If email isn’t your number one priority, it’s time to shift gears and focus solely on email.
I’m only halfway kidding. Obviously, any good marketing mix consists of a variety of different programs, channels, and strategies. That being said, I really want to focus on explaining why I think email is the digital glue that holds all other communication together, and why email is very far from “dead.” In fact, if anything, it is probably the most alive and well it has been. I see great strides in the email space happening now and the future is bright.
It is truly remarkable how often I hear some variation of the statement: “Email is dead.” Whether it is because someone has jumped on the social bandwagon or because they heard some sort of statistic that says people prefer checking social to email, it’s always something. It’s almost like people want to come up with just about any reason they want to ditch their email marketing program and put all their efforts into something else, which is bizarre to me, because it produces more ROI than any other channel. Follow the money!
So, I want to use this opportunity to briefly touch on why I think email is probably the most critical communications tool out there right now, especially in the digital space and why it can be seen as the backbone to your social, content, and other efforts.
Let’s begin by addressing social media. Email supports your social strategy from inception. When you first go to create your brand-spanking-new Twitter account, the way you activate it is through your email. Without a valid email address, you can’t even begin to Tweet. Once you’ve gotten your handle secured, and you send out some tweets, how will you know people are tweeting at you? If you’re not logged in to your account at the time then you can see you’ve been tweeted via, wait for it, your email....