The big comeback of email marketing

TheEmail marketing is a regular topic of heated debate, fueling the same topic: is email a dying medium of communication? Many marketers have already claimed that traditional means of communication are giving way to new channels, such as social media and apps.

One cannot, of course, argue with the diminishing effectiveness of a mass communication method that sends an identical message to one target group. But looking at marketing automation, do you think email is history? So it’s time to ditch your email communication strategy.

Danielle Weisberg of TheSkimm doesn’t think email is over. Since launching TheSkimm four years ago, Danielle has faced firsthand headwinds. Potential sponsors weren’t kind to her. “Email marketing is at the end of its life. Why not create an app?” His answer, they had to assimilate it via email, makes his point perfectly. Email was not alive before.

Does email really make way for social media? Let’s compare the numbers. From experience, we know that even the lowest quality email newsletters achieve a finger-nose-open rate of 20%. For comparison, a Facebook ad gets an open rate of 0.01% according to Quora. This is what Mark Zuckerberg understood. If you thought emoticons were a revolutionary discovery from Facebook, we will disappoint you. Emojis allow you to like a message but also to indicate that the post saddens you, annoys you or, on the contrary, makes you happy. By discovering the aspects that affect our mood, ads are now more targeted. A tactic that Facebook has clearly taken away from email marketing.

Unfortunately, we often observe the opposite. Marketers simply apply the logic of Facebook ads to their email campaigns. People are reduced to endless lists and size seems to be a requirement. At this point, email is no longer a means of communication but a channel. Check out the personal touch that makes email special. Email is personal and direct. Why not reap the fruits?

Apart from the advantages of personal communication, email is also perfectly integrated into the daily rhythm of the recipient. Apart from phone calls and text messages, email consultation is one of the most common uses of smartphones. So sending an email is a great way to reach your recipient. Not to mention that email is also a universal tool. It is a very easy way to connect with someone on the other side of the world.

You also have the option to integrate email marketing into other marketing strategies. You can tell someone about your last Facebook post. You can notify someone when you start a webinar. You can also warn that the offer is about to expire. Traditional medium or not, email marketing has continued to evolve. Where senders used to send their emails in bulk to their contacts, they now use these emails to build a personal connection with recipients through personalization. So emails are seen as a safe bet, not a “traditional” bet.

Don’t let email turn into a channel, but use it to your advantage as a means of communication. It is therefore essential to add value to it by creating customized email campaigns that focus on useful content. Use data and contextual information from your audience to send the right message at the right time. Instead of bombarding your contact list with impersonal emails, take the time to analyze your recipients’ online behavior. One savvy marketer has already modified his view because it is true that traditional communication strategies are giving way to new ones.

By Michael Dassen (Flex Mail)

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