpreted the new laws to protect private data, it isn’t actually the case. The laws around email marketing have, in fact, served to make this form of online marketing all the more effective. Now, email account holders in the UK can either make what is termed a “hard” or “soft” opt-in to receive marketing emails. All such emails need to carry a link that easily allows the recipient to opt out of any future similar communication.
This means that the rule of “less is more” is in full force. Whereas fewer people might receive your email than before, now more of the people reading it are likely to be interested in your product or service, making it more likely that they will follow up. Technology makes it possible to send one message to a million people, but of that number perhaps only ten will be interested and respond. A more intelligent approach is to select a thousand recipients, of which a hundred or more are likely to engage and respond.
Here at Web Consultancy we specialise in delivering effective email campaigns and other forms of online marketing. If you’re looking for the most effective way to promote your business through digital marketing, get in touch with our team. We’ll present a strategy designed to meet your unique requirements.