With all the buzz currently surrounding mobile marketing, search engine marketing (SEM) and social media, some companies are wondering if email marketing can still serve a purpose. The important thing to remember is that this somewhat “traditional” digital marketing tactic is actually an important piece of the marketing puzzle that can serve as the glue to several other initiatives.
Think about it – email marketing can not only reach your targeted audience on the desktop, but with over 52% of smartphone users accessing email via their mobile devices, this is the perfect time to start optimizing for the “third screen”. The design of a mobile-optimized email campaign does not have to be far off from the current design. Remember to incorporate a few key mobile best practices:
- Simplify navigation
- Increase the text size
- Make it thumb-friendly
And that’s just mobile. At SteadyRain, we love our SEM and social media, so when considering an email marketing campaign, we take a holistic approach, considering the impact and possible opportunities available with other marketing initiatives. The idea behind this approach is to increase overall engagement. After all, 30-60% of most subscriber lists are inactive. With so much room for growth and lead generation, it’s necessary to see how several areas of online marketing could fit with an email marketing campaign.
For example, consider the ease and the ability to share email content with other target audiences. This includes not only including social share links within the email to assist with link building but also setting up a separate pay-per-click (PPC) campaign along with this specific content or promotion, if applicable. Once the paid search campaign is scheduled, ensure the email and PPC landing pages are properly optimized for search engines.
Therefore, the answer to our first question – Is it worth it? Absolutely.
Stop holding onto that email distribution list and start interacting with your opt-ins as they have the potential to turn into your brand ambassadors!
Contact our Online Marketing experts today to start an email campaign that converts!