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The Marketing Trend You Can't Overlook in 2016: Email

In the ever-changing world of marketing, there appears to be a constant stream of new tools, channels, or methods of connecting with your audience. This fact is especially evident in the digital space, where it seems as though every other week there is a new tool or trend to implement.
With the New Year upon us, you will likely see dozens of blog posts, articles or newsletters that will explore 2016 marketing trends to pay attention to. While these will likely touch on some very interesting themes or trends with a lot of potential, there is one very important marketing channel that often gets lost in the shuffle: email.
According to a recent article by OutboundEngine, email is still the best performing 1-to-1 marketing channel out there. While tools like social media, your website and search engine marketing often play a large role in every plan, as they should, a solid email strategy is key.
Why? There are a few reasons.
First, sending out an email is different than most other channels, as it allows you to communicate directly and exclusively with people who have said “yes” to you in some form. Your list is full of people who have either: opted in to receive your emails or are current or prospective clients. Think about that – every time you send an email, you are communicating directly with people who want to hear from or do business with you.
Second, email marketing allows you to ensure you are getting your message to the right people. If you post an update via social media, you can’t be sure that everyone who needs to see it will actually see it. If you start a Google advertising campaign, you are dependent on your target audience visiting a site or searching for a specific term, actually seeing your ad, and then clicking on your ad. If you put up a billboard or other large sign, you become reliant on on the right person being at the right place at the right time to see that message, and then hoping that they act on it. With email, the only roadblock is your recipients having to open it. We all know everyone checks their email regularly. But even if they don’t open your email, you can still use the subject line and first few words to communicate a message or offer – that’s like a billboard, Google ad, or social post that goes directly to the people you want it to!
Finally, your emails are a great way to communicate who you are and what you represent. You can develop or extend your company’s voice and show off what makes you unique and valuable to your current and potential customers through email offers, updates, or newsletters. With the vast number of companies out there who can help you design and send out emails to your lists, it’s easy to find one that has tools to let you build out an email with the look you want. What you say is up to you, just be sure to keep brand awareness and consistency top-of-mind.
So, you’re sold. You see the value in improving your email marketing, but where do you start?
Well it’s the holidays, so here are a few ideas to get you started now:
  • Why not create a holiday email? Wish your recipients happy holidays or a great start to the new year. It’s a simple gesture, but it shows you care.
  • You could send out a special holiday season offer or coupon. Merry Christmas, Happy Hanukkah, Happy New Year – no matter the theme, a special message or gift from you to your customer base is a great way to end or start their year.
  • How about starting a company e-newsletter for the new year? It’s the perfect time to get started, and you don’t have to send them too frequently. You can include news, sample work you’ve done, industry insight, or even highlight a customer or client relationship you’re proud of (so long as they approve). The opportunities are endless.
  • Try a case study that could be valuable to your current and potential clients. Show an example of your business at work. What do you do? How have you handled an interesting business situation or provided solutions to a challenging request? Where can you add more value to your clients?
  • When someone does business with you, encourage them to sign up for your emails. Don’t forget to send them a thank you email once they have done so. A simple thank you (e.g., “Thanks for signing up. We truly appreciate and value your business.”) can go a long way.
An important thing to remember with email marketing is that you want your emails to be of value to your clients. The message should be centered around something they need (i.e. a solution), not something you’re forcing on them. Also remember that channels such as social media, Google AdWords, etc. are viable options and should not be left out of your overall strategy. This post was merely to remind you that email is still king and should be a priority.
This year, be sure to read those lists of interesting marketing trends for 2016. You’ll gain new ideas to add to all the great ways you’re already communicating with clients and customers. But don’t get too caught up in the “new,” “exciting,” or “innovative” tactics without ensuring you are paying attention to the tried-and-true, best way to communicate to them: your email list.

Full-service marketing, advertising, public relations, design, and digital strategy
Founded in 1999, inferno provides brand development, advertising, public relations, design, and digital marketing services to clients across a broad spectrum of industries. Headquartered in Memphis with a satellite office in Kalamazoo, Michigan, the award-winning firm produces results-driven work by passionately combining strategic thinking, creativity, and culture to ensure the success of its clients. For more information, visit


Posted: 12/21/2015 7:30:00 AM | with 0 comments
Filed under: Business, Email, Inferno, Marketing, Newsletter, Small, Tactics

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