Of all digital marketing channels, it is email which is widely recognised to have the highest potential for return. However, like any other digital marketing strategy, much of its effectiveness relies on the canny use of customer data to create emails which are targeted, well-timed, and tailored for maximum appeal to each customer.
Marketing budgets are as tight now as they have ever been, with various campaigns and marketing platforms vying for limited budget allocation. ROI is king in such evaluations, with the platforms which offer the biggest returns getting the lion’s share of attention and funding. But research conducted across the industry indicates that current estimates of ROI for email marketing campaigns are much too low, with sales resulting from email being attributed to other factors. This results in email not being sufficiently prioritised by many organisations despite strong real sales figures.
Anybo who understands marketing will agree – the external perception of your brand is vital to all marketing efforts. Amazon founder Jeff Bezos’s famous definition of “brand” emphasizes its essential nature to business: “what people say about you when you’re not in the room”. Your audience’s opinion of your company. Will be one of the key determining factors of overall commercial engagement.
Managers implementing their organisation’s marketing strategy understand that managing change while mid-marketing-pathway can cost you significantly. Budget, schedule, brand communications and ROI can all suffer.
The role of various sorts of software tools in digital marketing is firmly established; the automation, analysis and data tracking capabilities they offer simply too convenient to pass up in the struggle for success. The various products and their providers in the marketing tools landscape are well-known. For most marketers, it is enough to simply pick out the software which matches their digital marketing goals, targeted channels and price range, and then stick with that suite until said needs change.
Much hand wringing and executive man-hours nowadays are devoted to figuring out the correct split of advertising investment between the various channels available. At a glance it can seem as though email, SMS, Facebook, Twitter and other social media channels are all effectively different takes on the same marketing idea, and there is pressure to find the “best” one for overall ROI.
Even if you generally follow good marketing practices, there are always some areas you can still improve. Are you using multiple marketing platforms? Would you like to have an easier go-to-market platform to drive customer engagement? Have you identified that your current marketing tool choices need refreshing? How you can best match the needs of your organisation to the resources, staff, and desired outcomes of your marketing department should be your goal, and the key to doing so is strong change management.
Email marketing is one of the most effective forms of digital marketing a business can incorporate into their marketing campaign. With a well thought out email marketing campaign created, a business can expect to see a great return in click throughs and website views, therefore significantly increasing their potential for profit gains.
Just as so many industries in recent years have benefited from using effective digital marketing campaigns to win clientele, the real estate industry has gained a huge benefit from limiting reducing the number of annoying flyers in mailboxes and making the switch towards digital marketing. Not only are these flyers costly and time-consuming to produce, but they are dropped into the mailboxes of people who already have homes and most of the time are just thrown straight in the bin with that unwanted supermarket catalogue.
Running a small to mid-sized business may be rewarding, but it can also be extremely time-consuming. More often than not, you’ll find yourself getting hands-on and stuck into the trenches.
However, no matter how busy you may be, one area that you can’t forego is your marketing. It is the lifeblood of your business: without it, your target market remains oblivious to your brand.