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.
In today's media-saturated world, marketing efforts rely more heavily on content than ever before, capturing the attention and imagination of audiences across sectors. But while most marketing teams understand the power of content, too many brands fail to diversify their deliverables in a way that truly boosts interest and engagement.
Measuring marketing campaign success has always been difficult - where did efforts go right or wrong? Which individuals saw advertisements and which ones actively participated in them? What were their overall thoughts? Luckily, the digital marketing realm offers more tangible numbers.
The power of mobile is readily apparent to any modern marketer. All it takes is one glance at the average workplace or social setting to see that people remain glued to their smartphones at every turn. It should therefore come as no surprise that organizations everywhere are ramping up their investments in mobile marketing.
Modern marketers often debate the most effective strategies of the digital world. With such a wide and evolving range of tactics to choose from, these conversations are simply part of the game.
Email has long held its position as a staple of the modern marketing mix, withstanding the test of time as a wider range of channels emerge from the digital revolution. However, the methods of email content development and distribution have evolved dramatically, with recipient expectations rising along with increased competition in the average consumer inbox. It is now necessary for campaign strategists to revamp their approaches to this longstanding format and adjust their efforts to meet a higher standard of personalization and value.
For years, marketing strategists have watched as digital, consumer-centric campaign strategies won out over more traditional forms of outreach and communication. Now, the transformation is nearly complete, as leading brands develop and leverage power marketing tactics that capitalize on first-party consumer data.
As the war for the email inbox rages on, marketers are growing more determined to outwit their competitors and optimize their initiatives for opens, clicks and conversions. This means that strategists are employing cutting-edge technologies and tactics with regularity and boldness, and those that stagnate in their efforts to innovate will likely fall out of the running.
The winds of change are strong in across the modern marketing landscape, and as organizations shift their strategies to stay aligned with digital advancement, they're also adjusting the dynamics between internal teams and external agencies. An article from the Harvard Business Review recently pointed to Society of Digital Agencies research revealing that more than a quarter (27 percent) of companies now work without an outside marketing team, a 14 percent leap from the year prior. In other words, brands are recognizing the value of a fully in-house marketing operation.
While plenty of new and exciting digital channels have made their way into the marketing mix in recent years, email campaigns aren't going anywhere. In fact, they are making a resurgence thanks to a range of tools and techniques that allow marketers to more accurately craft campaigns and track results.