With the digital revolution came a wealth of digital media and technologies that changed the game for marketers. Never before were there so many new choices for finding customers, capturing their attention, influencing their actions and getting them to respond.
Hopefully, you’ve refined your efforts to involve just the right mix of traditional and new media to bring an ROI that drives revenue and moves your organization forward.
But, there’s always room for improvement, right?
One of the ways to boost your ROI and refresh your entire marketing program is by revisiting an old standby in the marketing realm: email. Email is not only alive and well, but undergoing a revolution that can inject your marketing strategy with greater efficacy, strengthened engagement and better ROI than ever before.
Stronger than ever.
The fact is, the most frequently used apps on the Internet today are not Facebook or Twitter, but rather Apple Mail and Gmail. If you ask many marketers, you’ll find most of them plan to send more email this year and ramp up its use in the future.
Why? Email boasts an ROI of 3800% and drives more conversions than any other channel. Advertising messages are five times more likely to be seen in email than they are on Facebook, and email is 40 times more effective for acquiring new customers than Facebook or Twitter. It would be foolish for any marketer to back away from such solid performance.
What’s more, there are exciting new trends revolutionizing the use of email for marketers, ones which are proving to boost the effectiveness of this already powerful medium. Here are three things to look into now:
Email can be monetized more than ever before.
Be aware that the business model with regard to email has evolved quite a bit from paying a service provider to simply send out a static email with the content of your own creation. Today, using the right partner, you can dynamically place ads in published email newsletters that have an already-targeted audience, perfectly primed for your personalized, relevant customer message.
That fact allows you to take an entirely new approach to creating content that truly resonates with your audience and entices them to act. Best of all, monetizing email can take many forms, it’s not that hard to do (the whole operation can be automated and made to work on-the-fly) and it’s an extremely effective way to monetize your email strategy compared to the old static model.
The use of dynamic content in email is changing the game.
How can your email strategy evolve to have a stronger impact on your audience? It’s now extremely easy to delight your audience, for example, with a quick video instead of a flat image in email — so why not use it, especially if you have one you’ve developed?
Using video, and other dynamic digital content that you can pull or “scrape” from other APIs and efforts on the web and place into an email campaign, lets you get extra mileage from marketing dollars you’ve already spent — without a lot of the past hassle of re-formatting or developing new.
It all adds up to creating a personalized, impactful experience for your customer with content that is optimized at the time they open it; it truly resonates — and reinforces their interaction with your brand at every point of contact.
You’ll be inspired to leverage other effective trends — like push notifications.
If you’re already an email marketer you are accustomed to some of the best practices inherent in mastering the medium — ensuring opt-in, customizing content, determining the appropriate frequency, maximizing engagement rates, etc.
If that’s the case, chances are you will be able to transfer those skills and find exciting opportunities in the booming adjacent activity now going on with, for example, push notifications done typically through Chrome and Android browsers.
You can’t beat having a one-to-one scheduled push message going directly from your brand to an end-user, giving you the ability to deliver highly personalized, relevant and therefore impactful content directly to your desired audience.
The above three ideas are just a few things that are truly worth looking into now, in order to revitalize and refresh not only your email approach but your entire marketing program. It’s the perfect time to take advantage of the new email marketing revolution.
With a little forethought, research and the right partners to take advantage of new tools, you’ll begin to reap the powerful benefits still promised by this relatively old — yet extremely high-performing — advertising medium.
About the Author: Jeff serves as CEO of PowerInbox which helps companies monetize their email newsletters through dynamic content. Jeff earned an MBA with high distinction from Harvard Business School and graduated Summa Cum Laude with B.A. in Economics from Columbia University.