Has e-marketing had its day?
7th October 2011
We think not! Though direct communication with customers via social media channels such as LinkedIn, Facebook and Twitter is rising exponentially, we believe there’s still room for the ‘good old’ e-marketing campaign.
But isn’t e-marketing just spam anyway? Well it’s certainly spam if you haven’t signed up to receive it. And it’s definitely irritating if it’s poorly put together and contains irrelevant information. The problem therefore lies in the message, not the method.
Consumers are still strongly influenced by email. Almost half of the consumers questioned in a recent survey indicated that they would rather receive promotions and sales messages via email, providing the content is relevant.
And e-marketing can work well with social media campaigns, driving online traffic to websites, Facebook and LinkedIn pages.
In short e-marketing is like any other tool. If you use it properly you can achieve excellent results.
Here’s some tips on how to create an effective e-mailer
- Check the subject line. Is it relevant and will it grab attention?
- Keep the message short. If you have a lot to say, direct people to your website for further detail.
- Segment your data. Create specialised lists of contacts to send targeted communications to.
- Analyse the reports. Find out exactly who has opened your emails, how many times they viewed it, how many links they clicked on, and even where they are in the world.
- Use your findings. Inform future strategies and build more successful campaigns.
Econsultancy research study, “How We Shop in 2010: Habits and Motivations of Consumers”