The Ever-Changing Landscape of Email Marketing

The Ever-Changing Landscape of Email Marketing

Email might seem like old-school marketing, but don’t neglect your mailing list. As we approach the holiday season, it’s vital to keep in touch with customers. According to some reports, 75 percent of Internet users have started their online shopping earlier over the past two years, and are ripe for ready updates on products, services, sales, and more. Unfortunately, email’s reach and affordability creates a paradoxical obstacle: the more people send, the harder it is to stand out. More than 330 billion emails are sent every day, making it difficult to get your message read rather than ignored or redirected to the spam folder.

Rely more on your mailing list. Your list is composed of the people most engaged with your brand. They entrusted you with their contact information, which means they want to hear from you. Optimizing your email list and marketing can ensure your emails are rising to the top of the pile and converting customers. Before you begin, it’s good to see what’s worked in the ever-changing landscape of email marketing and how paying attention to email marketing trends can get your emails opened.

Testing, Testing

AB testing is a necessity for charting and gauging your emails’ effectiveness. Regularly review the metrics provided by your email delivery program to determine what gets people to interact with your emails. Look for the days your emails are most often opened; which subject lines inspire people to keep reading; and whether your calls to action are clear, concise, and motivational.

The Chance of a Lifetime

Lifetime value is the total amount of revenue a customer can invest in your goods and services over the course of their life. In a way, it’s a measurement of customer loyalty and interest in your company. Email marketing is a good way to pursue and protect lifetime value because it has the highest ROI of any channel. The people on your mailing list already trust your brand. Support and sustain that lifetime value by providing content that is informational and valuable to them.

The Omni-channel Approach

We’ve addressed omni-channel strategies in a previous blog. It does involve different platforms and methods to reach customers, but it’s much more than that. Briefly, an omni-channel strategy involves “operating a marketing strategy through multiple outreach methods aimed at providing your customers with a seamless shopping experience.” Leveraging these methods/channels can drive growth, especially email. Consistent content delivery is a requirement, and email remains an elegant way to do just that. It keeps you top of mind in your customer’s heads and lets them know you haven’t forgotten them, while keeping them informed about your activities.

One of the biggest benefits is the amount of data accrued from the people who open your emails. This data can be segmented into different categories (for instance, a VIP list of regular purchasers), which can be parlayed into sales, leads, and more. Email provides a greater understanding of your current audience, which grants better insight on attracting similar audiences who might enjoy your products and services.

In Conclusion…

The ever-changing landscape of email marketing still remains one of the best channels to obtain more clients. But to make the best use of it, content needs to be useful and consistent, and the amount of segmentation and testing performed must become more granular. This helps stem the possibility of opt-outs, unsubscriptions, and being reported as spam.

Those are just a few email marketing tactics for empowering your emails. If you want to explore how email marketing can boost your sales, contact us for a consultation. LP offers multiple email marketing solutions to this new competitive environment, as well as ways to make your emails more meaningful!

Alex Bedgood

Alex Bedgood, Assistant Sales Manager

Alex Bedgood is an Assistant Sales Manager at Logical Position, an Inc. 500 company headquartered in Oregon with offices nationwide. The agency offers full-service PPC management, SEO, Social Media, Amazon, and website design solutions for businesses large and small, and was ranked as the third best place to work in America by Inc. Magazine.

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