While there are many emerging marketing channels strategies you/we/me can choose, we may best be advised to start with the assets we have, before chasing the newest shiny object.
Lets face it, if we have a solid email subscriber list one could argue that you/we have prospects and clients that use email regardless of what the latest guru is saying.
The value of your email list extends well past email marketing.
Digital integrated marketing leverages your email list on these marketing channels to move your prospects through your sales and marketing process.
- Custom Audiences with SEM - Google Ads
- SMM - Social Media - Facebook Ads
- LinkedIn - Contact Targeting
- Use these three platforms to create a re-engagement marketing campaign for non-openers.
- Create specific targeted ads by segmenting your email list to provide a more customer centric conversation.
- Create a remarketing or branding strategy for your company.
Strategy in marketing channels needs to be unique for each channel. A well designed and managed marketing channel will create content appropriate for how your prospect and customer use these channels.
“Your Email List Won’t Convert As Well; Look for Alternative Communication Channels”.
Neil Patel - Marketing Trend #3 - 2021
“Email; it’s something we all use in the marketing world.
Here’s the interesting thing — I’m in a group with a bit over 109 email marketers across different industries in different parts of the world.
Can you guess what we are all noticing?
Our open rates are staying roughly the same, and that’s largely because we all know how to clean and optimize for deliverability.
However, our click rates are going down.
So far, we have seen our click rates drop by 9.4 percent.
That’s crazy, considering as a group, we have over 146 million email addresses.
Does this mean email is dead?
Of course not!
Email is here to stay and will be here for a very long time”.
Source - Neil Patel - https://neilpatel.com/blog/marketing-trends/
However, companies will have to leverage more communication channels.
A firm's marketing mix refers to the combination of marketing channels.
I believe, Sales and Marketing is best played as Omni Channel, leveraging an email first strategy.
It’s obvious that Google, Facebook, and LinkedIn believe so strongly in the value of an email subscriber that they adapted their platform to leverage the true value of this data offering advertising on their platform to your email list.
Click on the next Instagram ad you see in your feed and you’ll quickly be taken to a form that autofills with your name and email address.
Web based chatbots request your email address “in case we get disconnected” or after hour requests.
Chatbots on Company Facebook pages offer instant auto responses and can also offer a new channel to ask for permission to collect email addresses from your users.
Maybe a better viewpoint is that the email address that we as marketers have been entrusted with from our subscribers, whether prospects or customers, is the common ground, the anchor point and identity to communicate with our target audience across, two, three, four, or five marketing channels.
“It is not the strongest of the species that survives, nor the most intelligent; it is the one most adaptable to change.” — Charles Darwin
Email marketing has continued to evolve and change over the years to remain a cornerstone of marketing channels strategy.
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