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Direct Marketing opinion

Is email marketing in 2014 still relevant?

With a global community of email users expanding from 2.4 billion to 2.8 billion by 2017, it's not rocket science to deduce that email marketing is and should still be an important part of the (direct) marketer's arsenal, and the numbers speak for themselves.
In America alone, the number of email users continue to grow exponentially with each passing year and eMarketer projects that by 2017 there will be more than 240 million email users.

Although email marketing may fall into the more 'traditional' method of marketing, analysts in the know seem to think that it matters now more than ever due to the advent of smart watches and wearable computing devices - introducing new ways of accessing email. Email's permeating presence through mobile devices therefore makes it relevant and impactful, at least for the foreseeable future.

Even in a rapidly-evolving landscape, the nuts and bolts of email marketing hasn't changed much at all. We highlight some of the nuances that sets it apart:

1. Relevance is the differentiator

One can skilfully determine what to communicate in a way that resonates with the consumer when emphasis is placed on relevance rather than actual content, thereby targeting your email marketing efforts.

2. Utility is king

Give the recipient something that they can actually use like pertinent news, resources that communicate your awareness of the consumer's interests, or demonstrating your authority on the matter.

3. Timing: get it right

There is no golden egg where timing of an email is concerned. Once again knowing your audience is key. Test out a few strategies and see what gets the better response rate. Similarly your metrics or what it is you are measuring to determine success, should guide your strategy.

4. CTA is not just an acronym

Providing a strong call to action (CTA) is one of the best tactics to use when addressing consumers. Make your email as actionable as it is personable, highlighting a captivating offer, opportunity or invite will not be seen as forceful as long as your content is relevant, concise and compelling.

5. Measure those results

By dedicating ample time to monitoring and measuring your email campaigns, you could save time by modifying a campaign mid-way or applying results to your next campaign for better results. Eventually one should be able to isolate variables that don't work and building on those that do.

About Nick Durrant

Nick Durrant is MD at Bluegrass Digital, a digital production agency. We work with marketing teams and creative agencies around the world delivering digital platforms. After spending 15 years in working the industry in the UK and setting up the business in London in 1999, Nicholas now runs the business from Cape Town, developing the business in Africa and Europe.
Tiaan van Zyl
Tiaan van Zyl
Through analytics we have seen great success in E-Mail marketing. Drawing customers and potential customers to the right products or services. I think the way in which E-Mail marketing will be done in the future will change a lot - by linking to your webstie and making it even more interactive for the end user.
Posted on 12 Feb 2014 08:39
Sue Grant
Sue Grant
I respond to email marketing more so than either sms or the ever incessant telecanvassing.

I guess this because when I am attending to mail I have set aside time to read it unlike sms or telecanvassing when I am interupted.

I read most of my mail on my mobile anyhow.

One tip in email marketing is make it easy for me to click onto your telephone number. The same goes for your normal email correspondence. Make sure the number in your signature a easy click to call you.
Posted on 12 Feb 2014 14:30
Ricardo Catita
Ricardo Catita
Email Marketing is the most affective tool for getting your product and company name to potential reader,those clients you don't get to seeing in person.
Trying different approaches to get the reader attention to respond isn't always easy-but knowing the clients history and profile may save your email the rejection most get.
A- 1 sentenced slogan to grab the reader is first prize,so in the subject box of your email would be your initial attention grabber- then the content-short/sweet and to the point , your goal is the response then the magic begins.
At times You only have one crack at the whip.
Posted on 13 Feb 2014 10:08
Ali Kibao
Ali Kibao
As long as the list is not bought. Email marketing is still very relevant and effective today. Better have a small community that is expecting to hear from you.

It is crucial though to have the links mobile friendly and make the landing page relevant.

Nothing is worse than clicking on a link just to be taken to the homepage of a website.
Posted on 13 Feb 2014 11:40
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