Although email marketing is one of the oldest digital marketing tools, it remains relevant and capable of reaching marketers’ goals by matching customers’ expectations. The main reason why emails remain relevant in the contemporary business world is because email box usage is omnipresent and almost obligatory for any social media or website user. Despite the high rates of online mailbox usage, proper implementation of effective marketing strategies in email campaigns predetermines a company’s success.
Several critical effective practices have been emphasized as the best methods of succeeding in email marketing campaigns. One of them is optimizing emails for mobile phones and differentiating mobile email marketing from desktop marketing(Del Rowe, 2016). This approach allows for addressing the particularities of smartphones to enhance the convenience of information distribution. Starting email sending at an appropriate time between 8 a.m. and 10 a.m. and between 3 p.m. and 4 p.m. is capable of increasing the rate of opening and effectively reaching customers (Chaffey, 2017). This practice is evidence-based and might be beneficial if other aspects are followed, including personalization of messages, mobile optimization, and concise and visualized content presentation (Naragon, 2015). Indeed, another essential element of successful email marketing is personalized content creation (Aufreiter et al., 2013; Aufreiter et al., 2014). It might be accomplished by using automated behavioral analytics, “responsive design,” and clear directions that lead a prospective customer to valuable sources of information or guide their decision-making (Mele, 2015, para. 7). The combination of these techniques will be much more effective than the use of only one of them.
Thus, any business might benefit from updated techniques of email marketing. Best practices, such as personalized messaging, clear and responsive content design, approachable guidance, optimization of campaigns to mobile devices, and adequate timing, are capable of improving the effectiveness of marketing. Email campaigns help companies enhance the quality of communicating with the target audience to build competitive brands and engage consumers in behaviors beneficial for businesses.
References
Aufreiter, N., Boudet, J., & Weng, V. (2013). Email marketing: Think inside the new inbox. Forbes.
Aufreiter, N., Boudet, J., & Weng, V. (2014). Why marketers should keep sending you emails. McKinsey & Company.
Chaffey, D. (2017). What is the best time to send an email campaign? Smart Insights. Web.
Del Rowe, S. (2016). Email marketing best practices. Customer Relationship Magazine, 26–29. Web.
Mele, N. (2015). The secret to smartphone marketing is still email. Harvard Business Review.
Naragon, K. (2015). Email is the best way to reach millennials. Harvard Business Review. Web.