Email Marketing: The future is here

Let’s face it – unless you are an email marketer, you probably don’t hold the email medium in very high regard. It gets the obligatory checkbox in every marketing plan – it just needs to be there, and is easy enough to do.

It is frequently associated with spammy, unwanted content that’s forced down on hapless users. It is almost always excessive in volume, and only a matter of time before one is consumed by all that content. Some of those allegations aren’t without basis – email does get abused as a marketing channel. A lot, actually!

However, if one were to examine the metrics through a Performance/ROI lens, the lens that should matter the most, it’ll be hard to find a channel that fares better than email. In the Retail domain for instance, which is where we focus a lot of our attention at Swym, Email generates stellar returns for marketers. Virtually every online retailer employs email heavily as a marketing channel (in volume, even if not in depth of engagement), typically sending out multiple messages a week.

Retailer Love via Email

Retailer Love

Email drives a significant volume in sales revenue. Here is a recent Harvard Business Review study with one retailer that does a great job of putting things in perspective. It is not surprising though that email drives such strong engagement. It is after all a channel that consumers voluntarily opt themselves into, expressing a clear desire to interact 1:1 with their favorite retail brands.

That being said,  Email as a medium is going through some fundamental changes. It is no longer merely a consumption experience. The long-standing promise of  Email evolving to be a platform is slowly becoming reality. Given the implicit user context in email, we will increasingly see applications  built on top of email that create highly personalized and interactive experiences. We’ve started to see the first wave  of these applications and plugins in recent times, and the more recent ones do a particularly good job in leveraging mobile – TripIt, Yesware, Rapportive, Streak, SparrowMailbox,  Boxer are just a few examples.

We should fully expect this trend to continue, and the space to evolve. Marketers that have traditionally viewed email as a communications channel will raise the bar and expect to use the medium to foster richer engagement with their loyal subscribers. Added to it is the fact that users are increasingly consuming this content on a mobile device will serve as a powerful forcing function that accelerates the shift.

Listen to Yoda

At Swym, this is a passionate topic for us – we firmly believe that the brands that are proactive about this shift will be better positioned to differentiate themselves and make the most of the massive opportunity in front of them. Join us on this journey if you share our vision for the future!

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  • […] Email marketing is a must-do in your planning and strategy in order to increase sales to your store in an effective way. Blast Analytics’ Email Marketing Google Analytics dashboard is great for e-commerce, in providing some critical insights about traffic to your store with some useful data points about your email marketing process. Here are some reports offered in this dashboard: […]

  • […] Email marketing is a must-do in your planning and strategy in order to increase sales to your store in an effective way. Blast Analytics’ Email Marketing Google Analytics dashboard is great for e-commerce, in providing some critical insights about traffic to your store with some useful data points about your email marketing process. Here are some reports offered in this dashboard: […]

  • […] subtle email retargeting campaigns and smart web push notifications on your website without being intrusive or spammy to re-engage […]

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