People are always on the lookout for the next big thing. While there might be some who are still buying CDs or vinyl, many have shifted to online forms of consumption. This has resulted in a massive shift in what content people are consuming. Not too long ago, podcasts were the in-thing, and nowadays everyone and their dog is on social media, trying to keep up with the trends and be the first to share an update or interesting fact.
For marketers, this presents a number of opportunities. If you have an interesting podcast or web series to promote, you can use email marketing to get the word out. Many consumers have come to regard email marketing as an essential part of their digital toolkit, and that’s precisely what you want to keep in mind as you consider implementing an email marketing campaign.
The Rise of the Email Marketing Industry
Email marketing is a form of marketing that allows you to target individuals based on their interests. This is a significant departure from traditional methods of marketing, which primarily rely on mass marketing to appeal to the masses. Mass marketing is still very much a thing, but you’ll find that most companies have shifted to more personalized strategies.
Emails represent a goldmine of information. Not only do you have their email addresses, but you also know what content they’re already consuming and how they’re engaging with that content. This provides you with a significant advantage when you consider utilizing email marketing to grow your business.
If you’re looking to enter the email marketing industry, consider the following:
1. Personalized Email Content
One of the major differences between traditional mass marketing and email marketing is the level of personalization that takes place. With traditional marketing, you might send out a company-branded publication with some generic, one-size-fits-all content. In this sense, you’re not really targeting individual consumers; you’re just trying to get the word out to as many people as possible.
Email marketing allows you to get much more creative with your content, and it’s a bonus that you can utilize content that’s already been produced. Instead of having to hire a copywriter to produce an email marketing guide, for example, you can reference previous work and incorporate that content into a newsletter. Doing this effectively brings your email marketing effort closer to real-life, face-to-face customer interactions.
2. Direct Mail
Another significant shift that takes place as businesses turn to email marketing is the move from physical mail to email. Thanks to the COVID-19 pandemic, we’re only just now seeing a return to more traditional mailing methods. This presents a golden opportunity to businesses that have shifted to email marketing.
While many still use physical mail for their marketing needs, they’re turning to email because it’s more convenient and cost-effective. You can target individuals based on their interests and behaviors, and you don’t necessarily need to rely on mass distribution to achieve that.
Whether you want to send out a survey to find out what your audience wants or need, you can use email marketing to drive sales. Consider direct mail if you’re looking to increase your customer base by targeting an interested audience.
3. Video Email Marketing
Thanks to the rise of TikTok and other similar platforms, audiences have shifted to consuming video content. Email marketing can incorporate videos, too, but you have to remember that people are often distracted by shiny objects, fast-paced animations, and other such content while consuming emails. You, as the marketer, have to make your content as concise as possible while still being informative.
Videos can help to tell a story and make a more engaging piece of content, and people are more likely to remember visual content, such as a video or graphic.) People like consuming content that’s informative but also entertaining or inspiring, and you can utilize video content to fit that bill.
Some video email marketing tools, like HubSpot, allow you to design your own emails, so you can fit in all the relevant video content you need, without having to worry about finding matching music and images. This content then gets distributed via email, appearing as a sleek, well-designed newsletter with a video at the top.
You can also consider including transcripts and allowing viewers to listen to the video content in their preferred format, whether that’s via the website, iOS app, or Android app. The possibilities are endless, as long as you have a video camera and someone to help you edit the content together.
4. Personalized Mobile Email Marketing
In recent years, we’ve seen more and more people turning to smartphones for their daily needs. This has presented marketers with the opportunity to get more creative with their email marketing strategies. While most companies still rely on standard mass emails, you can take this a step further and send out custom-made emails, tailored to the user’s interests, from their smartphones. This can then be converted into a lead, if you’re looking to follow up via email.
Depending on how you want to follow up after a user has visited your website, you have a number of options. You can either keep the content on your site or you can send them off to another, similar site. You can also consider creating an email list, so that you can follow up with relevant tips and tricks as they browse through your content.
5. Interactive Email Marketing
Thanks to the rise of social media and the internet, audiences have become more accustomed to interacting with brands and companies online. If you’re looking to take your email marketing efforts to the next level, you can consider utilizing a tool like HubSpot to create an interactive experience. With HubSpot, you can design your own emails and make them more engaging by incorporating videos, infographics, and/or social media graphics. These emails then get converted into actionable lead generation material, if you’re looking to follow up with someone who has visited your site previously.
This is a significant shift from sending out traditional mass emails, and it provides you with a golden opportunity to get more creative and tailored to the individual. While many businesses are still using mass mail to reach consumers, they’re turning to more personalized strategies, including email marketing, to better understand and engage with their audience.