Email marketing continues to be relevant for B2B advertising

According to data by Experion cited by Rachel Serpa of Business 2 Community, for every $1 spend on email marketing, companies can expect to get $44.25 in return. This further emphasizes the relevance and importance of a strong email marketing push for companies that seek to get the maximum ROI on their marketing campaigns.

But this doesn’t mean that a great marketing campaign is easy. In fact, it doesn’t necessarily take a lot of work to keep an email marketing program running, the different wheels of the campaign all have to be moving in the same direction at once. Social media has to tie into the website and the blog, which both need to issue calls to action to sign up for the email newsletter. Everything fits together like a well-designed machine. This is the part that can take time to set up.

Maybe this is why 70 percent of brands fail to create a customized email marketing campaign, Serpa writes, again citing Experion. People just don’t know where to begin when it comes to this difficult process.

Running an email campaign

When establishing an email newsletter, it’s helpful to remember that people will recognize the smaller, more personal points of a company’s campaign more than the larger details. For example, one company will ask for someone’s birthday and then send a specialized birthday card on that day every year. Another company has a personalized welcome aboard email that it sends people when they sign up for their email newsletter.

Customization goes deeper than this, though. For example, when people look at a website, the marketing software behind the email newsletter has all the data regarding traffic stored into a database. When it’s time to send letters, the information in each email is custom-designed to match with what that person was looking at. This is a much more effective strategy than just sending everyone the same pitch.

The huge potential of email marketing

Ernie Smith of Associations Now recently compared emails to the hover board – a technology that initially seemed far-fetched but has actually come into existence recently. Basically, people thought that hover boards were impossible and would never work, but now a prototype version has been built. People have had to change their way of looking at this technology, which had seemed so unlikely. Many of the features that lie behind email marketing may seem impossible or far-fetched. For example, marketing software can even detect if someone has opened an email, along with when the email was opened. There is so much that has yet to be explored. The technology remains totally open to development and reinvention.

Truly, email marketing, rather than being out of style, is more relevant than ever, and the journey is just beginning.

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