Summary: Podcast Number 77 — May 2012 Glenn and Tom discuss the future of email marketing and how email fits in to the new world of content distribution from blogs, social media and other sources. Is email marketing dead? No email marketing is not dead, but it will need to change. There is a much more competitive environment for content distribution. Some people use email like text messages. Some people use social media like email. Others prefer photos as content, like Pinterest. What are the changes that need to happen with email marketing? Content needs to be more relevant and have a greater impact for the user. Keep content brief and make use of links. Use a call to action in the email message line. Email has to compete or must supplement blog postings. Make use of visuals and captions in your emails. What are a few examples of good email marketing strategies? It is coordinated with other content efforts. A newsletter or specific content sent out monthly. A targeted promotion to the specific email list. Measured in your Web stats. Highly relevant to the user and helps them solve a problem or meet a need. How should email lists be segmented? Loyal customers come first. Use campaign-based email programs. Segment by buyer and prospect type, but don’t overdo segmentation. What is the future of email marketing? Great content gets read and distributed. Email marketing can still deliver great content and will be one of many options and should be supplementing other content efforts. People will get content in ways that is most convenient to them. Email may be less popular, but will stay a part of a comprehensive content marketing approach. What are the key action items for the listener? Make a list of Web-based content sources in your target market. Segment your current data base into loyal customers and prospects. Coordinate your email strategy around a broad content strategy. Test, research and watch the data in your results. Glenn and Tom discuss the future of email marketing and how email fits in to the new world of content distribution from blogs, social media and other sources.
