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Email Marketing is More Important than Ever

Just what you were hoping to find in your inbox this morning. Another blog on the importance of email marketing!

YES! It’s going to be a great day!

Before you add this to your ‘read when sleepy’ folder, know that this month’s blog covers why it’s never been more important to make certain your email outreach is on point.

In other words, pay attention here as I’m about to save you some money.

Some of the companies that we do business with, namely Google and Facebook, are for-profit corporations that have done a good job of increasing the value, and therefore the cost, of their product. Simply put, they charge more than they did in the past. We work diligently to make certain that despite rising costs, your investment that we steward on these platforms run as efficiently as possible. This maximizes your investment and justifies our existence (not necessarily in that order).

As search and social media continue to evolve, we see them becoming more expensive. There’s just no way to put that nicely. In getting more expensive, these platforms can pose a challenge for smaller brands who want to use them.

And who doesn’t want to use them… right?

Well, Congress that’s who. All the dull crayons we’ve sent to Washington are doing their damndest to put baby in the corner due to privacy issues. This brings me to the point of this month’s blog and let me be the first one to say that it’s about time.

A well-executed email marketing campaign is a very important component of a brand’s ability to acquire and retain customers. And yes, you may have been doing this all along but it might be a good time to take a hard look at something that’s been residing in the ‘yeah whatever’ lane of your marketing superhighway and move it over to the passing lane.

So just what should you be doing to make your email outreach more effective? I mean, if you’ve stuck with me this far you most certainly deserve a few wide-ranging pointers, right?

Be consistent … email on the regular; optimal frequency will vary by industry.

Quality over quantity
… this is true for fishing so it’s therefore true for everything. No really … there’s no quicker way to get opted out than to send useless information frequently.

Audience matters … put time and effort into properly acquiring recipients

First impressions are everything … a compelling subject line is the key to getting people to open your email

Know your stuff … analyze your data to identify better send times to improve open rates

Get help … now more than ever, it’s important to do this right

There’s never been a better time to reach out to your favorite digital marketing company to do a deep dive into your current email marketing campaign. At ReThinc, we are literally staffing up for what we see as an inevitable trend for our clients.

Yes, there are plenty of self-service platforms to handle this aspect of your marketing and if you choose to use one, I will salute you like the flag on a patriotic holiday. But if you’d rather have a great layout, solid content, and an email that’s more congruent to your other marketing efforts, you should perhaps send me a notevia email of course.

ABOUT THE AUTHOR – Ed Olsen is the president/owner of ReThinc Advertising. He has lots of opinions on all things marketing. To read more of them, click here.

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