The world of email marketing has changed dramatically during the course of the last decade.
The main catalyst of the change has been remarkable advances in technology and the channels available for communication to our target audiences. Technology keeps getting better, faster, and more reliable.
As marketers harness the power of one outlet, it is replaced by one that is more powerful and more effective.
Another factor contributing to the change in email marketing is the audience’s reaction and response to a marketer’s message as the industry shifts toward bigger (or in some cases smaller), better, and faster communication channels.
Think about the technology we now use to stay connected, whether it’s a link to our office, home, colleagues or friends. We use smart phones, such as Blackberries
and smartphones, to keep email flowing directly from our inboxes to the devices in our palm.
We rely on social networks, such as Facebook, My Space, Twitter and LinkedIn, to keep us connected to our colleagues and friends. These tools also send us instant updates via email whenever
one of our “friends” or “colleagues” updates their profile or status.
And, of course, we still have a pile of mail waiting in our mailboxes when we arrive home each night. These devices and new, online features change the way we process information.
Once hailed as the “must-do” of email marketing, HTML messages now need to be edited for rendering purposes on a two-inch (or smaller) screen.
Taking advantage of new outlets including social networks, blogs, and other mediums, in addition to email, is all part of a larger movement in the email marketing industry coined, “integration.”
Integration of communication mediums is not just the wave of the future—it’s the present. It’s a concept that marketers should know about, embrace and incorporate
into each campaign.
With thanks to Gold Lasso for the paper and input.
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