As a die-hard email marketer, I’m getting a little sick of hearing about mobile. That’s right, I said it. Now don’t get me wrong; I’m not naïve to the fact that optimizing messages and branding for mobile devices is a necessary trend to get behind, but I reject the notion that email is dead. Especially when research proves that it is very much alive and well.
I’ve found through the years that companies and organizations have gotten sloppy with their email marketing as more and more attention gets focused on social media and mobile. But don’t slack! Yes, Instagram is rad, but so is the old, reliable way of engaging countless people through their inbox. You just have to be sure you are targeting the right people. If you are flooding your lists with every update, every coupon, every news item that comes through, then yes, I don’t blame your audience for preferring Facebook over standard emails. But if you come up with an audience segmentation strategy, you will be shocked at how much life it breathes back into your email campaigns. Here is my favorite suggestion that I have personally found to at least double (sometimes even quadruple) open and click-through rates.
Before you send an email, ask yourself, who on my list would be interested in this topic? And if you’re not sure, then you need to start categorizing the origins of your subscribers more effectively. For example, if someone purchases a cat litter box on your website, then they should be tagged with a “cat” interest and an “online shopping” interest.[Read the rest here]
