Email Marketing in 2012
Lorna McNamara, Marketing Director
Email marketing was once a key player in any marketing strategy and a relatively low-cost CRM tool, however, with the buzz surrounding social media over the last few years, many predicted its demise. However, the popularity and effectiveness of email marketing has enjoyed a resurgence in 2012 with many realising that it is an important element of an integrated digital marketing strategy.
To ensure that email marketing works for your business, you need to have a relevant and compelling message. To utilise customer analysis to provide targeted campaigns or offers to ensure that the right message goes to the correct inbox. Whereas before timing was considered a determinant for success, increasingly sorting emails by perceived relevance will be more important. As with other elements of the digital mix, emails and social media need to work in an integrated fashion to increase effectiveness – in essence social media enhances emails rather than killing them off!
Tuesday, May 15, 2012