While a new year presents an exciting opportunity for a fresh look at your marketing techniques, it’s also the time to think about what to nix from your strategy.
For 2015, think about integrated and holistic marketing solutions as you plan. Plus here are three resolutions you should not make this New Year.
Related: Beware the Promise to ‘Fix’ Email
1. Don’t double down on email.
I get it. Email is easy, inexpensive and prevalent. But when you consider your marketing mix, focusing solely on email can be a mistake. Since email is cheap, it’s also incredibly overused. In fact, email volume has shown tremendous increases since 2012.
When using email, aiming for strong engagement is a good start. But those prospects should be nurtured and engaged with quality, value-focused content to further qualify them — and that requires even more emails.
Keep in mind that the more emails you blast, the lower your engagement rates will be.
In an effort to stand out and not oversaturate buyers’ inboxes, go where competitors aren’t going. This doesn’t mean email marketing can’t be part of your overall strategy but it shouldn’t be the entire strategy.
If you expand your marketing efforts to reach buyers through a variety of methods, including online and offline touch points, you may see exponentially larger returns.
