Email marketing has gotten so sophisticated and competitive over the past half decade that it’s crucial for a marketer to find the right tools and strategy to carry campaigns forward and reach the right audience at the right time.
Depending on how fast you’re hoping to reach your ultimate marketing goals—and how deeply you aim to connect with each and every potential customer—there are four types of email vehicles you can choose to drive.
1) Batch emails
Batch emails are the Amtrak of email marketing: It’s all about moving as many people as you can from point A to point B. Amtrak aims to please the masses by stopping only in busy cities where they assume their customers want to go. But if a customer is hoping to get from one small town to another, he’s out of luck.
Batch emails are like this; they pander to the lowest common denominator. Fun fact: only 6.8 percent of Amtrak’s lines are profitable.Which is interesting, because only about 6 percent of a batch email’s recipients ever click on it!
As marketers, we get one shot to make a positive impression, lest we risk the dreaded “unsubscribe” or worse—the “spam flag.” Risking it all on a blast to a million people is an amateur approach in today’s sophisticated marketing milieu.
With batch emails, we are only right 6 percent of the time, and that’s a pretty weak number. If your entire email marketing strategy revolves around batch emails, you’re taking the slow train to nowhere.
At Marketo, batch emails are a part of our overall email strategy. Here’s an example:
What is The Right Vehicle to Drive Your Email Marketing Success?
