“The social media web is a very noisy one indeed and making sure that you are heard requires you to shout more effectively, rather than louder.”
x – David Amberland
DID SOCIAL MEDIA KILL EMAIL MARKETING?
Perhaps video DID kill the radio star, but is email marketing suffering the same fate at the hands of social media?
Take a moment to think about your inbox. How many emails did you receive today that you would consider to be “junk?” There are likely to be quite a few that you won’t even consider opening. Does this mean that email marketing is an old tactic?
Social media is definitely in the forefront but email marketing does NOT need to take a backseat! Social marketing needs to be part of your overall marketing strategy, but don’t give up on your email marketing yet…or allow it to play second fiddle! Why do you suppose that email marketing is becoming less of a priority? Perhaps, very much like its social media cousins, our email marketing is becoming less strategic.
Think about all of those uninteresting emails in your inbox. Have you considered how many companies are responding to a recent purchase and inviting you to make a similar purchase again, whether you’ve just bought a house, got a haircut or treated your child to a new outfit? You didn’t open them, because the sender didn’t catch you at the right time in your buying cycle!
That is just one error that email marketers make. In order to avoid having your readers delete before they click, keep these suggestions in mind!
1) Be aware of purchase cycles. If your customer just purchased a product or service from you, this is NOT the time to offer the same thing to them again. Try to think like your customer. If you had just purchased X from you, find a Y to offer them instead.
2) Target your emails. Keep separate lists for clients and prospects and then segment THOSE lists so that your audience is as specific as possible. The more information you have about your contacts, the more specific your targeting should be.
3) Allow for opt-outs. What? I don’t want to LOSE subscribers, do you? Well, perhaps you do, if you don’t want to waste time and resources emailing someone who is not interested. Plus, it is the law, according to the CAN-SPAM Act so you MUST be compliant with this anyway.
4) Gather as much data as you can. Every list seems to ask for a name and email address, but that’s not much info to go on for a targeted email campaign. Keep in mind that you have OTHER information available, including the date that they signed up for your stuff. Consider how active they were (some email programs will allow you to track their activity). What did they purchase from you? Has their status changed? Were they a prospect then and a client now…or vice versa?
Consider these ideas as you put together your marketing plan and use them to make your marketing even more effective. An effective email marketing program, including sending newsletters like this one, is still an important part of the plan.
Social media did NOT kill your email marketing plan. It may just need a bit of tweaking!
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