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Digital Marketing Failure

Why even the best email marketing strategies fail

Email marketing is still the most effective channel to connect with your customers even though many marketers complain about poor results. This has led to many stories advocating the death of email marketing, but these are more hype than reality.

When you consider customer acquisition and retention, statistics reveal that email marketing continues to hit 80%, outperforming all other marketing tactics.

The fact remains email marketing can be considered as difficult but only if you do not have a well-defined strategy for email marketing.

The only objective that should be considered in every step of formulating your email marketing strategy is the overall purpose being to move your customer to the next step of the customer journey.

But before you can even consider the customer journey and formulate your email marketing strategy what is most important to understand what you are trying to achieve with email marketing.

I have found many times that the frustration of email marketers does not lie in the results, or the different campaigns or even the strategy itself. But rather in a clear understanding of what is the ultimate objective of each email.

How can you measure your email marketing performance and value if you can manage the outcome of each email?

I have seen many well planned and documented email marketing strategies fail because of this very simple overlooked detail.

I categorise each email to serve any one of these:

  1. Branding
  2. Referral
  3. Retention
  4. Reactivation
  5. Acquisition
  6. Traffic
  7. Engagement
  8. Direct Sales

What is more important now is to revisit your email marketing strategy and build into your promotional calendar also what you would like to achieve each month with each email. Then focus on writing emails that will be laser targeted and focused on any one of the above categories.

It is not the time now to give up on email marketing. There is a huge need to connect with customers on a more engaging channel than what social media and websites can provide. Email marketing will continue to be critical for brands over the next few years.

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