Two digital marketing “techniques” have stood the test of time: email marketing and search engine marketing. Since over a decade marketers get confronted with a multitude of new channels people use to interact with business. Even if today’s customer is channel-agnostic, email marketing de facto remains a crucial element of most (digital) marketing mixes.
With each new generation of marketers joining the ranks of digital marketing, the quest for solid email marketing advice comes back. In this guide, we offer an overview of email marketing today, what it can do and how it fits in an integrated marketing approach, with these new generations in mind but also to refresh the minds of marketers who have embraced email marketing since a long time and want to optimize their email marketing efforts. We also look ahead at 2015 and back at 15 years of email marketing evolutions.
This email marketing guide will continue to grow and is based on over 15 years of email marketing practice and numerous papers and blogs on email marketing we wrote since the end of the nineties for email marketing, marketing automation and marketing software vendors and experts such as SDL Tridion, Selligent, StrongMail (now StrongView) and several more businesses and individuals we can’t mention. It also will contain all tips we published on our own email marketing blog, which is now getting integrated here.
Email is powerful – it’s the most ROI-efficient digital marketing channel because it’s cost effective. It’s opt-in, so, in theory, the content is desired, and you know exactly whom you’re talking to, what they want, and when they want it. It’s your best retention medium as well, and is a great closer. (Mike Corak in “Integrated content marketing and the customer experience“).
Email marketing: the integrated marketing evolutions of email
