The Craft of Email Marketing – Yes it STILL Works


Email marketing, according to Direct Marketing News has made a shift. It is less about campaigning for a particular brand and more about “telling a story” and engaging customers. The article claims, “Marketing now requires a new model of customer engagement around conversations, not campaigns. People buy from Amazon because ‘they talk to me based on my behavior, not a segment like me; I buy and say thank you.”

Marketing like this creates an actual connection with consumers and engages them in whatever is being offered. It is important for companies to realize that there is a journey potential consumers go through before deciding to make a purchase. “Customers are not just waiting for you to shove an offer in their face; there’s a journey they go through. You need to understand where they are in that journey.” This is an important aspect of effective marketing. This is where data becomes an effective tool.

Data and email Marketing

Dela Quist, CEO of Alchemy Worx explains, “Email dwarfs every other digital channel. It drives four times more traffic around the Web than other channels do, including search.” Email marketing is a much more effective way of using data and targeting consumers. It is far more personal and engages consumers. B2B lead gen company;ListGiant allows marketers access to reliable mailing lists and accumulated data.Utilizing data helps marketers to determine just where to place their efforts and which groups of potential consumers, are most responsive. First and Third party data is significant in this process. First Party data is a collection of the consumers’ actions, behaviors, interests which are demonstrated across company’s websites and mobile apps. This is collected directly as a prime source.

According to a Locarme article, “First-party data is created and owned by publishers and marketers. Taking control of this first-party data should be a priority for any company today who wants to monetize, learn from, and use this asset to scale valuable audiences, deepen engagement with consumers and improve ROI across marketing efforts.”

Third party data, on the other hand, is produced on platforms and more often than not gathered from multiple websites. Many companies, in fact sell third party data. This is something to approach cautiously, however, as particular companies must determine whether modeling or registration based data. David Edelman, partner and global co-leader, Mckinsey Digital explain, “What you can do with data is model out where they are in the journey and move them along. It might not be a sale; it might be more information or taking an advantage of a promotion they haven’t used yet.”

It is important that marketers make “data driven decisions.” David Gudal, CMO, Storkie Express provides golden advice, “Connect your marketing and tech teams to make the best data-driven decisions. Together they can tie your disparate data together and leverage it. You’re held back from harnessing data only by not having those conversations.”


Standing Out With Email Marketing

Competing with simple brand and products is not enough to make an impact. Various products and similar services will always exist and potential consumers will always be bombarded by these commodities. This can make for stiff competition; however, effective marketing does provide a considerable edge. As Sanjay Dholakia, CMO ofMarketo explains, “It used to be that you’d compete on brand or price or product—and those will always exist—but we’re entering the age of differentiation based on customer relationships. That will give companies a huge competitive advantage.” Engaging in a one-on-one sense with potential consumers will set companies apart.

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