How has e-mail marketing evolved to stay relevant?

February 2, 2017

Rick Knutsen

wsigenesis

As Internet marketing experts, we’ve heard of many people who disregard e-mail marketing in order to make room for other digital marketing strategies. While we’re all about embracing new technologies, updated algorithms and multi-platform strategies, e-mail marketing is still very relevant in this day and age – but only if you’re smart about how you execute your e-mail marketing plan. Here are a few ways in which e-mail marketing has evolved in order to still stay relevant:

Empower the reader

In the past, people would buy databases full of e-mail addresses and spam large batches of recipients. Today, online security and privacy make this extremely difficult (and sometimes illegal) – and the chances of getting customers this way are very slim.

If you want to truly engage your target audience, you need to empower them by offering them quick, easy ways to subscribe as well as unsubscribe. Offering “unsubscribe” buttons and links on every page may seem counterintuitive, but this allows a reader trust you – seeing as they can break contact at any time. It also makes brands think twice before they hit the ‘send’ button.

Specific goals and in-depth analysis

Companies with the most successful e-mail marketing strategies go to great lengths to analyze their response rates, CTRs (click through rates) and feedback from readers. E-mail marketing has evolved to remove the guesswork and make sure people are really hitting the nail on the head when contacting clients.

Mobile friendly                                     

An increasing number of people are reading their e-mail messages on-the-go, which means that everything from fonts and designs to page width and images need to be condensed in order to fit onto mobile screens.

Want to make sure you’re ahead of the game when it comes to e-mail marketing? Then contact the Internet marketing pros at WSI today.

 

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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