E-mail Marketing: Critical Factors and New Trends

Recent years have shown a significant increase in the use of email marketing campaigns by both major corporations and small businesses. As new email marketing trends continue to emerge, the practice is expected to grow another 15% this year.

But companies must be ever vigilant in how they approach email marketing, including message content, managing targeted email lists, and tracking the effectiveness of each campaign, whether it consists of a single email message or multiple messages throughout a period of time.

Because email marketing is cost-efficient and low-risk, it is fast becoming a favored marketing strategy over many other online marketing solutions, such as PPC or SEO. However, it can be a wasted effort if a company’s email messages are not constructed properly, or if they are simply blanketed across a single list without proper study of the target market. Additionally, many messages may not even make it to their intended recipient, as most email programs offer users wider control over message filtering.

An effective email marketing campaign can yield a high ROI and be a worthy investment. The most effective email campaigns are typically comprised of messages that contain creative, engaging content, as well as clear, concise information, and a method for allowing readers to make a further commitment to receiving your messages or visiting your corporate website.

A rewarding user experience in an email increases brand recognition and is usually much more effective than traditional marketing methods. An effective email can also generate new leads and sales, increase customer loyalty, and drive traffic to your corporate website or other important links.

A new trend that is also emerging, capitalizing on the rise in popularity of social media marketing, is integrating social media within an email marketing campaign. This can be anything from simply providing links to Linked:In or Twitter pages, or rewarding the reader with rich information once they follow those links.

Email marketers and online marketing solution companies such as Active Web Group have also taken advantage of sophisticated software that enables more efficient tracking and analyzing of the results of an email marketing campaign. Active Web Group also goes one step further in building, developing and maintaining targeted email lists compiled from a massive database, and crafting email messages that are able to bypass common filtering methods. Additionally, AWG takes care to ensure that any email marketing campaign can be viewed in multiple formats, and contains any and all necessary legal disclaimers.

These and other important factors are critical necessities in any successful email campaign, and companies who are not fully versed in all aspects, such as web design, copywriting, spam filter technologies, and the legal requirements, among other components, would be well advised to seek out a professional email marketing company such as Active Web Group to handle their email marketing campaign.

In the past, the majority of email campaigns focused simply on the message, and were simply bland, text-only content. Nowadays, the message is simply one element. Graphic artists are typically employed to design an email message using a variety of fonts, images, and other captivating design elements. Crafting an email message has become an art, and as message design and creativity expands further, an understanding of HTML and how an email might appear on various browsers and mobile devices is also a necessity.

Other email marketing trends being followed with greater eagerness are compelling subject lines that capture attention and make people want to read your email, rather than send it straight to the trash; periodic newsletters containing valuable and interesting information; the creation of unique landing pages to coincide specifically with an email message; and integrating email campaigns with other online marketing solutions and strategies.

For more information about email marketing and how it might benefit your company, please visit Active Web Group, Long Island’s leading web marketing agency.

For more information on Email Marketing, call us at 1-800-978-3417 or Contact Active Web Group and let us help you!

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