However, some companies have forgotten to check off the basics on their email marketing to-do lists, as social media and alternative advertising techniques become more common tools in the arsenal. To help these marketers get back on track with effective, profitable email marketing strategies, here is a look at a few aspects of this approach that simply cannot be forgotten.
Schedule with precision - Great marketing campaigns stick to a tight schedule, especially those that succeed in the highly competitive holiday season. These schedules are by no means arbitrary, either. They are designed based on data that tells marketers the best times to send emails and the types of messages that work best at certain moments. In other words, there's a science to email timing.
Business analysts continue to cite customer experience as the next competitive battleground of the modern enterprise, changing the way companies approach all consumer-facing operations. From sales to customer service, a focus on experience is all-encompassing, and this means that marketing is also included in the mix. Still, marketers are striving to figure out what makes for an exceptional experience, especially when targeting prospective customers and building loyalty.
This is the essence of content marketing, perhaps the most popular inbound tactic adopted thus far. As an infographic from Demand Metric recently pointed out, 90 percent of organizations use some form of content to market their products and services. However, far fewer companies take a strategic and measured approach to this style of marketing.
Email is a vital part of any modern marketing campaign, but unless these messages are optimized for mobile delivery, a brand will surely fall short of its objectives as smartphones and tablets continue to take over.As Entrepreneur pointed out, mobile consumers are checking their email with increased interest and consistency, using their smartphones to open inboxes nearly as often as they make calls. Clearly, opportunities abound for mobile email success.
As marketing strategies develop alongside rapid digital advancement, the sheer volume and variety of data at the disposal of the average brand has increased dramatically.
October is here, and before long, the holiday season will be in full swing. Last year, according to Business2Community contributor John Hayes, consumers spent over $53 billion between Halloween and Valentine's Day - bookmarks of the holiday marketing period.
It's important for marketers to have a game plan for their email recipients rather than letting these lists sit and collect dust. Here are some proven ways to leverage email data for more leads, bigger conversions and a roadmap that ensures improvement in future campaigns.
Everyone makes mistakes now and again, but if a marketing team lets bad habits dictate its approach email marketing, it will soon find that its efforts don't yield the optimal results, or even damage its attempts to promote a positive brand image. Therefore, it's important that teams recognize the harmful pitfalls of email marketing and actively improve upon these practices.
Email marketing teams craft and measure their campaigns with analytical precision, but the timing and frequency of these messages are two elements that often get left out of the equation. With today's consumers getting bombarded with emails at every turn, it's more important than ever for brands to consider the impact of timing and message volume on their efforts. Here's a glimpse as to why these factors matter so much, and what can be done to leverage them properly.