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The power of email is sometimes overlooked in the clutter of digital marketing, but when email is done right, it can be highly effective. Email should be a huge part of your digital interaction strategy to engage consumers in your brand and keep your brand top-of-mind. If you are looking for last minute holiday shopping to influence consumer engagement, consider email marketing. If you do not have a client email list, use the holiday season to collect that information from each of your customers so you can use this valuable marketing tool in the future.

Why email? According to the Direct Marketing Association, email marketing yields the highest ROI (Return on Investment) among digital channels for marketers--$39 for every dollar spent.

Not just any email campaign: Rise above traditional email programming and utilize email to build cohesive brand engagement with customers.

computer graphic for marketing matters 11 17 17Guidelines for email marketing:
• Use email to create interest in your brand—to inform
• Personalize content and messaging
• Email marketing should support consistent branding across all platforms
• Coordinate email campaign with other digital channels
• Remember emails are another touch-point for your business and should represent the brand professionally as well as its values and qualities
• Make the email more valuable for end consumer or the email may be lost in the junk email category
• Target (customer segmentation) and then engage

There are different tools available in the market to help businesses develop this valuable marketing avenue. Traditional Email Service Provides, known as ESP’s, are available in the marketplace. Email marketing software can be located through companies such as Mail Chimp, Constant Contact, and Vertical Response. Some of the more advanced tools are available through ADOBE Campaign. Some of these more advanced offerings allow the business to gain greater analytics, such as when a consumer opens an email, but does not purchase, then a re-marketing campaign can be implemented. If a business develops email to higher levels, these features can be very useful in adding even greater success to email marketing campaigns. Contextual email is the next step being made in the email marketing arena as technology advances. However, even with the more advanced options in the market, free email services exist, too, such as Zoho Mail, Gmail and Inbox by Gmail, and Yandex.

Do not underestimate the power of email marketing, whether on a small level for a small business or on a much larger level. Email can be very inexpensive, but the return can be significant, if done properly. Remember coordination across all marketing platforms for brand integration is important and most of all, personalized content in needed to increase brand engagement! ~Sabrina Pack-Professional Certified Marketer with SkyWest Media

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