Is Email Marketing Still Viable?

With the rise of social media, and the ever-present drive for marketers to engage with their audience across the many social media platforms they frequent, you may question as to whether email marketing is still viable, and if it still has a place in the always-changing advertising landscape.

The short answer is yes. The long answer, however, involves delving into where email now fits into the advertising sphere as a whole, and more importantly, where it fits into a properly executed and well-rounded advertising campaign.

Now, let’s backtrack for a second and think about what it is exactly that makes a campaign well-rounded. To put it simply: it needs to be dynamic—a well rounded advertising campaign needs to create an experience for your audience that engages them on multiple levels, across multiple channels, and ultimately helps them forge a deeper connection to your brand, and build trust.

So, where does email fit into all of this?

Emails are best sent after your audience has been exposed to your brand, perhaps through a series commercials on TV or Youtube. Or better yet, after engaging with you via a hashtag.

While that initial discourse is great, it is ultimately fruitless if the conversation doesn’t continue. Follow up soon after with an email, or series of emails, in order to re-connect with your prospects and keep them immersed in your brand.

However, it’s more than a matter of simply reaching out. Your emails need to be compelling in order to capture the customer’s attention—they need to be aesthetically pleasing, and be laid out in a way that is intuitive, seamless, is displayed properly no matter what kind of device they’re opened on.

And of course, those good looks are nothing without the content to back them up. Your emails need to be personalized. Leverage the customer information you already have, pay attention to what people are saying about your brand, and show your audience that you understand what they value and where their interests lie. Perhaps consider running multiple versions of the same email in order to properly connect with the various sub-segments that make up your target audience.

Taking this approach will give your customers the feeling that you are speaking directly to them, and will drastically increase their likelihood of carrying out your call to action—whether it be clicking through to a landing or order page, your company website, or whatever the next step in your campaign may be.

To boil all of this down into one metaphor: email is the bridge that closes the gap between the exposure, and action stage of your campaign. And it is in the course of traversing this bridge where your audience goes from prospects, to customers

James Nash