E-mail marketing is a form of digital marketing that has been around since its inception in the early 1990s. However, not many marketers have jumped on the bandwagon compared to the convenience of other digital marketing platforms. But this may be about to change.
In the last couple of years, the industry has shifted to focus more on individual customer experiences rather than brand messages and overall marketing campaigns. As a result, email marketing providers must embrace innovation and transformation to succeed.
In this article, we’ll discuss the key email marketing challenges that can help you succeed as a marketer, as well as the innovative approaches that you can take to overcome them. Let’s get started.
The Growth Engagement Model Is Challenging The Traditional View Of Customer Engagement
The world of business is changing. People are using multiple devices and accessing websites and emails on the go. As a result, marketers must evolve with the times and adopt new methods to succeed.
One of the biggest challenges of email marketing is gaining and keeping a steady stream of customers. Marketers rely on various tactics to encourage users to subscribe to their mailing lists. But, the truth is, most of these tactics are archaic. What worked 10 years ago may not work today.
You can utilize paid marketing (also known as sponsored marketing) to gain subscribers. However, for the most part, marketing via email only works if a customer chooses to engage with you. You can’t force someone to subscribe to your list.
To get the most out of email marketing, you must change your approach to customer engagement. You can’t rely on the same tactics you’ve always relied on to grow your business. You need to find new ways to attract, engage, and retain customers.
Email Marketing Platforms Must Adapt To Survive
The second email marketing challenge is making sure your platform is up to date and offers the features you need to succeed. If you’re using an E-commerce platform, you’ll need features like One Click Ordering and inventory management. If you’re using a CRM to manage customer data, you’ll need to look into marketing automation features like campaign management and scoring.
Your email marketing platform must evolve with the times to keep up with the ever-changing world of digital marketing. Otherwise, you risk losing customers to competing platforms that offer the features they need to thrive.
Innovative Solutions For Traditional Problems
Even though digital marketing evolves to meet the needs of the customer, some problems don’t go away. There are still issues with delivering messages to people, gathering customer feedback, and gaining a clear view of what’s going on in the customer’s mind. But, with new innovative solutions, these problems can be solved.
Let’s take email marketing as an example. While you may not need to update your platform to succeed with email marketing, you will need to ensure your outgoing emails are compliant with any rules and regulations put forth by email marketing providers. On the subject of gathering feedback, many businesses use survey tools to gain insight into what their customers think about their brands and the services they offer. However, these tools can be cumbersome and intrusive, causing potential customers to opt-out of taking part in the survey. Innovative solutions like SurveyMonkey’s Responsive Email Marketing Platform can help solve this problem. By providing a single source of data for your entire marketing program, you can easily compare email responses to other marketing channels like social media or display ads. This comparison provides you with a clear picture of which method is performing the best and helps you determine what future strategy to adopt.
The key takeaway from this article is that traditional problems with email marketing can be solved with new innovative approaches. This should encourage marketers to try new things and adopt a creative mind-set when coming up with strategies to succeed with email marketing.