To quote a recent article from Forbes
“A recent study by predictive analytics firm Custora discovered that customer acquisition via email has quadrupled in the last four years and now accounts for almost 7 percent of customer acquisitions. Too many people are chasing the new thing instead of investing in the thing that really works, which is email. Email is more important than ever, not less. And those who leverage email most effectively will be the big winners.”
We live in an increasingly interconnected world. Social media has boomed in the past decade. What was seen as unimaginable a decade ago is manifesting itself through companies like Facebook & Twitter that have scaled Billion $ valuations through the power of social.
Despite the entire hullabaloo around social, there is this silent, strong & smart player that has quietly carved a niche and has been the most successful medium to generate ROI. You guessed it right. Its Email. From being the first mode of electronic communication in the 1970’s to the most sophisticated and scientific way of connecting two individuals today, email has come a long way
We at Tradebriefs eat, live & breathe email every day. It’s the core of what we do and how we have generated ROI for our clients.
For any marketing campaign to succeed, content is critical. The content could be pictorial, literary, humourous, controversial or even satirical. What aids in the success if content is the mode of delivery.
From our experience, here are some points why we think email is the best suited medium for content delivery & marketing
Any marketing effort needs a warm-up exercise. Context does exactly that for your brand. It builds the initial rapport and gets the prospects hooked on to your brand and wanting to know more. With our inboxes flooded everyday with spam messages urging us to ‘BUY NOW’, context setting can be done with a subtle subject line & a desirable body (pun, of course intended!). Fro eg, if the prospect is from Mumbai and is in the financial sector, an email that talks about financial trends of the past quarter could be a good context setter. Though the brand would take a backseat here, the prospect is warming up to the fact that good content is available for consumption
Email is one of the digital mediums where user behavior can be tracked over a period of time. Opens, clicks & forwards can be easily tracked and reported to the brand owner. The brand owner in turn can push relevant messages to keep the conversation going
Remember the golden rule – ‘Conversations get you business, not ‘in the face’ marketing’
Call to action – To have or not to have?
Most spam emailers we receive have a glaring ‘buy now’ button that would mostly put us off that we end up deleting the email. Its not a bad decision not to have a CTA. By this, we are reassuring the user that we aren’t just interested in selling something to you. Mind you, this can do wonders to your brand perception
To conclude, content marketing in itself is not a magic wand to increase ROI. Content & Email marketing go hand in hand. It has the ability to convert your interactions from ‘conversion driven’ to ‘conversation driven’. It has the power to make your users want more of you(again, pun intended!). Sale would happen at a later point in time. Don’t worry about it
An email from you may not end up in a sale. But its good to keep your users hungry for more, isnt it?
We at Tradebriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. Would love to hear from you!