In the pursuit of new, exciting marketing opportunities, digital marketers shouldn't forget the return on investment that an email marketing campaign can bring.
That's according to Justin Pearse, writing for marketingweek.com, who suggests that email marketing deserves better than to be lumped with the 'old faithful' tag - it should be at the forefront of marketing strategies.
"Email marketing has proved its value but it needs to be viewed as more than your reliable marketing warhorse," exclaimed Pearse. "Email marketing always delivers solid results. Its return on investment can be startling. However, to really leverage the power of this channel, marketers need to ratchet it up a notch."
Pearse suggests that personalisation and segmentation are absolutely 'critical' features of a campaign as they deliver a personal, relevant brand experience to a user. The personal side emits a sense of individuality, making the user feel wanted, while segmentation allows marketers to separate their lists into manageable categories.
Furthermore, he also highlights how email can create a strong relationship between marketer and user.
After speaking to a marketer who was fully invested in email marketing, Pearse stated: "It wasn't just that email was delivering such impressive sales; it was also the strength of relationships that were maintained through the regular contact of creative email communication."
Pearse's comments follow an article by btobonline.com, which suggests that email marketers need to forget mass sending out emails at a certain time and try to send them '[automatically] whenever it's helpful to an individual we market to'.