It’s not unusual to come across articles, blog posts and reports dismissing email marketing as being "old school" or out of touch with what our customers want. Some even go as far as to say email marketing is dead.
Well I’m here to tell you email marketing is still relevant in today’s changing market.
Sure, the digital scene is constantly evolving, but email continues to prove its worth through advanced segmentation, in-depth analytics and strategic integration with other channels.
What’s more, 64 per cent of marketers are planning on increasing their investment in email marketing this year. So what exactly is it about email marketing that keeps us coming back for more?
1. Connect with your readers using personalisation and segmentation
Email marketing allows you to easily personalise campaigns and specifically target segments of your audience and this has long been an effective tactic for email marketers.
By leveraging what you already know about subscribers, such as their personal interests, demographics, buying patterns and email behaviour, you can create a customised email that is high-impact due to its relevancy to each recipient.
What better way to engage your customers than by sending personalised content they actually want to receive?
2. Find out what works with advanced reporting
Email service providers, such as Vision6, offer a range of in-depth analytical and tracking tools. Not only can you see who has opened your email and clicked links, but you can measure trends over time to find out exactly what works for your audience. Email reports can be used to continually improve campaigns to ensure your content is engaging, the time you send emails is a good fit for your readers, and your calls to action effective.
3. Optimise campaigns with email testing
The days of "going with your gut" are on the way out because you can test different elements within your emails. The easiest and most common way to experiment is with A/B split testing. By testing various elements of your email marketing campaigns you’re able to optimise your campaigns for higher opens, clicks and conversions.
Personally, I love having data to back-up the decisions I make, so this is a big bonus for email marketing in my books.
Want to learn about why email marketing is the most powerful marketing tool?
This is just the tip of the iceberg - to learn more about why email marketing still works and how to get the most bang for your buck come along to the Email Marketing Summit of Australia on 16 October at the Brisbane Convention and Exhibition Centre.
I’ll be there talking about why integrating email marketing with your other systems is a great way to save time and give your customers a better experience.
Subscribe to the Vision6 blog to learn more about the power of email marketing.
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Kelly has a love of all things marketing and communications and in particular email marketing.
As Vision6's Content Marketing Manager she is a hands on ambassador for email marketing. In particular, she uses integrated marketing communications on a daily basis to educate businesses and help them unlock the power of email marketing.
Vision6 is an established technology leader and has been helping business owners promote and grow their business with great looking emails since 2001.