Venturing Beyond Email as Your Primary Engagement Tool

Thought Leadership
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"Until recently, marketers shied away from using SMS and other messaging systems because they felt the interaction was less intimate. But that’s not the case anymore." For awhile, email reigned as the key online strategy for marketing to consumers. It was a great way to connect with prospective customers and keep your product top of mind. But with every company out there using traditional email campaigns, the format became...a little stale.

Rethink the Way You Communicate

That’s not to say email doesn’t have a place. It’s still a great medium for sharing writings and other interesting content, but it’s no longer the only way. The popularity of messaging apps such as Slack and WhatsApp has forced companies to rethink how they communicate with both their audiences and their own teams. Messaging services are especially attractive right now because people don’t have spam folders for Slack – not yet, anyway. A lot of these options are just better, more efficient systems for project management. Programs like Trello allow for really simple email integration because you can reply to notifications in the system or from your inbox. That kind of flexibility makes it easier to keep everyone in the loop and to get faster responses. One reason email has been so attractive for marketers is the ability to personalize the message. You land in someone’s inbox with a branded email, addressed to them, offering them a particular coupon code or gift, and they feel a sense of investment from you. Until recently, marketers shied away from using SMS and other messaging systems because they felt that the interaction was less intimate, that you couldn’t make it work without sending mass, impersonal texts. But that’s not the case anymore. ConveYour enables you to schedule customized SMS blasts the same way you would with email, opening with “Hi, Bobby” or “Hey there, Janice” or whatever the person’s name is. Addressing the text makes it seem less spammy, and your customers are more likely to read it. SMS is also more timely because it’s easier to write up and push a quick SMS than it is to draft a full email.

What Does This Mean for Email Marketing?

So what does all of this mean for email marketing? Let us be the first to say, traditional email is dead. Your customers don’t want a wall of text from you in their inboxes. But email still has its uses. Rather than pack content into a single message, you can use the platform to further engagement on your content elsewhere. Email used to be the best way to share information with your audience. Now, it feels kind of messy. Think about how you run a seven-day course. Maybe you’ve been sharing the videos or lessons via email. But after participants receive it each day, they have to go back and search their inboxes if they want to revisit a lesson, trying to remember whether they archived or accidentally deleted it. And when they are doing the lesson in their emails, they’re not very likely to click through to the site to comment on a forum or post. They got what they needed, now it’s back to every other distractor in their inboxes. Instead of this sloppy process, you can use email as a conduit to stimulating, engaging content. Where you once sent an entire course lesson in an email, maybe now you send a reminder to complete today’s module on your website. This frees you from the constraints of only using photos and text to present information, because once you’re out of email and onto the actual site, you can get creative. Videos, infographics, and animations are way more fun and memorable than blocks of texts broken up by a few cheesy stock photos. You can do this with blog posts and brand announcements as well. Tease them in an email, but deep link to the content on your site. Then you’re driving increased traffic to your company and providing a more enjoyable user experience. Push notifications for the web and mobile are also useful for reminding people of your courses or alerting them to new content. Sometimes participants get so busy with their day-to-day responsibilities, they might not have time to check out a lesson when it first goes live and they end up forgetting about it. Push notifications give them the reminder they need to get on your site and check it out. A standalone alert can be much more effective than email because it differentiates the message and creates a sense of urgency.

Using ConveYour for Drip Email Campaigns

"Viewing email as a conduit instead of the final destination is really important because email click-through rates only average one to four percent." To rethink the way you use email in your marketing, frame it as a drip email campaign, with less emphasis on the email. For instance, you can use ConveYour to schedule emails that link to course installments or special content, rather than providing all the information in that single format. Viewing email as a conduit instead of the final destination is really important, because email click-through rates only average one to four percent. You want to inspire people to get on your site, and teasers and reminders are good ways to do that. We said earlier that traditional email is dead. No matter how proficient you are at it, marketing solely through email is like staying on the deck of the Titanic while it slowly sinks beneath you. If you want to keep your competitive edge, create a unique experience within your site or app and reduce your dependency on teaching through email.


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