Social media may be the young whippersnapper nipping at email’s heels, but the content king of the inbox still holds sway in social influence, according to a study by SocialTwist. Over an 18-month period, SocialTwist monitored 119 referral campaigns from leading brands and companies. The results showed a significant advantage to email’s ability to convert new customers compared to Facebook and Twitter.
Hello, Steven. Nice article. You have hit the nail on the head. I too believe that both old and new marketing needs to compliment each other to get the desired result. I feel that with data from new marketing solution like social media shall be added to old tools like email marketing and direct mailers to make them more efficient and bring real business value. Thanks for highlighting the points.
There’s no denying that email is a huge part of our lives. We receive lots of emails every day – whether its for work, from friends or even from that webshop you purchased from three months back. It is and remains a great way of getting a message across to your target audience without being too invasive. Because email marketing is so effective, it’s role has only become stronger in recent years, even with the rise in popularity of social channels such as Twitter, Facebook and LinkedIn. As a result, there are several great email marketing tools available to choose from, many of which cater to the creation, design, distribution and analysis of emails used in email marketing campaigns.
We also love how consistent the design of Uber's emails is with its brand. Like its app, website, social media photos, and other parts of the visual branding, the emails are represented by bright colors and geometric patterns. All of its communications and marketing assets tell the brand's story -- and brand consistency is one tactic Uber's nailed in order to gain brand loyalty.
Marketing emails need to be personalized to the reader and filled with interesting graphics. Few people want to read emails that are addressed "Dear Sir/Madam" -- as opposed to their first or last name -- and even fewer people want to read an email that simply gives them a wall of text. Visuals help your recipients quickly understand what the point of the email is.
The downside of just making offers is that they’re not useful on their own. People on your list won’t receive any value from you unless they buy what you’re promoting, so they have little reason to stay subscribed. That’s why this email marketing strategy doesn’t work alone. And it’s why many e-commerce sites struggle to keep people interested. There are a few exceptions (e.g., Groupon) that rely entirely on making offers—but then the reason people joined the list was specifically to receive those offers.
As a growing business, you may also be looking for a CRM solution, and you'll find that the more advanced email marketing services have begun to crossover into CRM. It makes sense: Both types of software deal with managing and communicating with customers. A handful of these services are one-stop shops, either offering both email marketing and CRM out of the box or as add-on services.
Ask for the right information upfront: Great personalization starts way before you hit the ‘send’ button. It all starts with your sign up form. Without data such as name, company and location, you will be very limited with your personalized communication. Remember to only ask for the information you need, rather than the information you want. This is one of the ways that GDPR has impacted marketing teams.