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Email marketing still a relevant force

Richard Jones Archive
With the holiday season coming up, companies are likely searching for the best ways to put their messages in front of shoppers and get a strong response. While it may seem old-fashioned compared to areas like social media, email may still be the best way to hook attention online. Email does not have the interest factor of platforms like Facebook or Pinterest, but it is still in use by virtually everyone marketers want to target. An email account is often the bare minimum needed to sign up for other services, meaning companies have a wide audience for email missives.

Reliable tech
Businesses have to determine what areas to allocate marketing money to. According to CFO, they should not take from email to give to new systems like social outreach. Those projects, the source stated, are not certain to make money back, and not designed to. Email is the workhorse technology, the one companies can call on to bring in real revenue. There are other benefits to the systems, too, including the ability they present to capture data.

Companies that collect responses from email users can build interesting and useful analyses of likes and dislikes, according to the source.

"Collecting data to target customers based on their needs and wants increases the chances of making a sale," marketer Ellen Valentine told the news provider. "Over time, you build up this great database and can start to drive a more relevant conversation with customers."

Keeping both this information and the data used to target customers in the first place in good working order could be an important part of the process. Firms with strong email marketing will likely need at least some data quality focus.

What could go wrong?
While email is a reliable strategy when used right, there are opportunities for companies to fail. Business 2 Community contributor Patrick Murphy recently listed areas where firms often fumble the ball in their attempts to send clear messages and drive revenue.

He explained that companies sometimes fall down in the transition process, carrying customers through from interest to purchase. This is vital, as getting someone to click on a message is an empty victory if they do not actually buy something. This is part of the difference between email and social sales, as outlined by CFO. With social, engagement is enough. Email is more concerned with putting money in the company coffers.