June 21, 2019
Three Reasons Email Marketing Is Still Relevant
by Erin Johnson
Email marketing is a tried and true communications tool that’s stood the test of time when it comes to digital marketing. While social media platforms come and go and new trends like augmented and virtual reality grab our attention, email marketing remains a constant through every digital transformation we’ve seen. It’s familiar for marketers and our audiences, and I’d argue it’s still relevant in our ever-changing digital arena. And here’s why:
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Email is a familiar marketing tool. Emails have been around for more than 30 years, making it a familiar tool for most audiences. Unlike newer forms of digital communication like social media and mobile apps, email’s long history gives it an advantage. Your audience doesn’t need to learn a new communication platform to understand your message. While email marketing has changed and grown over the years, the basic concept remains the same. At the end of the day, no matter how complex or simple the layout, it’s still an electronic message passed between computers. Which brings me to my next point…
Emails are easy to customize to fit with your business’s marketing tactics. Just because email has been around for decades doesn’t make it archaic and old. Over the years, marketing and digital professionals have helped keep email relevant by adding bells and whistles like embedded media and subscription options to name a few. According to Inc.com, emails also play well with other marketing tactics, making it the perfect tool for your integrated marketing campaign.
Emails grab and hold your audience’s attention. Alternative digital efforts like pop-up ads or targeted ads within our apps and web browsers can come off as invasive and unwanted. They’re so unwanted that researchers have even started to explore what’s known as banner blindness, our learned behavior of ignoring ads on the web. Email, on the other hand, is a little more private and personal. Individuals can opt in and out of emails, flag messages as spam and have more control over what they see and don’t see in their inbox.
All in all, email is here to stay and has the capacity to continue to drive our marketing efforts forward. And in some cases, it can even outperform other flashy digital tools.
Questions or comments? Contact me directly at Erin.Johnson@quanex.com.
June 21, 2019 by Erin Johnson