Are you commoditizing your email marketing?
While email is the best way to connect directly with consumers, most companies abuse the priviledge, sending messaging that isn’t relevant to the end recipient. As a result email is becoming a commodity.
Can it be saved? Brian Deagan, the CEO of Knotice (a company I have an interest in) and a thought-leader in this category thinks so and he has a plan. His expert opinion, Saving Email from Commoditization, was picked up by the influential 1to1media blog.
Extending the usefulness of email marketing lies with cross-channel integration, especially with the Web. Historically, the focus has rightly been on two primary themes: email delivery, and great content that leads directly to high conversion rates. But, in the age of optimization, companies become disengaged from their consumers the second they click on a link in an email. The situation begs the question, “What good is developing half of a relationship with a customer if you can develop a complete relationship?” If a consumer is sent an email with an offer for product A, clicks the link in the email, but moves away from product A to product B in the website, that action is valuable and can be used to reinforce the brand-customer relationship by serving the customer additional relevant content they’ll click and buy.
In an online marketing landscape dominated by vendors that cobble together different capabilities, finding a platform with a seamless transition from channel to channel is key. The future of online marketing is running a multichannel campaign out of one console to achieve a consistent, easy-to-manage brand experience for the user. That console can capture the marketing data, or incorporate it to campaigns.
If you’re ready for the future, today, check out Knotice’s Concentri.
