E-mail Marketing Stays the Same… Even When It’s Different

Two weeks ago, I started a new job in the publishing world. It’s a fantastic opportunity and I’m very excited, but at the same time a bit nervous. I wondered about the time it would take to learn the ins and outs of an entirely new industry. Do they rely on e-mail marketing? If so, how? How much of a role does e-mail play in a traditionally print world? I really wasn’t sure what I’d find, or what would happen.

Within three days of starting my new job (once I learned where the bathrooms were, and the best place to get lunch), I was able to begin meeting with clients, prospects, and even to attend a few industry events. I was shocked with what I learned. In general, I found that the publishing world has a whole different set of rules than many other industries I’ve worked in. With one exception: e-mail!

As I spoke with publishers, media buyers for publications, leaders in the space, and even vendors, I found out the core e-mail challenges pretty much remain the same, regardless of what business you’re in.

And so do e-mail’s benefits. Herewith, the top three universal truths about e-mail, regardless of your business or your industry.

Offset cost by leveraging e-mail: While e-mail may still not be the most highly respected communications channel, it’s one of the most sought after by business. This year, there’s a tremendous amount of effort being placed on driving e-mail opt-in capture as a way to drive engagement and response.

An e-mail opt-in is a means to target high-value customers: Regardless of the business you’re in, it’s been proven a person who provides opt-in permission to e-mail them will buy more, and more quickly, from your company — through a variety of channels). Going after the opt-in makes sense.

E-mail doesn’t work in a silo: Understanding that e-mail is only one element of a digital communications strategy is critical for anyone in any type of business. This truth forces you to think more strategically about the messages you send and the impact they may have.

These three truths provide great insight, and are even fantastic news for anyone whose job is in the e-mail service provider space. It really demonstrates the e-mail channel isn’t bound by groups or categories, but is healthy and growing in all sectors of client communication, regardless of industry.

It also makes good sense for e-mail marketers, of course. Knowing these core truths removes the boundries of searching for best practices within your own industry, and opens up a world of opportunity to think outside of the box about your e-mail programs and try something new.

The more e-mail changes, the more it stays the same.

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