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THE EVOLUTION OF EMAIL MARKETING

The inbox might very well be the best place for shoppers to find their next purchase. According to reports, email marketing drove a higher percentage of revenue than any other tactic. Any marketing strategy would only be made better by including an e-mail campaign as part of its social media presence. It’s cost effective and reaches the consumer directly, making a personal connection with the individual. In a world that prioritizes a more personal experience, it’s important to gain shopper’s trust, ensuring a long-lasting business relationship. Through data analysis, businesses can monitor users habits. This helps to create a sound strategy that will connect with the consumer.

Evolution of E-mail Marketing

      We’ve come a long way since the first electronic mail was sent off in virtual space. After the first ever mass marketing e-mail was created by Gary Thuerk, things only continued to change from there. Hotmail created the first personal e-mails after the birth of the internet. Gone were the days of mere telemarketing and sending fliers. Now businesses could promote their products right to everyone’s virtual doorstep instead for free. Users were bombarded with tons of unsolicited messages, eventually known as spam.

During the late nineties and early 2000s, this led to the emergence of laws regulating commercial e-mails. Companies now had to offer the ability to unsubscribe, and had to follow certain content behaviors. Marketing strategies needed to change their tactics to circumvent spam detection. Providers then offered a system for users to filter out spam themselves. It forced businesses to become even more creative in their strategies to entice the consumer.

Data analysis revealed that consumers are more likely to interact with content that caters to their needs and wants. Companies like Amazon offer personalized deals that align with interaction through their website. However, the most customizable and popular of trends, are e-newsletters. As the original social media of the web, they were thought to have died out. But now they are seeing a resurgence with news articles and an alternative for bloggers. Marketing has taken advantage of this revitalization by tailoring their content to the individual and maintaining relevance. It’s the only way to stay out of the spam box, after all.

Building a Successful Campaign

Selling to customers through e-mail really means having relevant content and putting personalization at the forefront. It also keeps your brand relevant by remaining in the consumers attention through periodic messages. E-mail marketing is building a platform with potential customers as well as existing customers. So, it’s crucial to know what you are doing, or have your messages tossed to the wayside. Know your goals, and you will be well on your way to making a profit.

First, you must actually build a mailing list. This requires having website traffic. Enticing people with a deal, such as a discount coupon, for joining a mailing list they are more likely to sign up. After that, success depends on relevancy and time.

According to experts, a successful campaign is all about paying attention to consumer behavior and tailoring their e-mails accordingly.

No one wants to be lumped together with a ton of other customers in mass messaging anymore. People want to have personal engagement with the companies and brands they buy from.

Once you’ve gained your followers, it’s all about content. Consumers want a unique experience that can only be found through their subscription. You have to know what type of e-mails you will be sending. Take into consideration your target audience and customize accordingly. Once you know what your business’s marketing strategy will be, knowing timing is key.

Studies show that the best timing is in the beginning of the week, and at 10pm, 3pm, and 4pm, when consumers most engage with their inboxes.

Make sure you also consider outliers to these studies, and focus on individuals even within the same demographic. But don’t stop there. To keep your subscribers and some of the more stubborn individuals on the mailing list, businesses need to do a follow-up.

Follow-Up

All the e-mails have gone out and the statistics have poured on. Many opened and clicked through your e-mails. Others have not been quite convinced. It’s up to the follow-up strategy to turn those uncertain potential customers into true, loyal ones. Of course, you can’t forget the tried and true consumer either. Just make sure you don’t bombard costumers with these types of e-mails just as you wouldn’t in the main campaign. Give it time and perseverance and your business will see the revenue in no time.

Is it worth it for your brand?

More people are shopping online, but social media has become saturated with too many advertisements. E-mail has become the go-to for engaging with the consumer. With all the statistics concerning sales, it’s hard to imagine that any business could be without a social media sector. The majority of people today have an e-mail address and the number of mobile users only continues to increase. It is the most reliable source of social media. E-mail crosses all demographics because they are almost a requirement for all virtual interactions. Creating an e-mail marketing strategy for your business is more than worth the time and effort.

Sharon Shichor is the Founder and CEO of Eighteen Knowledge Group. For over fifteen years she has cultivated a vast knowledge base for the wholesale.

sharon@18knowledge.com