Since 2011 social media has dominated the digital marketing environment and
many businesses have been focusing heavily on Facebook and Instagram as a
marketing tool. From 2011 until the end of 2015 this was all pretty much free.
Many businesses began to curate and distribute engaging and compelling content.The theory was if you had more interesting social media content, it would cause greater engagement with your fans and followers. It was a craze that came to an abrupt end in 2015 when Facebook changed its focus back to its timeline users and began forcing businesses to pay for visibility.
When that happened, businesses began to look to email marketing. It had always
been a cheap and effective way to get messages to consumers. However, the nature of email marketing had changed over the years.
The trend in reading email has changed. A majority reads emails on their phone. You have to think small to win big in the new email marketing game!
In the early 2000’s email marketing was dominated by graphic designers who
created templates that looked beautiful on the computer screens where consumers read their emails. But smart phones changed all of that. Now if you open that same email on a mobile device with a screen the size of your palm, it’s totally unrecognizable. There’s a contemporary email marketing landscape and it’s got a whole new set of terms.
Less is more for your message content. In this digital world, use your
email marketing as a virtual conduit that will funnel readers to your site. Don’t
write too much in an email, just use a compelling headline, a few lines of text, a great photo and a link to the story on your website. It’s great to have a blog on
your site so readers have something to keep them on your pages.
Make sure your blog and website has all the information about your services, your
prices, your hours and contact options. You’ll be amazed at how much business
you can drum up by sending an email that links right back to your website.
Email marketing is a dynamic tool that can help you grow your business. Become a resource to your email recipients and you will see success. Work to engage, educate and inform and you will see positive results that are sure to help you achieve your goals.