Believe it or not, but there are business owners out there who believe that “email marketing is dead.” Yea, sounds strange, right?
But it’s true. Why businesses owners feel this way is beyond me, because email marketing, in fact, is alive more than ever. They say that some things get better with age, and I strongly believe email marketing is one of those things.
For a long time, email marketing was very simple when using it for marketing purposes. You gathered a list of recipients, created emails with information, links, etc., and then sent those emails to your entire list. It was that simple.
The great thing about email was, and still is, that it’s a direct line of communication to consumers. Once the email is sent out, it goes directly to their inbox. That has not changed.
Email marketing, however, has changed with different strategies. One of the new strategies being used is called behavior based email marketing. Instead of the using the old strategy of “one email fits all”, marketers are now sending different emails that are personalized for specific consumers.
These emails are created based on a consumer’s actions with your content. So for example, if a person visits your site and clicks on a download link for one of your products, that person will then receive an automated email based on that action. The email can contain information such as product information, compare similar products and more.
By using this email marketing strategy, business owners are able to create emails that are more engaging and relevant, which leads to better conversion rates. And that’s the ultimate goal, generate higher conversion rates and produce a positive ROI.
Again, email marketing is far from dead. It’s much alive and thriving in a digital world, and can be a huge part of your digital marketing plan, but it depends on how far you’re willing to dig in with your email marketing strategy. Simply using the “one email fits all” strategy alone no longer works, so perhaps it’s time to try behavior based email marketing.
If you’d like to learn more about behavior based email marketing, please take a look at the infographic below.
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